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A taste of Belgium’s sweet tooth
If we say Belgium, you might reply chocolate or waffles. And rightly so! The country boasts a centuries-old tradition in the production of world-renowned chocolates, high quality confectionery and cakes. It is no surprise therefore that Belgium has been attending the ISM trade fair for 28 years, ultimately becoming the largest participating country. Succeeding Turkey in 2011, Belgium has the honor to be this year’s official partner country.

Chocolate making is an art form in its own right. Experts agree that the precision of a watchmaker is needed to successfully produce quality chocolate. With their vast skills, Belgian chocolatiers have built up an unrivalled reputation. Back in 1912, Jean Neuhaus, for instance, created the world-renowned filled chocolates called ‘pralines’. Since then, several long lines of artisan praline-making firms have been established in Belgium, some still producing their delicacies entirely by hand in the traditional way.

Belgian chocolate masters
Nowhere in the world can you find that many artisan chocolatiers within such a small area. Actually, the world’s biggest names in filled chocolates have their roots in Belgium. Celebrated manufacturers like Callebaut, Godiva, Leonidas and Guylian will definitely ring a bell.

A lot more to offer
In 2010, over 1.7 billion euro worth of these delicious taste explosions were shipped to chocoholics across the globe. Although chocolate accounts for more than half of the varied Belgian confectionery and chocolate exports, the country has a lot more to offer to sweet cravers: tasty biscuits and pastries, fruity candy, lollipops and chews, mouth-watering marzipans, nougats or marshmallows. You name it, Belgium has it.

Tradition, expertise and craftsmanship
Consumers at home and abroad value the country’s confectionery for its long-held traditions and expertise, coupled with its ability to adapt to consumers’ ever-changing tastes. Belgian manufacturers have managed to combine traditional, premium quality craftsmanship and ancestral recipes with creative, cutting-edge innovation.

A united front
Since each of the three regions of Belgium – Flanders, Brussels and Wallonia – has its own sweet specialties and manufacturers, they joined forces to optimally promote the Belgian delegation. In practice, the three corresponding government organizations responsible for supporting local businesses and attracting foreign investment set up a national pavilion at ISM. 134 Belgian companies are taking part in the event (Flanders Investment & Trade is promoting 97, Brussels Invest & Export 8, and Wallonia Foreign Trade and Investment Agency 29).

Sample it yourself!
Has all this talk of confectionery titillated your appetite and your curiosity? Visit Belgium’s exhibition stand in hall 4.2 at Cologne’s ISM 2012 trade fair, and indulge your sweet-seeking taste buds while discovering Belgium’s finest products.

Flanders Investment & Trade
Gaucheretstraat 90
1030 Brussels
Belgium
+ 32 (0)2 504 87 11
www.flandersinvestmentandtrade.com
www.investinflanders.com
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Brussels Invest & Export
Avenue Louise 500 b4
1050 Brussels
Belgium
+ 32 (0)2 800 40 00

www.brusselsinvestexport.be
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Wallonia Foreign Trade and Investment Agency
Place Sainctelette 2
1080 Brussels
Belgium
+ 32 (0)2 421 82 11
www.wallonia-export.be
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