Eating fries can sometimes be confusing. What we call fries here are called chips in the west, while the chips that we know are called crisps. There’s the American shoestring that we are so used to as side dish to burgers. And there’s the generic name French fries that is not really of French origin.
And then there are the original Belgian fries – or frites, as they call these deep fried, French-cut (julienned) potatoes – which have been around since the 17th century.
“It is sad that our main product, Belgian fries, have become more popularly known as French fries because they are cut the French way,” said Belgian Ambassador to the Philippines Michel Goffin.
“We are trying to change that and tell the world that Belgian fries are part of our cultural heritage,” Goffin said.
Fries in Belgium are the thick cut variety and served with mayonnaise on the side. They are eaten as a main meal on their own or can be paired with meat, unlike here in the Philippines where they are usually served as sides to other dishes.
As part of the concerted effort to correct the branding problem of Belgian fries, Belgapom, an association for the Belgian potato trade and processing industry, and VLAM (Flanders’ Agricultural Marketing Board), have brought five companies to the Philippines to participate in the World Food Expo Manila.
The five companies represent the five biggest family-owned businesses in the industry in Belgium that offer a wide range of potato products and specialties that are exported to over 100 countries worldwide.
“We are pleased to bring Belgian fries to the Philippines as part of our plan to increase our presence in the Southeast Asian region. There is an existing market in this region for our products, but we see an even bigger opportunity to expand exports and heighten appreciation for our national delicacy,” said Belgapom representative Romain Cools.
The Philippines is the last stop for the Belgian companies, all halal-certified, following their promotional exhibits in Indonesia, Malaysia, Thailand, Singapore, and Vietnam.
“Southeast Asia is one of the largest fast-growing regions of the world, with a rising middle class, rapid urbanization, and an overall young population. These trends, together with Belgium’s high food standards and innovation, will continue to drive demand in the region and beyond, and our industry is ready to reply to this in an original way since our Belgian fries are truly different from those from other countries,” Cools said.
Belgium is the largest exporter of frozen fries in the world, with 90 percent of its production supplying the global market. In 2016, Belgian fries exports rose 14.3 percent to 1.68 million tons from a year earlier, with an increasing share going to countries outside EU.
Over the years, the Philippines’ import volume of Belgian potato products has likewise increased, from 12,192 tons in 2014 to 28,076 tons last year.
“The Philippines is well-known as a food lover's paradise, and Filipino consumers really know and love good food. Belgian fries are still relatively unknown in the Philippines, so we are excited about this opportunity,” Cools said.