Government launches campaign to promote local food consumption

“Use your common sense, check the label!” is the slogan of a new national campaign aimed at encouraging consumers to make more conscious choices when purchasing food and to opt for local products. The initiative seeks to support Belgium’s struggling agricultural sector.

The campaign, backed by various organisations in the agri-food industry, also features endorsements from celebrity chefs Sofie Dumont and Loïc Van Impe. Both emphasise the importance of choosing local products to support sustainability and fairness in farming.

Belgium’s agricultural sector faces significant challenges, including complex regulations, unfair competition and low profit margins. In response to these issues, a federal Taskforce Agro-Food was established. This campaign is their latest effort to engage consumers in creating a more sustainable and equitable food system.

Launching on Thursday, the campaign will run across traditional media, social networks, billboards, and in-store promotions. A dedicated website, koopbewuster.be, offers more information. “By choosing local products, Belgian consumers play a key role in supporting sustainable agriculture”, the campaign highlights.

Celebrity endorsements

Sofie Dumont shared her personal approach: “I buy as much as I can from local farmers in my region and always check labels to know where products come from. The closer, the more valuable it is to me!”

Fellow chef Loïc Van Impe added: “Conscious consumption matters because small, simple changes can have a big impact. Just reading the label to see where something comes from can help you pick something local, which is more sustainable. If we all take these small steps together, we can make a real difference.”

^{The weekly market in Charleroi © BELGA PHOTO VIRGINIE LEFOUR}