Interesting findings about internationalisation in food industries – workshop report

“Going Global” – Key Strategies for Belgian Food Companies Entering International Markets

Expanding beyond domestic borders represents one of the most significant growth opportunities for food companies but it’s also one of the most complex!

Yesterday, I had the privilege of leading a VOKA Vl-Brabant workshop on internationalization strategy at Valentino Chocolate in Dilbeek, where we explored the unique challenges and opportunities that local food sector businesses in the province Vlaams-Brabant face when taking their products global.

Why internationalization in food is different 

The food sector presents distinctive challenges that other industries don’t face. Product shelf life, regulatory compliance, cultural taste preferences, and supply chain complexity (e.g. for Belgian chocolate) all create barriers that require careful strategic planning.

A chocolate that delights Belgian consumers may need reformulation for warmer climates or different sweetness preferences in Asian markets.  Andalouse sauce is well-known in our Belgian french fries culture (‘fritkot cultuur’) but requires careful planning to expand internationally…

The strategic foundation 

We started the workshop session with clearly defining the strategic foundation based on the “Playing to win” management book.  Reflection on “where to play” and “how to win” is crucial in international, commercial strategy.  Afterwards it’s a question of executing your strategic options.

Over three decades of work in strategy, Roger Martin has figured out how to turn strategy from being complicated, a chore and only occasionally effective to a task that is simple, fun and effective.

His leading management book Roger Martin, and A.G. Lafley with whom he worked closely throughout his time as Chairman and CEO of P&G, provides a handbook for creating great strategy illustrated with practical case studies.

Successful internationalisation starts with clarity on 5 fundamental questions:

1/ Why internationalization?  To boost your growth, get sell excess manufacturing capacity, to launch new products, etc.  Various topics can trigger your drive for going global!

2/ Where to go?  Not all markets are created equal. The right market or country selection process in a cross-border trade context depends on: your product category, your competitive positioning, and your resource capacity. Sometimes the “obvious” choice isn’t the best one.

3/ How to enter the foreign market?  From exporting and distribution partnerships to licensing, joint ventures, or direct investment.  The participants shared experiences and expertise on these different market entry strategies.  Each entry mode carries different risk profiles, resource requirements, and control levels.

4/ Your global marketing mix:  or rather “how to adapt your product or communication strategy”.   The balance between standardization and localization can make or break international success. Your brand essence should remain consistent, but product specifications, packaging, and go-to-market approach often require thoughtful adaptation.

5/ Execution of global marketing & communications: this last phase is about reaching your target audiences, adapting your tone of voice for local market, etc.

Building your roadmap re. internationalisation: 

Internationalization isn’t a single decision.   It’s a strategic journey that requires phased planning, resource allocation (incl. manpower and/or human capital), and organizational readiness (customs, transportation, etc.). Companies that succeed think systematically about building capabilities, testing assumptions, and scaling what works.

Whether you’re a artisanal chocolate producer looking at your first export market, strengthening your export to Japan, or whether you’re an established vendor in food industry planning a multi-market expansion, the fundamentals remain the same: deep market understanding, strategic clarity, and disciplined execution.

Interested in developing your internationalization strategy? Contact me to explore how we can support your internationalization ambitions.