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Belgium

A results focused international sales and marketing consultancy that helps food & drink companies succeed in international markets

Food Marketing Agency Belgium

Green Seed Belgium, we are all passionate about food and drink. Our Belgium team is composed of a multi-disciplinary group of marketeers who have spent their career assisting companies successfully develop the Belgian market. Our curiosity has brought us in contact with different foreign cultures and cuisines, which we translated into profitable seduction of the Belgian consumer. Green Seed Belgium’s office is located in the outskirts of Brussels.

Philip Horemans

Managing Director

Philip has 25 years of experience in international business development in FMCG. After his Master in Communication Sciences, Philip started working for the leading Belgian retail magazine. Philip then went on acquiring Food from Britain in 1998 shortly followed by the creation of the food promotion agency Fusion in Consulting in 2000. Both companies were merged into Green Seed Belgium in 2009. Since 2011 Philip is Chairman of Green Seed Group. Philip is fluent in Dutch, French and English.

Séverine Lane

Client Service Director

Séverine has 18 years of experience in international FMCG business. Séverine obtained her Master in European Management Strategy and International Business Studies (Lille Business School, Staffordshire University). She started her career by joining the export department of the Mexican bakery group Mission Foods developing its European sales. She joined GSB in 2002. Séverine is fluent in French, English (bilingual) and has Dutch business proficiency.

Our Services

At Green Seed Belgium we offer a range of services to maximize the chances of success in tackling the right opportunities in the Belgian market. Green Seed is the facilitator. A combination of understanding of trade needs, consumer aspirations and client objectives leads to effective solutions. Food & Drink companies and brands are our biotope. Green Seed acts as their extended sales and marketing arm, their local representation.

 

With Green Seed Culinary, we focus on taste. Working with chefs brings added value to food propositions. It strengthens the chances for success, chefs become your ambassadors.

Analysis & advice

  • Nielsen data analysis
  • Opportunity assessment
  • Catman advice
  • Route-to-market models
  • Logistics
  • Business plan

Sales

  • Trade networking
  • Buyer introductions
  • Key account management
  • Field sales force

Marketing

  • Marketing plan development
  • Brand management
  • Trade marketing
  • Consumer marketing
  • Project management

Green Seed Culinary

  • Partnering with chefs
  • New product development
  • Project management
  • Owned project

Our Clients

Green Seed Belgium assists its clients in developing a profitable and sustainable business in Belgium and Luxembourg. Strong brands, private label or small niche products, we seek solutions which best fit the aspirations and capabilities of the food and drink manufacturers. Many companies from Italy to Australia, from biscuits to soft drinks have made use of our services with success. Product marketing boards, industry sector organizations and regional bodies have seen the added value of Green Seed in assisting their sector, companies and members in opening up the Belgian market. Here are some examples:

Selected Case Studies

Introduction of a brand new category of chilled ready meals for toddlers with Little Dish
View Case Study
From Award to Experience: how we transformed the Lady Chef of the year election
View Case Study
European’s leading brand in gluten-free Customer since 2012
View Case Study

Green Seed Belgium

Latest Articles

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5 May 2026

Delhaize is expanding its loyalty ecosystem with SuperPlus Families, a paid omnichannel subscription tailored to the needs of modern families. Priced at €12 per year, the formula combines everyday savings with added convenience and access to family-oriented experiences. The free SuperPlus program remains unchanged at its core, offering promotions, personalized deals, loyalty points, and free… Continue reading The fight for the Belgian shopper: Delhaize is launching SuperPlus Families, a paid family subscription
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12 March 2026

On Wednesday 11th of February, Belgian food companies and Green Seed market experts from across Europe, the USA and the Middle East gathered in Brussels for the Food Export Forum. The event provided practical information, tips, and insights into international trends, helping companies capitalise on export opportunities. More than 85 professionals from the Belgian food… Continue reading Green Seed experts share export advice with Belgian food companies
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28 January 2026

The growing concentration of retailers has changed the dynamics between multiples and food suppliers. In a market where private label continues to grow alongside A-brands, medium-sized producers are increasingly being squeezed. Should they survive as medium-sized brands or focus on private label? Are they ultimately doomed, or is there still a future for them? Private… Continue reading The existential question facing medium-sized brands
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11 December 2025

There is clearly something happening on the Belgian meat shelf.  Whilst the growth of pure vegetarian or vegan has slowed down, producers and retailers are exploring new ways of reducing meat and contributing to the protein shift. In June, Lidl launched a blended meat category with mince meat and a hybrid meat cheeseburger.  The Colruyt Group… Continue reading After Lidl and Colruyt, Now Delhaize Also Launches A Hybrid Meat Range. Are We Seeing The Start Of A Revolution?
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19 September 2025

Hybrid meat is on the rise; and the interest from producers and retailers is growing. What Is Hybrid Meat? Hybrid meat is minced meat that consists of 60% beef and 40% vegetable protein. The mix is intended to offer a sustainable alternative to traditional minced meat, with CO₂ emissions that are up to 40% lower.… Continue reading Lidl launches hybrid meat, a brand new product that is healthier than the original
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30 April 2025

A strong plant-based proposition is high on the agenda for many multiples. Delhaize was the first to roll out their ambitions some 3 years ago followed by Albert Heijn with their Terra range, also in Belgium.   This time Colruyt  is launching a new sub-brand within their private label Boni Selection. In addition to Boni Eco… Continue reading Colruyt Group launches plant-based private label Boni Plan’t
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12 February 2025

What Sustainability and Health is there in the Food and Drink Industry? Supermarkets, food manufacturers and fast food chains are making limited progress on health and sustainability, according to research by the Belgian health institute Sciensano as part of the European FEAST project. This process results in the development of scorecards for each company to… Continue reading Sustainability and health in the food and drink industry: reality or lip service?
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To discover how Green Seed Belgium can help your company, please contact Philip Horemans. Some brief information about your company and business needs is very helpful in order for us to better respond to your inquiry.

Address

Green Seed Group Belgium NV, Nieuwelaan 224, PO Box 2, 1860 Meise – Belgium

Contact Us

+32 (0)2 740 09 60
Fax : +32 (0)2 740 09 69

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