PromZ Vak 4 · 2025 · English edition

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The good story of local

FOTOCREDITS: Rohan Hoeksma the little house. It ties in perfectly with the industry, and doubles as a charming calling card for the region. What I mean is: a little thought and effort can make things so much more fun.”

Trends

Even in the world of regional specialties, trends play a role. According to those interviewed, more and more people are choosing gifts that actually serve a purpose for the recipient — which has, in turn, boosted the popularity of local products. When asked which are most in demand, Ronde-van der Laan explains: “Edible items like cheese and sausage are always a hit, although I must say interest in meat is gradually declining. Right now, vegan options are still in their infancy, but I believe that’s going to change.” In Limburg, they’ve noticed that artisanal gifts are often paired with a twist — something that ties the product to the region’s story. “Take Aspro Brews, for instance. They sell small-batch brewed beer from Limburg and named their brews after songs by the local band Janse Bagge Bend. We ourselves sell a house-distilled gin made with Ingendael botanicals — that means it’s crafted using only herbs naturally found in the Ingendael nature reserve. Our apple liqueur (apfelkorn) is made with juice from Boskoop apples grown in the area’s traditional high-stem orchards. The only thing is, people sometimes need to get used to the taste — it’s so pure, nothing like the factory-made stuff full of artificial flavourings.”

Tips

Using regional products for promotional purposes might not be the cheapest option — but it’s definitely one of the most impactful. These products often carry an authentic story and distinctive character. And if the product happens to come from the recipient’s own region, it can even reflect something of their roots. The regional product experts do have a number of tips for its promotional use. Practically speaking, suitable packaging such as a crate or cool box for fresh products is essential. It is also important to be careful with the shelf life and of course the best before dates must be monitored.

“It’s also crucial to be mindful of greenwashing — it happens more than people realize,” warns Ronde-van der Laan. “When considering a regional product, do your homework. Ask yourself: is this truly a responsible product? A carton with a farmer’s face on it doesn’t automatically mean it’s a better choice. Also, keep in mind the scale of production. Regional goods are often made in limited quantities, so you probably won’t be able to order thousands.”

Clear agreements — obvious as they may seem — are another must, Bisschops knows. Ideally, you’ll want everything in contract form. “Because this world is so grounded in craftsmanship and small-scale production, formal contracts aren’t always standard practice. But they should be. And just as important: it really helps if you genuinely care about the regional product yourself.”