Conducting consumer research on purchasing behavior in Belgium (2027–2031) The fresh vegetables sector within VLAM is launching an information campaign aiming at increasing the awareness of the sustainability efforts of the fresh vegetable sector. VLAM and APAQ-W wish to conclude a new framework agreement with an interested and qualified company to conduct research into the purchasing behaviour of Belgians for the next five calendar years, from 2027 to 2031 inclusive. VLAM (Vlaams Centrum voor Agro- en Visserijmarketing) and APAQ-W (Agence wallonne pour la Promotion d'une Agriculture de Qualité) are the promotional organisations for the Flemish and Walloon agricultural, horticultural, fisheries and agri-food sectors respectively. Both organisations support the marketing of primary products through promotion, communication and market-supporting research. More information about both organisations is available at www.vlam.be and www.apaqw.be. In order to develop and implement various types of campaigns for the different product and service groups and to fulfil their role as a knowledge centre/consumer observatory for the various sectors, sufficient consumer insight is required: • Figures on consumer purchasing behaviour (prp; person responsible for household purchases) in Belgium with regard to food and ornamental horticulture products (flowers, plants, trees, etc.) in general and, in particular, the products promoted by VLAM and APAQ-W. • Trends and developments, over a minimum period of 5 years and measured in a uniform and comparable manner, in consumer purchasing behaviour (prp) for these products, together with interpretation of the figures. • Special analyses of purchasing behaviour data, such as identifying potential target groups, rapid monitoring of purchasing behaviour during promotional campaigns and in the event of sudden changes in the societal context, including crises. VLAM and APAQ-W have chosen to jointly procure this consumer purchasing behaviour research as a framework agreement (through a procurement procedure in which VLAM acts as a central purchasing body with the participation of APAQ-W; see earlier in these tender specifications), because efficiency gains can be achieved for both the contracting authorities and the research agency.

VLAM/2026/07 - 1

Conducting consumer research on purchasing behavior in Belgium (2027–2031) The fresh vegetables sector within VLAM is launching an information campaign aiming at increasing the awareness of the sustainability efforts of the fresh vegetable sector. VLAM and APAQ-W wish to conclude a new framework agreement with an interested and qualified company to conduct research into the purchasing behaviour of Belgians for the next five calendar years, from 2027 to 2031 inclusive. VLAM (Vlaams Centrum voor Agro- en Visserijmarketing) and APAQ-W (Agence wallonne pour la Promotion d'une Agriculture de Qualité) are the promotional organisations for the Flemish and Walloon agricultural, horticultural, fisheries and agri-food sectors respectively. Both organisations support the marketing of primary products through promotion, communication and market-supporting research. More information about both organisations is available at www.vlam.be and www.apaqw.be. In order to develop and implement various types of campaigns for the different product and service groups and to fulfil their role as a knowledge centre/consumer observatory for the various sectors, sufficient consumer insight is required: • Figures on consumer purchasing behaviour (prp; person responsible for household purchases) in Belgium with regard to food and ornamental horticulture products (flowers, plants, trees, etc.) in general and, in particular, the products promoted by VLAM and APAQ-W. • Trends and developments, over a minimum period of 5 years and measured in a uniform and comparable manner, in consumer purchasing behaviour (prp) for these products, together with interpretation of the figures. • Special analyses of purchasing behaviour data, such as identifying potential target groups, rapid monitoring of purchasing behaviour during promotional campaigns and in the event of sudden changes in the societal context, including crises. VLAM and APAQ-W have chosen to jointly procure this consumer purchasing behaviour research as a framework agreement (through a procurement procedure in which VLAM acts as a central purchasing body with the participation of APAQ-W; see earlier in these tender specifications), because efficiency gains can be achieved for both the contracting authorities and the research agency.