Princely trade mission USA
At the beginning of June, I had the pleasure of taking part in the princely trade mission to the USA together with 540 Belgian entrepreneurs, academics and politicians. Princess Astrid was the door opener. She did this with the necessary royal class, something that makes an impression in the USA.
This mission visited three major cities: Atlanta, New York and Boston. My focus was on Atlanta and New York. A mission like this is not only a chance to get to know a country and market up close, but also to put the Bekina group of companies in the spotlight in the Belgian media. It is also, of course, the perfect networking opportunity.
All in all, I was able to meet more than 100 delegates. You get the chance to exchange insights about the market, its habits, obstacles and opportunities. But also to get to know sectors and people with whom we have little contact, such as rectors and deans of colleges and universities, CEOs of multinationals, expats of Belgian companies, researchers in biotech, fintech and medtech. In short, a unique opportunity to tune in with many like-minded people.
In New York and its surroundings, I was also able to meet some 15 farmers and fishermen who wear boots every day. Hearing first hand how they experience their current boots (mostly made in China) and where we can make a difference with Bekina boots gave me a lot of energy.
The mission exceeded all expectations and is definitely worth repeating.
Thomas Vanderbeke
