The Belgian consumer does not have the same habits as the American. In the past, chocolate was used to hide the taste of medicines. In northern Europe, we think more rationally about food, while in southern Europe, this reflection is more alive. As you can see, the food sector is constantly evolving. In order to follow this dynamic, PUB brought together two experts from the estate: Luc Van Wichelen (Mondelēz, owner of the Belgian brand Côte d’Or) and Charlotte Huens (Neuhaus). A meeting around snacking in Europe, Belgian premium chocolate and the excitement of the food sector, in Belgium and elsewhere.
What is your function within your business?
Luc Van Wichelen : “I work at Mondelēz For 12 years and I currently hold the post of Consumer Experience / Media Lead for Northern and West Europe. My role is to strengthen the consumer route (Paid, Owned and Earned) for brands LU, OREO, Milka, Côte d’Or, Philadelphia, Mikado… I collaborate with a team divided between Mechelen, Stockholm, Madrid and Milan. It is an exciting position in a very dynamic environment. “
Charlotte Huens : “I joined Neuhaus Three years ago as a Coordinator Pr & Communication, then I was promoted last year as Event & Partnership Manager. My role is to preserve the luxurious image of Neuhaus during special events and collaborations, such as the Memorial Van Damme (athletics), the Soudal Open (Golf), les Magritte of cinema (film), Gault & Millau (gastronomy) and experience Irresistible Live-Dipping.”
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Find the entire article in the latest paper issue of PUB magazine or on pub.be!
