“We must avoid foreign trade being seen as a gadget skill”

In total, 54 Brussels companies, out of the 175 in the delegation, made the trip with hub.brussels. “It’s a third of the Belgian delegation, which is incredible for Brussels, compared to its size.”she continues.

Behind the scenes of Princess Astrid’s economic mission to Brazil: “I’m afraid the minister will do something stupid”

“We focus on the impact economy, at a social and environmental level, which works very well internationally. However, Brussels’ ambitious construction regulations in recent years had initially bothered the entire construction sector. But now, players in the sector are the first to be delighted to be able to export the best we do in sustainable construction. “At the international level, the demand is enormous,” she says.

“The demand for products or technologies to reduce water consumption in agriculture is also significant. Because hub.brussels also supports companies in this sector, such as Fyteko for example“, she says, pointing at the CEO of the company who is chatting with Brazilians on the patio of the house. A shaded patio that lets in a little fresh air on this hot day at the end of November. The outdoor thermometer indicates a shy 38°C The message on consumption is understood without forcing.

“There is also a strong demand for education-related technologies“, to overcome traffic problems or to access advanced training but sometimes very far from the applicants’ place of life. Remember that Brazil is 277 times the size of Belgium and the country is faced with quite different problems than the flat country at this level.The company U Hope provides distance learning teachers, for example. This is an example of B2G, business to government, to be developed.”she explains.

Any criticism of the choices made? “There are no exclusions!”

While hub.brussels’ desire to specialize in impactful business is laudable, some believe that this penalizes projects or companies that do not specifically target ESG (environmental, social and governance) criteria in their plans.

“We never exclude, but we specialize. But any company can be supported by hub.brussels. Front-line services, such as support for permits and business plans, are open to all“, retorts the director of the agency, before returning to the benefits of the mission.

Princess Astrid on an economic mission to the heart of São Paulo, the city of “helicopter taxis”

“Thanks to the princess, we manage to have high-level contacts. It is very useful for everyone. For small companies, to give them credibility, and for large companies, to have access to the highest level. We represent Syensqo, Tractebel, Fluxys, Schreder, Solvay (whose Brazilian site was in the spotlight at the start of the mission, Editor’s note), but the economic fabric of Brussels is 90% small businesses which must know that they can come to internationalize. The message must get through.”she explains.

If the hub.brussels budget is around 40 million euros, around a third is dedicated to international development and exports.

“Brussels politicians campaign on the people of Brussels. But they sometimes forget something which fills the coffers of the Region, which feeds them, it is international trade and openness to the world. Brussels is international and needs stay it”she explains.

Note that according to 2023 figures, annual exports of goods from Brussels companies reach 11.8 billion euros and 32.3 billion euros for services (according to the last known figures for 2022). The total trade balance nevertheless remains negative at 8.6 billion euros. Unsurprisingly, the Region, which hosts the country’s capital, imports more than it exports.

Too “politicized”?

Finally, some believe, within the mission itself, that the agency is too politicized, too close to the PS, given that its director is labeled there and that she is very close to Minister-President Rudi Vervoort.

Pierre-Yves Jeholet (MR): “We have to stop. We spent public money in the Walloon Region… But it didn’t work”

“We are an independent public body. We are not directly dependent on the responsible ministers (like the Foreign Trade Secretariat, the Minister of the Economy and the Minister-President, Editor’s note). Moreover, these skills could be merged under the next legislature“, she foresees, foreseeing the political tribulations of the coming months.

“We must avoid foreign trade being seen as a gadget skill, when it has suffered budget cuts, like all services at the end of the mandate. Foreign trade is not just for politicians to travel. It is an economical machine“, she asserts.

“So, politicized, is the agency? In part, since the board of directors is made up of firm representatives. But the board will change and we will integrate other representatives of the social partners soon“, she finishes with enthusiasm, before resuming the rest of her busy day’s activities.