Kris Peeters CD&V unveils a new quality label for the Flemish fruit and vegetable industry in Berlin today. “Products with this label guarantee to customers that they have been cultivated in accordance with the economic, ecological and social aspects of sustainable development,” the Flemish minister president said during his visit to 'Fruitlogistica', the biggest vegetable and fruit trade fair in the world. With its logo, ‘Responsibly Fresh', the industry intends to distinguish itself from foreign competitors. “2012 must mark a fresh start for the sector after a difficult year,” Peeters said after the disastrous consequences for the industry of the e.coli bacteria, the wet summer and a heavy storm across the east of the country last year. “Market turnover dropped by 16% to 685 million euros last year,” says Philippe Appeltans, secretary of the Belgian Horticultural Federation Verbond van Belgische Tuinbouwcoöperaties, VBT. This sector nevertheless remains an important exporter, with fruit and vegetable exports totalling 2.45 billion euros – an increase of 1.8%  –  during the first eight months of last year. Growers were not planning to sit back and started the new year with new vigour and a new label. “The retailers, our clients, want to distinguish their products from those of others. Until recently environmentally friendly cultivation was the basic condition. But that is only one aspect of sustainable development,” Appeltans explains. With this new label the VBT hopes to distinguish its members for its products in the rest of Europe.