The fact that VRT will soon be launching its own meal boxes from the ‘Daily Costs’ program is raising eyebrows in the Flemish Parliament. N-VA and Open VLD, among others, warn of market disruption. Green assumes the defense of the VRT.
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The VRT markets the program’s meal boxesDaily food, with Jeroen Meus. The concept falls within the brand extensions of the public broadcaster, which is allowed to generate income from products derived from programs. To this end, the VRT works together with the Belgian company Foodmaker, which markets ‘fresh and healthy’ ready-to-eat meals. The boxes, compiled ‘under the supervision’ of Meus, can be ordered via their website.
‘Regardless of what the VRT does, we have to ask ourselves whether we as a government are not disrupting the market,’ says Maurits Vande Reyde of Open VLD. ‘There are now a few successful Flemish entrepreneurs who have launched meal boxes at home with a lot of their own investments, blood, sweat and tears. Previously, that market was almost entirely in the hands of Dutch companies. If the government uses its own brand, made with tax money, for that, it could be unfair. ‘
According to Wilfried Vandaele of N-VA, this is certainly not part of the core business of the public broadcaster. ‘This probably still fits within the derivatives, but this is still on the edge,’ he says. ‘One has to be careful not to face unfair competition with sectors for which this is the core business.’
Klaas Slootmans of Vlaams Belang questioned the Minister of Media Benjamin Dalle (CD&V) this week about the amount that the VRT paid for the interview with Prince Harry and Meghan Markle. ‘In this case too, the VRT must consider whether this is a core task,’ he draws the parallel. ‘The catering industry is already having such a hard time and now the VRT is also going to get its share here.’
Finally, Groen does record for the broadcaster. “Like everyone else, the VRT is struggling with declining advertising income,” says Elisabeth Meuleman. It is legitimate to look for additional income. It would have been stronger if this had been a collaboration with civil society, for example with the Flemish Institute for Healthy Living. But Daily food has been around for ten years. There is already merchandising, such as cookbooks. This is just a different, innovative way. ‘
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