Apaq-W

What Apaq-W does

Apaq-W (Agence Wallonne pour la Promotion d'une Agriculture de Qualité) is a Walloon government agency established in 1995 and headquartered in Namur, Belgium, with a statutory mandate to promote the image, producers, products, and artisans of Walloon agriculture and horticulture. The agency operates a broad portfolio of owned digital platforms, including the consumer-facing jecuisinelocal.be, jejardinelocal.be, Biomonchoix.be, and trinquonslocal.be portals, the jecliquelocal.be B2B marketplace connecting professional buyers with Walloon producers, and the Table de Terroir restaurant network, alongside transactional infrastructure such as the Apaq-W Extranet (launched November 2023). Its operations extend across more than 20 agricultural and horticultural sectors — meat, dairy, eggs, fruits, vegetables, potatoes, horticulture, viticulture, bakeries, frituries, beekeeping, and organic — supported by quality labels (En Direct de la Ferme), annual competitions (Coq de Cristal, Best Local Beer, Fromages de chez nous), and signature events including the Foire de Libramont, Journées Fermes Ouvertes, and Manger Mieux Demain.

The agency is financed through three principal streams: a regional dotation from the Walloon Government that fully covers personnel and operating costs, mandatory sectoral levies (cotisations obligatoires) on agricultural and horticultural operators under the AGW du 29/09/2022 decree, and voluntary sectoral levies plus fixed visibility fees (rétributions forfaitaires). All sectoral levy proceeds are reinvested into promotional actions for the contributing sector. The agency has been designated project manager for the Walloon Government's Plan Bio 2030 organic production development plan and is co-financed by the EU for the EurofoodArt campaign (2024-2026) promoting AOP-IGP products. It serves four primary audiences: Walloon producers and artisans (sector representation and visibility), HORECA professionals (B2B sourcing and Table de Terroir), general consumers (awareness campaigns and educational resources), and schools/youth (pedagogical toolkit Graines d'AGRI). Director General is Philippe Mattart; the organization operates with a 26-person team.

Name

Apaq-W

Legal name

Agence Wallonne pour la Promotion d'une Agriculture de Qualité

Website

https://apaqw.be

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Apaq-W is the Walloon Government agency headquartered in Namur, Belgium, mandated to promote Walloon agriculture and horticulture across 20+ sectors via consumer platforms, B2B marketplaces, quality labels, events, and sectoral campaigns, funded by regional dotation and mandatory operator levies.

Ownership category

akta.pro rank

Product category

Agricultural Promotion Services

NAICS

Regulation of Agricultural Marketing and Commodities (926140), Environment, Conservation and Wildlife Organizations (813312)

SIC

Services-Advertising (7310), Agricultural Services (700)

akta.pro primary industry

Agriculture, Farming & AgriTech Shows Organizers (THAHABAM)

akta.pro secondary industry

Animal Husbandry, Dairy & Livestock Management (EDAOAOAD)

Keywords

• Agricultural promotion services
• Sectoral levy collection
• Quality label certification
• Local food campaigns
• B2B agricultural marketplace

Headquarters

HQ city

Namur

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Government funding (dotation régionale): The agency receives an annual operational grant (dotation) from the Walloon Region. Personnel costs and general operating expenses are entirely covered by this regional funding.
2. Mandatory sectoral levies (cotisations obligatoires): Mandatory fees collected from agricultural and horticultural operators across defined sectors (meat, dairy, potatoes, horticulture, viticulture, bakeries, frituries, bio operators, etc.) as set by Walloon Government decrees. The full amount of levies collected is reinvested in promotional actions for the respective sector.
3. Voluntary sectoral levies (cotisations volontaires): Voluntary fees from operators in sectors such as beekeeping, brewing, heliculture, and beverage producers, allowing them to benefit from promotional actions.
4. Fixed visibility fees (rétributions forfaitaires): Fixed fees charged in exchange for visibility services provided to specific sectors and operators, including promotional materials and event presence.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

Apaq-W (Agence Wallonne pour la Promotion d'une Agriculture de Qualité) is a Walloon government agency that promotes the image of Walloon agriculture and horticulture, its producers, products, and related artisans. It runs a portfolio of consumer-facing portals (jecuisinelocal, jejardinelocal, Biomonchoix, Trinquons local), a B2B marketplace (jecliquelocal), quality labels and networks (Table de Terroir, En Direct de la Ferme), an extranet for sectoral declarations, an annual events calendar, and market intelligence via the Observatoire de la Consommation. Activities are funded by a regional dotation plus mandatory and voluntary sectoral levies.

Product overview

Apaq-W (Agence Wallonne pour la Promotion d'une Agriculture de Qualité) is a Walloon government agency mandated to promote the image of agriculture and horticulture, its producers, products, and related artisans. The organization operates a portfolio of consumer and professional-facing web platforms including jecuisinelocal.be (consumer local food portal), jecliquelocal.be (B2B marketplace), jejardinelocal.be (horticulture portal), Trinquons local (beverage promotion), and Biomonchoix (organic products portal). These digital platforms are complemented by a network of quality labels and certifications including Table de Terroir (restaurant network), En Direct de la Ferme (farm sales label), and various competition programs (Coq de Cristal, Best Local Beer, Fromages de chez nous). The agency conducts seasonal and annual campaigns such as Semaine bio, Semaine de la Frite, T'as la patate, and events including the Foire de Libramont, Journées Fermes Ouvertes, and Manger Mieux Demain festival. Educational offerings include the Graines d'AGRI pedagogical platform and the quarterly TerreFerme magazine. A consumer research service (Observatoire de la Consommation) provides market intelligence on consumption patterns. All activities are funded through mandatory sector contributions and regional subsidies, with an online extranet portal (Efficy) managing declarations and billing.

Differentiator

Problem solved

Functional benefit

Brands

• TerreFerme: Seasonal magazine published by Apaq-W covering agriculture, horticulture, and agri-food topics from a Walloon perspective
• jecuisinelocal.be
• jecliquelocal
• jejardinelocal
• trinquonslocal.be
• Biomonchoix
• graines d'AGRI
• Table de Terroir
• Business Club Apaq-W

Products and services

• jecuisinelocal.be Consumer-facing web portal promoting local product consumption with seasonal guides, producer locations and recipes, targeting the 25-39 year old demographic in Wallonia.
• jecliquelocal.be B2B digital marketplace facilitating direct connections between professional buyers (HORECA, retailers) and sellers of Walloon agricultural products through an online catalog of short-supply-chain offerings.
• jejardinelocal.be Web portal showcasing local horticultural products, florists, gardeners, nurseries, trees, shrubs, flowers and plants in Wallonia.
• Trinquons local Year-round campaign and platform promoting local beverages including wines, beers, spirits and non-alcoholic drinks, with sommelier boxes and tasting accessories.
• Biomonchoix Information portal for organic products and agriculture in Wallonia, providing search tools to find organic products and hosting the Semaine bio campaign.
• Apaq-W Extranet Online self-serve portal for Apaq-W cotisants (sectoral levy payers) to submit declarations, view invoices and file complaints digitally.
• Table de Terroir Network and certification of restaurants committed to using local Walloon products on their menus, supported by media campaigns and connections with local producers.
• En Direct de la Ferme Quality label certifying agricultural producers selling directly from their farms, enabling them to accept Eco-Cheques as payment.
• TerreFerme Seasonal print and digital magazine covering agriculture, horticulture and agri-food topics from a Walloon perspective, published since late 2016.
• Graines d'AGRI Pedagogical toolkit and web platform for teachers, animators and guides covering agricultural education with downloadable resources and teaching materials.
• Business Club Apaq-W Free professional networking community offering market exploration support, export experience sharing, business cooperation and B2B program support for Walloon producers, retailers, HORECA managers and institutional bodies.
• Observatoire de la Consommation Consumer research and market data service providing studies on consumption patterns, perceptions and expectations using household consumption data for the Walloon agricultural sector.
• Maître Boulanger-Pâtissier Platform recognizing and promoting skilled artisan bakers and pastry chefs in Wallonia, active in spring and autumn seasons.
• Savoir-faire fromager

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• European Union (EU)coreStrategic or Co-development Partner · 1 January 2024The EurofoodArt campaign (2024-2026) promoting AOP-IGP products including Walloon wines is co-financed by the European Union, providing significant promotional budget support.
• Centre wallon de Recherches agronomiques (CRA-W)coreStrategic or Co-development PartnerCollaborates with the Walloon Agricultural Research Center for scientific data and agricultural expertise supporting promotional campaigns and sector studies.
• Collège des ProducteurscoreStrategic or Co-development PartnerPrimary stakeholder body representing all Walloon producers. Works in close consultation with Apaq-W on sector-specific promotional actions and annual operational plans.
• Fédération Wallonne Horticole (FWH)coreStrategic or Co-development PartnerThe primary federation for Walloon horticulture consulted on new levy structures and promotional strategies for ornamental and edible horticulture sectors.
• Association des Vignerons de WalloniecoreStrategic or Co-development PartnerRepresents Walloon wine producers. Collaborates with Apaq-W on viticulture sector promotion, events, and market development for local wines.
• Accueil Champêtre en WallonieminorStrategic or Co-development PartnerJoint organizer of the Coq de Cristal competition alongside Apaq-W and the Foire de Libramont, promoting high-quality Walloon food products.
• Service Public de Wallonie (SPW)coreStrategic or Co-development PartnerThe regional government body overseeing agricultural policy. Apaq-W operates under its governance, receives regional funding, and coordinates on the Plan Bio 2030 and Walloon Recovery Plan initiatives.
• Biomonchoix (Fédération des Unions d'Apiculteurs du GD de Luxembourg)minorStrategic or Co-development PartnerApaq-W collaborates with Biomonchoix on bio product promotion campaigns including Semaine bio and joint beekeeping/miel sector actions, co-financed by the European Commission.
• Fédération francophone de la Boulangerie, Pâtisserie, Confiserie, Chocolaterie et Glacerie (FFRBoulPat)minorStrategic or Co-development PartnerConsulted on the new levy structure for artisan bakers and patissiers, ensuring alignment with sector realities and promoting the bakery sector.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• INTERBEV: French interprofessional association for beef, veal, sheep and equine meat, funded by interprofessional levies across the meat value chain and dedicated to generic promotion, market intelligence and quality signs. Directly comparable to Apaq-W's meat sector programming (bovine 2.40 EUR/head, porcine 0.30 EUR, ovins/caprins 0.50 EUR).
• CNIEL (Centre National Interprofessionnel de l'Économie Laitière): French interprofessional body for the dairy sector, financed by mandatory interprofessional levies and responsible for generic dairy promotion, market data and quality programs. Comparable to the dairy-related promotional activities Apaq-W funds through its dairy sector levies in Wallonia.
• Bord Bia (Irish Food Board): Irish state agency promoting food, drink and horticulture through consumer marketing, B2B programs, sustainability programs (Origin Green) and trade events. Closely comparable to Apaq-W in mission (national/regional food promotion), sectoral program structure and public funding model.
• VLAM (Vlaams Centrum voor Agro- en Visserijmarketing): Flemish counterpart agency responsible for agricultural and horticultural promotion in Flanders. Operates with the same levy-and-subsidy funding model, runs consumer campaigns and sectoral programs, and is the most direct structural peer to Apaq-W within Belgium.
• AHDB (Agriculture and Horticulture Development Board): UK statutory levy-funded body covering beef, lamb, pork, cereals, dairy, potatoes and horticulture. Uses mandatory producer levies to fund market intelligence, export development and promotional campaigns — the same economic model Apaq-W applies to its Walloon sectors.

Broad incumbents

• FranceAgriMer: French national agency for agricultural and sea-product markets, administering sectoral levies, market data and promotion programs across all major French agricultural sectors. Larger and national in scope, but the closest French analogue to Apaq-W's levy-administration and sector-promotion role.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCRD42HqyLFYrhSsm6XWAu-Q
• Facebookfacebook.com/100070105390080
• Instagraminstagram.com/trinquonslocal.be
• LinkedInlinkedin.com/company/apaqw

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Apaq-W