INTERNATIONAL SPOTLIGHT
INTERNATIONAL SPOTLIGHT
Belgium Fosters Cross-Border Opportunities in New Jersey
By Larry Feld
Belgium is open for business . More specifically , the Wallonia region is looking for international export / import opportunities , with a keen eye on the New Jersey marketplace .
“ We are the public Wallonia Export and Investment agency , in charge of supporting the business connections between Belgium / Wallonia with the rest of the world ,” notes Pascale Delcomminette , CEO of the Wallonia Export & Investment Agency ( AWEX ).
She explains that AWEX has two specific missions : “ attracting foreign investment and supporting our companies to go global . This includes the export of Belgian products and services as well as building international partnerships .”
Established in 1830 when it gained independence from the Kingdom of the Netherlands , Belgium is a federal constitutional monarchy with a parliamentary system . There are three distinct ( and autonomous ) regions , including the Flemish Region to the north , The Walloon ( Wallonia ) Region in the south , and the Brussels-Capital Region in the country ’ s center .
Sandwiched between France to the south , Germany to the east , and Netherlands to the north , Belgium encompasses slightly less than 12,000 square miles and boasts a population of just under 12 million , making it the 22nd most densely populated country in the world . Due to their complex history , visitors will encounter French , Dutch , and German-speaking natives . As one of the early industrialized nations in Europe , Belgium has a sophisticated and thriving economy , with a 2024 estimated GDP of nearly $ 864 billion .
“ Belgium is seen as a very attractive investment region in Europe for different reasons ,” explains AWEX ’ s Delcomminette . “ It ’ s a very central location . As you look at the map , you will see that we are very close to any big capital in Europe . We also have the logistics , including the roads , railways , airports , and waterways to move products .”
“ Wallonia is also easy and low-cost to set up operations compared to other regions . We have incentives , fiscal incentives , R & D incentives , as well as talent for hire . Belgians enjoy a high quality of life , including excellent healthcare .”
“ Above all that ,” notes Delcomminette , “ We have a thriving innovation ecosystem in Wallonia . We ’ ve been working around what we call the triple helix ; Industry is working handin-hand with research and development as well as the universities .”
In the EVS offices in Fairfield , NJ ( left to right ): Pascale Delcomminette , CEO of the Wallonia Export & Investment Agency ( AWEX ); Nicolas Bourdon , Chief Commercial Officer , EVS ; and Quentin Derzelle , Trade and Investment Counselor , Wallonia Export & Investment Agency ( AWEX ).
While Belgium is excited to promote opportunities for companies in the United States to establish themselves in Europe , AWEX is also busy promoting young businesses in the Wallonia district to invest in the American marketplace .
In the Fall of 2024 , AWEX embarked on a trade mission to the New Jersey / New York area . The mission introduced several promising start-up companies to connections inside America with the goal of helping to expand import / export opportunities by finding potential business partners and financial sources .
“ We are commemorating the 400th anniversary of the presence of the Walloons in New York this year ,” notes Delcomminette . “ We want to celebrate that milestone by proactively supporting the development of our tech companies here in the States . When we think about the future , our young startup companies embody innovation ,” she explains .
AWEX focuses its economic development efforts on key industries in the U . S ., including life sciences , entertainment technology , green / smart building technologies , and immersive technologies like augmented reality and artificial intelligence ( AI ) applications . “ Life sciences in particular provides about 30 % of our economic strength ,” she notes , however , technology is also an important sector .
One Belgian company that has successfully established a presence in New Jersey with the support of AWEX is EVS Broadcast Equipment SA , a video broadcast technology company .
“ We ’ re delivering technology related to live video production for the broadcast world ,” explains Nicolas Bourdon , Chief Commercial Officer at EVS . “ We are well-renowned for developing the first digital-based replay system in 1994 .”
If you watch sporting events like FIFA soccer , a live remote network news broadcast – or just about any remote broadcast in the U . S . for that matter – you are likely experiencing technology built by EVS Broadcast Equipment SA . Since 1994 , the company has expanded into providing high-quality live video solutions for a variety of applications , from news production to corporate events , houses of worship , and general production centers . Today , EVS Broadcast boasts 700 employees worldwide , including about 50 based in New Jersey .
“ Eighty percent of the company ’ s development is based on software ,” notes Bourdon . “ We have about roughly half of our teams doing research and development .”
EVS has very optimistic growth plans , and the New Jersey office is a strategic location for the company . “ Our ambition is to become number one in the industry by 2030 ,”
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