European podium place for the Limburgse vlaai

Peter Nulens on tradition, recognition and cross-border cooperation.

Peter Nulens is PR director of the non-profit organisation “Limburgse Vlaai”. He was one of the founders of the logostreekproduct.be platform and is a staunch ambassador for authentic, local products. Together with colleagues from Belgium and the Netherlands, he worked on the dossier that would grant Limburgse vlaai European protection through a Protected Geographical Indication (PGI). In this interview, he shares the story behind that recognition and his call to bakers to be proud of their profession.

How did the idea to have Limburgse vlaai officially recognised come about?

"In 2016, we met with a number of parties in Maastricht, including fruit growers. We wanted to give Limburg flan European protection. Initially, we aimed for a PDO – Protected Designation of Origin – but that proved unfeasible. With a PDO, all raw materials must come from the region, and we cannot guarantee that. Take ingredients such as cherries, for example – they are not available locally every year, and certainly not in volumes sufficient for everyone. That is why we switched to a PGI – a Protected Geographical Indication – which is more in line with the reality of our sector. This allows ingredients to come from outside the region, as long as the product itself is made in the region. And we do that with expertise and a great deal of pride."

What makes your file so special?

"It is unique because it transcends borders. Both Belgian and Dutch Limburg have woven the vlaai into their culture, so we are all pulling in the same direction. Within the confectionery category, we are actually the only cross-border dossier in Europe. That requires coordination, consultation and sometimes patience, but it shows that a traditional product like the vlaai connects people. We literally speak the same language, even though we are in two different countries."

Would you like to read the full interview, as well as the interviews about the Limburgse vlaai from Bakkerij Smets, Bakkerij Emmerix and Bakkerij Kuypers? Download our Yumm 2025 magazine in Dutch here and read more from page 16!