While China’s startup scene has lost some of its shine, notably when it comes to funding, the country is quietly but steadily positioning itself for leadership in agricultural and food technologies. Underpinned by the strength of its institutional players, China’s model is redrawing the rules of global AgriFood innovation.

With its new Keep The Zero campaign promoting the joy of matchday, brewer Alken-Maes is betting on a bold activation: supporters of Genk, Gent, and Antwerp are served free 0.0% beers whenever their team keeps a clean sheet.

NOW OPEN – Three new restaurants, three culinary visions. Discover these newly launched eateries ranging from a quest for authenticity to a well-oiled machine of "foodvenience."

Created by a gastronomy-loving couple from Liège with a background in facility management, Wow-resto claims the title of Belgium’s first culinary guide to feature a dedicated quality index for restrooms.

Food trends in the U.S. market are already shaping a new international landscape. For European industry players, it’s not just about following these shifts, but about drawing inspiration from them to reinvent their own models.

Michelob Ultra, a "superior light beer" introduced in 2002 by Anheuser-Busch, now holds the top spot in annual sales in the U.S. beer market. And this is true for both mass retail and the hospitality industry (horeca). Beyond the celebratory title, what does this pole position tell us about consumer preferences?