The beloved Belgian potato chip will take center stage during the 12th edition of Fries Week, running from November 8 to 15.
This annual celebration, organized by the Walloon Ministry of Agriculture, aims to honor the region’s iconic snack while highlighting the integral role it plays in the local agricultural and culinary landscapes.
Bernard Lefèvre, president of the National Union of Chip Shop Owners (UNAFRI), emphasized the importance of dedicating a week to this culinary heritage: “It is important to take a week each year to highlight this heritage so typical of our region, a heritage that is so beneficial.”
The event serves as a celebration not only of the crispy treat but also of the hardworking farmers and chip shop owners who make it all possible.
As part of the festivities, social media will be abuzz with video clips that honor the chips, the artisans behind the fritkots (chip shops), and the farmers who grow the potatoes.
These videos will showcase the craftsmanship of chip shop owners, their devotion to quality, and the unique challenges they face in an increasingly competitive market.
A fun and interactive competition will also be held during the week, where four lucky winners will receive a year’s supply of free chips.
Chip shops, known as fritkots in Brussels, are a staple of Belgian culture and cuisine. According to Philippe Mattart, Director General of the Walloon Agency for the Promotion of Quality Agriculture, they are the most visited hospitality businesses in the country.
In fact, a recent survey revealed that in 2024, one in five French-speaking Belgians visits a chip shop at least once a week.
Beyond celebrating the chips themselves, Fries Week also focuses on the vital role that local potato farmers play in the production of Belgium’s renowned fries.
Wallonia, a key potato-growing region, boasts over 4,000 potato producers who cultivate nearly 45,000 hectares of land, yielding around 4.5 million tonnes of potatoes annually.
This local production is crucial for the country’s thriving chip industry and contributes significantly to Belgium’s agricultural economy.
The 12th edition of Fries Week has a star ambassador in David Antoine, a popular Belgian radio presenter, who is sponsoring this year’s event.
Antoine will appear in several videos throughout the week, which will feature profiles of chip shop owners, showcase their skills, and present exciting challenges involving chips.
His involvement adds a personal touch to the festivities, allowing fans to connect with the beloved Belgian tradition in a new and engaging way.
Fries Week is an opportunity for Belgians to indulge in their favorite snack while also acknowledging the hardworking individuals who ensure the potatoes are grown, harvested, and transformed into the perfect fry.
Whether it’s enjoying a hot cone of crispy fries or watching a behind-the-scenes video, this weeklong event is a celebration of a culinary tradition that has deep roots in Belgian culture.
