AMCHAM panel (L-R): Georges Lentz, Bofferding; Wolfgang Klaer, PM-International; Paul Schonenberg, AMCHAM; André Mehlen, Domaines VinsMoselle; Credit: Ludo Segers

On Tuesday 11 February 2025, the American Chamber of Commerce in Luxembourg (AMCHAM) held a special event entitled "Trade with America" at Ciné Utopia in Luxembourg-Limpertsberg.

Following the premier screening of the 40-minute documentary Luxembourg in America and a Q&A with its director, Geoff Thompson, which provided a backdrop to the evening, Paul Schonenberg, AMCHAM Chairman, then moderated a panel discussion on "Trade with America" involving a number of companies currently trading (products) into America.

Georges Lentz, Managing Director at Bofferding, talked about some difficulties in exporting to America, including there being different regulations in different states. André Mehlen, General Manager at Domaines VinsMoselle, explained that one cannot simply transport one taste into another market, illustrating this by giving the example of American tastes preferring a blend of pinot blanc, pinot gris and auxerrois. Wolfgang Klaer, Chief Administrative Officer at PM-International, explained that they operate direct sales with their top brand being Fit Line, a nutritional product; he confirmed that they have established their US headquarters in Florida and are currently investing $22 million in a 5,000 m2 fulfilment centre which will include both manufacturing and warehousing.

Paul Schonenberg mentioned the Transatlantic Trade and Investment annual study / partnership, with America being Luxembourg's fourth largest trading partner. He addressed the issue of tariffs and suggested that one waits to see what will happen regarding US-EU tariffs. For Bofferding their main concern is competition and they need the Ansay Group (importers) to be active in micro marketing; for PM-International, the direct selling market is facing difficulties, yet they are planning for the future by investing there; for VinsMoselle, they said it would be difficult for wine producers.

The evening concluded with a network reception with drinks from Bofferding and VinsMoselle, both brands being featured in the documentary film.