The Belgian American Chamber of the South is the presenting sponsor of Global Atlanta's Belgium Channel. Sign up here for monthly newsletters on Belgian trade and investment connections to Georgia.
Editor’s note: This article was originally published as part of the Consulate General of Belgium’s “Belgian Quality in the South” campaign. See a repository of all interviews and follow the consulate on social media here.
It is reprinted on Global Atlanta with permission, and subsequent stories will be published progressively with the goal of driving increased visibility for the Belgian business community in Georgia. More Belgium stories can be found on Global Atlanta’s Belgium Channel, sponsored by the Belgian-American Chamber of the South, BACoS. Read more here
With UCB announcing a $2 billion investment in metro Atlanta Tuesday, Global Atlanta revisited decided to revisit the inteview with Patty Fritz to let the community know more about a Belgian company that has called Georgia its U.S. home for more than 30 years. More below from the Belgian consulate interview:
At UCB, their purpose is to create value for patients now and in the future. They fulfill this purpose by elevating the lives of patients and their families through their medicines, creating positive change across society. They incorporate the individual experiences of patients and caregivers into the discovery, development, and delivery of their medicines, leveraging their insights to inform their science and develop innovative and differentiated solutions.This includes their commitment to collaborating with others in the healthcare system and their inclusive approach to research as well as equitable access and affordability.
We recently met with Patty Fritz to learn more about her and UCB. Patty Fritz has been with UCB for more than 30 years. As Head of U.S. Corporate Affairs, she leads public policy, government affairs, advocacy, sustainability and communications, as well as public affairs and UCB’s Washington, D.C. office and strategic priorities.
What is UCB’s business industry category or specialty?
UCB is a global biopharmaceutical company dedicated to discovering and developing innovative medicines and solutions to transform the lives of people living with severe diseases. This mission is at the heart of everything we do. We focus on delivering groundbreaking treatments for patients with epilepsy, psoriasis, hidradenitis suppurativa, Parkinson’s disease, and rare diseases. Our goal is to provide life-changing therapies that improve the well-being of those affected by these serious conditions.
How do you describe UCB to people outside the industry?
UCB is a patient-centered company committed to enhancing the quality of life for individuals with serious medical conditions. Through cutting-edge research and innovation, we develop treatments that make a real difference for people suffering from epilepsy, rare neurological diseases, psoriasis, and other autoimmune disorders. Our focus is not just on creating medicines but on offering comprehensive solutions that address the real-life challenges faced by patients.
How was the business started and how did you end up in the Southeast?
Well, that is quite the story. UCB was founded in Belgium in 1928, so we are now approaching our hundred-year anniversary. Our expansion into the Southeast and the U.S. began in 1995, driven by strategic acquisitions in the region. Georgia was chosen because of its proximity to UCB’s chemical business at the time, as well as its access to an international airport that, at the time, offered multiple direct flights to and from Belgium. The region also provided access to some of the top research institutions, making it an ideal place for UCB to build, grow, and serve an expanding patient community. As for my journey, I was originally at UCB’s facility in Virginia when I first joined the company, which had been acquired through a strategic acquisition. In 1995, when we launched our pharmaceutical operations in Atlanta, I moved here and was immediately impressed by the quality of life and the campus itself. At the time, the pharmaceutical division occupied just part of one building. Today, we have expanded significantly and now occupy multiple buildings across nearly 50 acres.
What is your number one business goal for the next years?
Our number one business goal for the next year is to advance our pipeline of innovative treatments and bring new, life-changing therapies to people living with severe diseases as swiftly as possible. In the past year, we launched three innovative therapies, one of which now has five indications. We are working very hard to ensure that patients have access to these new treatments while also focusing on making them affordable.
What are the intrinsic Belgian qualities setting you apart from the competition?
We are deeply rooted in Belgian values, which shape the way we innovate, operate, and serve patients. One of our defining qualities is our commitment to a value-based culture. We emphasize ethics, quality, and a strong sense of innovation, ensuring that every decision we make aligns with our long-term vision for patient care. We also take a unique approach to investment. Last year alone, UCB reinvested nearly 30% of its revenues back into research and development (R&D) a figure that far surpasses that of most companies in the industry. This strong ethical foundation drives how we develop and deliver new treatments. We are not just focused on the present but also on creating long-term value for patients ensuring that our therapies continue to transform lives well into the future.
How important is innovation for you to make your company thrive?
Innovation is critical to our success. we are constantly investing in research and development to address unmet medical needs and bring life-changing treatments to patients who are still waiting for better alternatives or, in some cases, their first-ever treatment option. Our rich pipeline of medicines reflects this commitment, ensuring that we continue to develop new, effective, and differentiated therapies where there is a significant gap in treatment options. This dedication to innovation is what drives our work and allows us to remain at the forefront of the biopharmaceutical industry. Despite being a small country, Belgium has made a global impact in medical innovation, and at UCB, we take great pride in being part of this tradition.
Where would you place UCB in the economic ecosystem of the Southeast? Who are your key partners?
I would say that some of our key partners are the leading research institutions, healthcare providers, meeting physicians, nurses, pharmacists, patient advocacy groups, other biotechnology companies, and trade organizations. We also collaborate with chambers like the Belgian Chamber of the South and have quite a number of community-based partners, including the Carter Center, Hands On Atlanta, and even the Girl Scouts. We have worked with Georgia Tech in the past. We’ve also partnered with a lot of local research institutions and recently launched a collaboration with Morehouse School of Medicine.
What is the best advice you have received regarding doing business with Belgians?
The best advice I have received regarding doing business with both Americans and Belgians is to take the time to build a strong, trust-based relationship. You don’t just jump into business; you really have to get to know each other, be clear about the outcomes you are seeking, and, most importantly, respect cultural differences. It’s also essential to recognize that we all have unconscious and stereotypical biases, and it takes time to truly understand each other’s perspectives.
What advice do you have for Belgians wanting to start a business in the USA?
I would say that you need to thoroughly know your market, do your market research, and be prepared to adapt to a fast-paced business environment, especially in metropolitan areas like Atlanta. Another critical aspect is understanding the policy and regulatory environment, which is probably not more complex than Belgium but still requires careful navigation.
What should American companies know about doing business with Belgium that they might not already be aware of?
When it comes to what American companies should know about doing business with Belgium, I would say it’s all about taking the long view. Belgians place a lot of emphasis on long-term strategic investments and building for the future rather than making quick, profit-driven decisions. It’s not that they are not seeking profitable businesses, but they take a measured approach, considering all different perspectives to ensure the best outcome. The key differentiator is this long-term vision in their business investments.
What do you love most about working with a Belgian company?
I have worked for a Belgian company for more than 30 years, so I don’t know if I even remember what it’s like not to work for one! What I love most is the strong sense of community, the commitment to excellence, and, at least at UCB, the very collaborative environment, which I find incredibly rewarding.
How would you describe Belgium to a USA citizen (3 words)?
- Innovative
- Welcoming
- Multicultural
What makes Belgium Special?
Belgium is special because of its culture and history. The Grand-Place is magnificent, the food is outstanding, and, of course, the beer is something unique. The Christmas markets make Belgium even more magical! I love being there in December when the Grand-Place is lit up with music and lights projected onto the building facades. I used to travel there frequently in other roles I’ve had at UCB, and I always cherished visiting during that time of year.
Atlanta International School is the presenting sponsor of Global Atlanta's Technology Channel. Subscribe here for monthly Tech newsletters.