More Than Only Food & Drink - EU promotion campaign in the UK

The campaign aims to raise awareness among UK food businesses of what makes EU F&B products unique, highlighting a diverse range of product categories, focusing on safety, quality, authenticity, and sustainability.

Objectives:

• To refresh and strengthen awareness among UK food business of the key characteristics (safety, quality, authenticity, sustainability) of European food and beverage products.
• To promote the value of the high sanitary and phytosanitary requirements in place in the EU as well as to improve the recognition and understanding of EU food quality labels: GIs, organic.
• To encourage imports and use of authentic EU agricultural food and beverage products in the UK.
• To contribute to maintaining or increasing the market share for EU agricultural food and beverage products in the UK.

Strategy and activities:

The campaign invites UK food industry professionals to explore this world of EU F&B through a series of engaging events, informative seminars, and interactive experiences. The campaign includes large-scale trade exhibitions, specialised seminars, and webinars in collaboration with leading trade publications. Innovation is showcased through cutting-edge EU food technologies, with study trips to EU countries planned for hands-on experiences with producers.

The target audience encompasses B2B professionals across the UK food and beverage industry, including importers, food trading companies, retail sector representatives, and HORECA professionals.