The Speciality & Fine Food Fair (SFFF), held at the historic Olympia London from 10-11 September 2024, was a resounding success. This premier platform for artisan food and drink brands provided an excellent opportunity to launch new products, network, and understand industry trends.
The European Commission's participation was marked by a dedicated booth featuring cheese tastings and product displays, a presentation at the Trends Theatre, and VIP attendee breakfast bags containing product samples.
The event aimed to promote EU cheeses to a business audience, introducing them as the ‘hidden heroes’ of Europe. Key messages of Authenticity, Safety, Quality, and Sustainability were highlighted, alongside the quality labels PGI, PDO, and Organic. The event showcased 34 cheeses from 17 different EU Member States, with five cheeses featured during the speaker session. Ten of these cheeses were available for tasting upon request throughout the event.
The stand featured experts like Ned Palmer, a specialist cheesemonger and author of "A Cheesemonger’s History of the British Isles," who provided deep insights into European cheeses. Nikki Lewis Logie, a seasoned chef, offered culinary advice and cheese pairings, focusing on sustainable ingredients. Mike Knowlden, a wine educator and food designer, shared his expertise on wine and cheese pairings.
A speaking session led by Patrick McGuigan, a renowned dairy and cheese communicator and Advisor of the EU’s ‘More than Food & Drink’ campaign, showcased five selected cheeses: St Tola Karst from Ireland, Cabriolait Organic from Belgium, Γραβιέρα Κρήτης / Graviera Kritis PDO from Greece, Queso de Valdeón PGI from Spain, and Västerbottensost Cheese from Sweden. This session attracted significant interest and engagement from attendees.
The EU also sponsored a Power Breakfast on 11 September, connecting the campaign directly with VIP guests. Goodie bags, including a branded cheeseboard and product samples, were distributed to participants. A digital follow-up ensured continued engagement with VIP attendees.
The event received high overall satisfaction, with over 97% of participants rating the cheeses positively. The design of the stand was well-received, with 70% finding it very attractive. The quality of EU cheeses was recognised by over 70% of attendees, and 86% indicated they were very likely to incorporate these cheeses into their businesses. The event also improved recognition of quality labels, with noticeable increases in understanding of PGI and PDO labels.
In summary, the SFFF event successfully promoted EU cheeses, highlighted their quality and sustainability, and strengthened the perception of these products in the UK market. The high satisfaction rates and positive feedback underscore the event's success in achieving its promotional goals.
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