The EU has launched ‘More than Only Food & Drink’, a comprehensive communication campaign aimed at showcasing the outstanding quality of EU food and beverage products to UK food industry professionals. The campaign made its debut at the Speciality & Fine Food Fair in London on 10-11 September, featuring an eye-catching stand, an array of cheese tastings, and an engaging interactive cheese masterclass.
The mission of the campaign is to reinforce awareness and appreciation among UK food businesses of the key characteristics that make EU F&B products stand out: uncompromising safety, exceptional quality, guaranteed authenticity, and commitment to sustainability.
EU food and beverage products offer 'More than Only Food & Drink' - they represent a rich tapestry of cultural heritage, time-honoured traditions, and innovative practices. The campaign highlights a diverse range of product categories, each with its own set of hero products and hidden gems, including processed and fresh meat, dairy products, especially cheeses, fresh and frozen fruits and vegetables, bakery products, confectionary, wines, spirits and beers.
UK food industry professionals are invited to explore the world of EU food and drink products through a series of engaging events, informative seminars and interactive experiences.
The campaign is organising eight total events in 2024 targeting food and beverage industry professionals, ranging from large trade exhibitions like the Speciality & Fine Food Fair to smaller, focused gatherings such as wine and meat roundtables, or tasting opportunities at wholesaler and retailer headquarters. We also have several virtual events like the Sustainability Summit Seminar and a webinar with The Grocer magazine. In all of our events, we showcase EU products, discuss sustainability, explore post-Brexit EU/UK supply chains, and highlight innovation in the food and drink industry.
The first event was the campaign’s participation at the Speciality & Fine Food Fair in London, where it featured a dedicated stand and giveaways during the official breakfast. The campaign showcased 34 cheeses from 17 Member States for tasting. In addition, Patrick Mcguigan, the campaign’s cheese and dairy advisor, delivered a masterclass entitled "Discover the hidden hero cheeses from the EU" engaging the audience with a tasting of six delicious cheeses.
