The European Union has released A Taste of Excellence, a new book designed to support UK retailers, wholesalers, importers, distributors, chefs and foodservice buyers in exploring the full diversity and outstanding quality of European food and drink.
Developed by the European Commission’s Directorate-General for Agriculture and Rural Development (DG AGRI) as part of the ‘More Than Only Food & Drink’ UK campaign, the publication highlights the many high-quality European products that remain underrepresented in the British market.
A Taste of Excellence brings together market insights, expert commentary and product showcases to help trade professionals broaden their ranges with authentic, traceable and premium EU goods. Alongside product spotlights - such as Telemea de Ibăneşti PDO cheese from Romania, Steirischer Kren PGI horseradish from Austria and Turrón de Alicante PGI from Spain - the book also features producer case studies and testimonials from the UK food and beverage experts who advise the campaign. Their insights offer practical guidance on sourcing, positioning and introducing European products to the UK market.
A core focus of the publication is Europe’s “hidden hero” products – regional specialities with strong origin stories, distinctive flavour profiles and clear commercial potential in the UK. Examples include Ġbejna tan-nagħaġ PDO, a traditional Maltese sheep’s-milk cheese; Gyulai kolbász PGI, Hungary’s lightly smoked paprika sausage; and Lithuania’s Kaimiškas Jovarų alus PGI, a farmhouse ale brewed using a rare no-boil technique.
By combining storytelling, expert testimony and practical trade intelligence, A Taste of Excellence gives UK buyers fresh inspiration for menu development, category expansion and premium product positioning, aligning with growing consumer demand for authentic and sustainable food and drink.
The book is available to download digitally via the ‘More Than Only Food & Drink’ campaign website, with printed copies to be distributed at UK events from early 2026.
