On 25 November 2024, the EU Discovery Day took place at the prestigious 1 America Square conference venue in London, blending history and modernity to create a unique backdrop for this immersive event. Organised as part of the 'More than Only Food & Drink' campaign, the event showcased the unparalleled quality, diversity, and innovation of EU food and drink products to an audience of professionals.
From 9:00 AM to 5:00 PM, participants embarked on a culinary journey that highlighted the richness of EU gastronomy. The event commenced with a warm welcome and speeches from key figures, including the Deputy Head of the EU Delegation Isabell Poppelbaum, and renowned Cheese Advisor Patrick McGuigan.
The day was structured around four interactive masterclasses led by industry experts:
Confectionery and Bakery: campaign’s Advisor Katharine Shipley showcased innovative creations such as "Dark Chocolate with Kelp & Sea Salt" (Sweden) and Italian almond orange chocolate cake.
Cheese: Advisor Patrick McGuigan presented a global tour of exquisite cheeses, including Χαλλούμι / Halloumi / Hellim PDO from Cyprus and Queijo de Azeitão PDO from Portugal.
Wine, Spirits & Beer: Beers & Spirits Advisor Nick Worthington explored iconic beverages like Irish Whiskey / Uisce Beatha Eireannach / Irish Whisky PGI and Rioja PDO.
Fresh and Frozen Vegetables and Fruit: Advisor Veryan Bliss highlighted the finest produce, such as Φασόλια (Γίγαντες Ελέφαντες) Πρεσπών Φλώρινας / Fasolia Gigantes Elefantes Prespon Florinas PGI from Greece and Pomodoro di Pachino PGI from Italy.
Participants rotated through each masterclass, enjoying insightful presentations, tastings, and discussions on the unique qualities of EU products.
A Gastronomic Showcase
The centrepiece of the event was the showcase lunch, a vibrant buffet featuring 109 EU products, including PDO, PGI, and organic offerings from all 27 Member States. Each dish was thoughtfully prepared and labelled with its origin, demonstrating the versatility of EU products.
The day concluded with an engaging panel discussion titled “Taking the Path Less Trodden: Discovering and Cooking with Lesser-Known EU Produce,” hosted by Stefan Chomka. Chefs shared their experiences sourcing and incorporating unique EU ingredients, emphasising the importance of storytelling, education, and authenticity in enhancing consumer appreciation.
Key discussion points included the rising demand for premium, region-specific ingredients like Marcona almonds and Nocerella olives, which are becoming increasingly sought after by consumers. Participants also addressed post-Brexit challenges, emphasising the importance of working with licensed suppliers to ensure consistent sourcing of high-quality ingredients.
Impact and Feedback
The event received overwhelmingly positive feedback, with 90% of attendees expressing a very positive impression of EU food and beverages. Key takeaways included a significant increase in engagement, as 90% of participants indicated they were likely to increase their interaction with EU products. Attendees also gained a deeper understanding of PDO, PGI, and Organic labels, with over half achieving full comprehension of the PGI designation.
EU Discovery Day 2024 successfully celebrated the richness and diversity of EU food and drink, leaving participants inspired and eager to further explore the exceptional quality and heritage of European gastronomy.
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