The ‘More than Only Food & Drink’ campaign brought the best of Europe’s fresh fruit and vegetables to this year’s Speciality & Fine Food Fair, held on 9–10 September 2025 at Olympia London. Over two packed days, visitors to stand 1356 explored a vibrant selection of high-quality European produce, discovered new flavour pairings, and gained fresh insights into EU-UK trade and sustainability in the food sector. The event featured an engaging mix of tastings, live demonstrations, and expert discussions, all designed to spotlight the diversity, quality, and values behind European products.
A fresh take on European produce
The campaign stand showcased 54 fruit and vegetable products from all 27 EU Member States, complemented by carefully chosen cheeses, meats, and bakery items. Visitors could experience both open kitchen tastings and live cooking demonstrations, led by chef Nikki Lewis Logie and fruit and vegetables advisor Veryan Bliss.
On day one, guests were treated to an “open kitchen tasting” featuring colourful salads assembled with seasonal ingredients such as Spanish peaches, Belgian pears, and Italian hazelnuts. The following day, the team served elegant canapés showcasing products carrying EU labels such as Protected Designation of Origin (PDO) and Protected Geographical Indication (PGI) - from Queso de Valdeón PGI from Spain to Pruneaux d’Agen PGI from France - paired with organic oils and fresh herbs.
Exploring trade and sustainability
The campaign also hosted a well-received seminar at the Food for Thought stage on 10 September titled “EU–UK Trade and Sustainability Opportunities in Fresh Fruit & Vegetables.” Presented by Veryan Bliss, with input from an EU Delegation representative, the session explored how European producers and UK buyers can work together to strengthen trade links and embrace sustainable practices. Attendees sampled a curated selection of EU fruits and vegetables while learning about EU food standards and quality schemes.
Feedback was positive, with participants rating the organisation, food tasted, and information received very highly. Most respondents reported an improved perception of EU produce and greater awareness of EU quality schemes such as PDO, PGI, and Organic certification. Many said they were likely to increase their engagement with EU fruit and vegetables following the event, highlighting growing interest in sustainability, provenance, and quality.
Building connections through dialogue
By combining education, tasting, and open dialogue, the ‘More Than Only Food & Drink’
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