The More Than Only Food & Drink campaign successfully delivered a targeted B2B activation with Whole Foods Market UK, reinforcing the value of EU agri-food products among key decision-makers in one of the UK’s most influential natural and organic retailers.
Held on 12 November at Whole Foods’ London head office in Barbican, the one-day event combined a high-visibility tasting stand with an in-depth masterclass tailored to the Whole Foods procurement team. The initiative was designed to showcase the diversity, quality and sustainability credentials of EU food and drink products, while strengthening understanding of EU quality schemes such as Protected Designation of Origin (PDO), Protected Geographical Indication (PGI) and Organic certification.
Throughout the day, the tasting stand offered an informal yet impactful introduction to a wide range of EU products. In total, more than 20 products from across the EU were sampled, representing multiple Member States and a strong balance of GI-certified and organic offerings. The stand encouraged direct interaction, with participants engaging in conversations around provenance, production methods, and potential retail applications.
Building on this engagement, a focused masterclass was delivered to members of the procurement team in the afternoon. Led by campaign advisors and supported by culinary and product experts, the session explored EU quality schemes, innovative products and emerging trends in sustainable agri-food production. Tastings were integrated throughout the presentation, allowing participants to connect technical information with sensory experience.
Feedback collected during the event highlighted the effectiveness of this combined approach. All survey respondents agreed that their perception of the EU’s “hidden heroes” had improved following the masterclass, underlining the value of experiential learning in a B2B context. Importantly, 88.9% of participants stated they were very likely to increase their engagement with EU produce as a result of attending, demonstrating clear potential for longer-term commercial impact.
Overall, the activation confirmed the relevance of the More than Only Food & Drink campaign’s messages within the UK retail sector. By engaging directly with procurement professionals and equipping them with practical knowledge and inspiration, the campaign strengthened awareness of the quality, authenticity and market potential of EU food and drink products - laying solid foundations for future collaboration with Whole Foods Market UK.
