The More Than Only Food & Drink campaign brought the diversity of EU organic and sustainably produced food and drink to Excel London on 16-17 September 2026. Taking part in the Natural & Organic Food Show, held as part of The London Food & Drink Festival, the campaign welcomed trade visitors to discover lesser-known European products through tastings and conversations with its experts.
The campaign’s stand showcased 40 products from across all 27 EU Member States, spanning fruit and vegetables, bakery and confectionery, meat, dairy, and beer, wines and spirits. With 37 organic products in the selection, visitors could explore a wide range of flavours while learning about the production methods and sustainability credentials behind them.
The range also included nine products carrying Protected Designation of Origin (PDO) status and three with Protected Geographical Indication (PGI) status. Alongside organic certification, these labels provided a starting point for discussions about quality, authenticity and the links between European products and their places of origin.
Learning through expert-led tastings
Throughout the two-day event, rotating sampling sessions gave visitors the chance to taste the full selection of outstanding EU products on offer. Four expert-led tastings offered a closer look at selected products, with guided tours encouraging questions and conversations about EU food and drink.
Patrick McGuigan, the campaign’s Dairy and Cheese Advisor, joined the stand on the first day, followed by Fruit and Vegetables Advisor Kelly Shields on the second. Chef Ivan Colombo and wine educator and food designer Mike Knowlden also formed part of the team, helping visitors explore flavours, pairings and the stories behind the products.
Beyond the stand, the campaign sponsored the Keynote Theatre, which hosted 12 sessions across the two days. These sessions offered industry professionals insights into market trends and consumer behaviour in the natural and organic sector, complementing the product discoveries and conversations taking place on the campaign’s stand.
An enthusiastic response
Visitors were enthusiastic about both the flavours on offer and the insights shared by the campaign’s experts. In a survey, respondents awarded the information they received an average rating of 4.9 out of 5, while the food tasted scored 4.8 out of 5.
That enthusiasm extended to future purchasing plans: 92.3% of respondents said they were likely to purchase or increase their purchases of EU food and drink products, particularly organic products, as a result of the campaign. Meanwhile, 84.6% said they were likely to increase their engagement with EU produce in the near future.
Connecting EU products with UK businesses
By combining a broad product selection with expert guidance and hands-on tasting, the More Than Only Food & Drink campaign offered trade visitors an opportunity to explore EU products that could bring variety to their ranges. The event connected Europe’s lesser-known food and drink treasures with UK trade professionals seeking quality, authenticity and organic credentials for their businesses.
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