From 17–19 March 2025, the 'More than Only Food & Drink' campaign took centre stage at the International Food & Drink Event (IFE) in London - one of the UK’s most prestigious trade events for the food and beverage sector. With 55 products representing all 27 EU Member States, the campaign’s vibrant stand drew interest from hundreds of UK buyers, importers, chefs and hospitality professionals eager to discover the quality, safety and authenticity of EU products.
Located in the International Pavilion at ExCeL London, the campaign stand offered a curated experience that brought together live cooking demonstrations, rotating product tastings, and daily expert-led interactions. Visitors sampled a wide range of EU delicacies while learning about key EU values such as sustainable farming, EU quality labels like Protected Designation of Origin (PDO) and Protected Geographical Indication (PGI), and traditional production techniques.
A highlight of the programme was the speaking session hosted by renowned dairy and cheese expert Patrick McGuigan. Titled "Discovery of New and Unexpected EU Cheeses", the masterclass featured six "hidden hero" cheeses from across Europe - including Croatia’s Paški sir PDO and Belgium’s Fromage de Herve PDO - offering attendees a deep dive into Europe’s diverse cheese heritage. The session received excellent feedback for both its educational content and tasting experience.
The event also featured Michelin-starred Danilo Cortellini, who led cooking demonstrations each day. Supported by culinary experts and advisors, Cortellini elevated the event and provided attendees with an unforgettable culinary experience.
According to a B2B survey conducted during the event, 96% of attendees rated the food sampled at the stand as ‘very good’, and many reported that the experience had positively shifted their perception of EU products. Visitors praised the diversity and quality of the offerings, with several indicating the tastings had inspired them to incorporate more EU ingredients into their businesses.
Interest in EU food and drink remains strong, and the campaign successfully underscored the commercial and culinary appeal of EU produce, with many participants reporting increased intent to source from the EU in the future.
With its strong presence at IFE 2025, the 'More than Only Food & Drink' campaign continues to build meaningful bridges between European producers and UK buyers - promoting not just EU food and drink, but the values behind them.
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