The 'More than Only Food & Drink' campaign successfully showcased the European Union’s commitment to sustainability at the 10th edition of Food Matters Live, held from 8–9 October 2024 at Ascot Racecourse. As one of the leading B2B events on sustainability in the food and beverage sector, the event provided a critical platform for networking and knowledge-sharing among industry leaders, innovators, and sustainability experts.
Championing sustainability
A highlight of the campaign’s participation was the keynote speech delivered by Andrew Crumpton, an EU Regulations & Policy Advisor with over four decades of expertise in sustainable food systems. Speaking to an audience of 70 professionals, his presentation underscored the EU’s leadership in sustainable supply chains.
Crumpton detailed strategies such as precision farming, renewable energy use, and carbon capture technologies that are integral to the EU’s approach to reducing greenhouse gas emissions. He also addressed food waste reduction initiatives and the role of EU quality labels like Protected Designation of Origin (PDO) and Protected Geographical Indication (PGI) in fostering transparency and trust within supply chains.
Focus on fresh produce
The campaign also hosted two roundtable discussions, led by Fruit & Vegetables Advisor Veryan Bliss, exploring Sustainable agricultural practices and their application across the European Union. Topics ranged from integrated pest management (IPM) and climate-smart agriculture to the benefits of shorter, more sustainable supply chains. Concrete examples, such as the use of drip irrigation and drought-resistant crop varieties, highlighted the EU’s leadership in environmental stewardship.
Interestingly, only 30% of participants were familiar with EU quality labels like PDO and PGI, and none had prior knowledge of eAmbrosia, the EU’s database for geographical indications. Bliss effectively addressed these gaps, sparking enthusiasm among attendees to explore lesser-known EU products like Romanian pickled cabbage and Bulgarian rose jam.
Insights and impact
The campaign’s activities at Food Matters Live successfully aligned with the event’s overarching theme of moving sustainability from the boardroom to practical implementation. Attendees praised the relevance of EU-led initiatives and expressed a strong interest in integrating these practices into their own supply chains.
The combination of an authoritative keynote speech and interactive roundtables allowed the campaign to deliver key messages while addressing the specific challenges and opportunities faced by UK businesses. The positive reception underscores the growing recognition of the EU’s sustainability credentials and its potential to inspire transformative change across the global food industry.
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