From 16 to 19 May, the More than European Food and Drinks, Savoring Stories campaign showcased the diversity, quality, and culinary potential of European food and drink products at the National Restaurant Association Show in Chicago, one of the most influential gatherings of foodservice professionals in North America. Over four days, the campaign welcomed chefs, restaurateurs, buyers, distributors, and industry decision-makers to discover how European products can inspire menus, elevate dishes, and tell authentic stories of origin.
Exploring Europe, one taste at a time
At the campaign’s booth in the Discovery Theatre, visitors were invited to explore a curated selection of award-winning European olive oils through guided tastings led by olive oil sommelier and educator Emily Lycopolus. Representing producing regions across Europe, the olive oils showcased the remarkable diversity of flavors, aromas, and traditions that define European production. Tastings were complemented by a range of specialty condiments, including sea salts, pumpkin seed oil, and vinegars, allowing attendees to experience different pairing possibilities and culinary applications.
Throughout the event, visitors also enjoyed specialty food pairings featuring iconic European products, including Pecorino Crotonese PDO from Italy, Jamón Serrano from Spain, Jambon de Bayonne PGI from France, and aged cow’s milk cheese from Belgium. These tastings highlighted how European products work together to create memorable flavor combinations while illustrating the value of EU Protected Designation of Origin (PDO), Protected Geographical Indication (PGI), and organic labels.
Education remained at the heart of the activation. Daily mini masterclasses explored topics ranging from monovarietal olive oils and certification systems to harvest timing and food pairing techniques. These short sessions provided practical insights for foodservice professionals while encouraging deeper conversations about quality, authenticity, and the expertise behind European food production.
The audience engaged enthusiastically with the EU products on offer. In a post-event survey, 100% of respondents said the experience had inspired them to purchase more European food and beverage products. Visitors praised the olive oil masterclasses, with one participant describing them as “the most in-depth olive oil presentations I've ever heard,” while others expressed surprise at the diversity of flavors, aromas and textures on display. Many highlighted discoveries such as European pumpkin seed oils, specialty sea salts and lesser-known olive oil origins, with one restaurateur noting they planned to actively seek out oils from Croatia and France for their menu.
Bringing European ingredients to life
A major highlight of the program took place on 18 May at the Culinary Experience Stage, where Chef Sarah Grueneberg, a laureate of the James Beard Awards (considered the Academy Awards of the food world), presented a live cooking demonstration to a packed audience. Her Mediterranean-inspired recipe, Baked Greek Feta with Marinated French Lentils & Bulgarian Red Pepper Romesco, brought together ingredients from several EU Member States in a dish that was both approachable and sophisticated.
During the demonstration, Chef Grueneberg highlighted the diversity of European products, the significance of EU quality labels, and the stories behind the ingredients featured in the recipe. Following the session, attendees had the opportunity to sample the dish themselves, experiencing first-hand how European ingredients can be combined to create distinctive and contemporary menu concepts.
Strengthening connections with the US foodservice industry
By combining expert-led tastings, educational sessions, and a high-profile culinary demonstration, the campaign’s activation successfully demonstrated the richness, versatility, and authenticity of European food and drink products. The National Restaurant Association Show provided an ideal platform to engage foodservice professionals and reinforce Europe’s position as a trusted source of quality ingredients for the US market.
To delve deeper into the world of European food & beverages, follow us at @morethanfoodus and More than Food US.
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