On 7 October, the European Union’s More than European Food and Drinks, Savoring Stories campaign brought the Taste of Europe Challenge to Vanderbilt Hall® at Grand Central Terminal in New York City. The live culinary competition transformed the iconic venue into a public celebration of European food culture, inviting media, food professionals and passers-by to discover the quality, authenticity, diversity and versatility of products from across the 27 Member States of the European Union (EU).
The experience also introduced visitors to the EU’s quality schemes and the EU organic label, helping them understand the origin, production and certification stories behind selected products.
Hosted by cookbook author and food creator Dan Pelosi, the event saw food creators Alexa Santos and Mishka Murphy compete in three live rounds using European cheeses, olive oils and chocolates. Following a closely judged final round, Mishka Murphy was crowned the first Taste of Europe champion.
The competition formed the centrepiece of an immersive experience designed to show that European food and drinks are about more than ingredients. They reflect the people, places, production methods and culinary traditions behind them, while continuing to inspire creativity in contemporary kitchens.
A live challenge in the heart of New York City
Throughout the afternoon, Santos and Murphy created original dishes using ingredients selected from the on-site European Marketplace. Their dishes were assessed by a panel of judges comprising Nadia Loddo, Counselor for Agriculture at the Delegation of the European Union to the United States; Chef Danny Garcia, winner of Top Chef Season 21; food creator and cookbook author Ilena Tovia; and Eater correspondent Matthew Kang.
The judges evaluated the contestants’ use of European Marketplace ingredients and each round’s featured product, as well as creativity and presentation. The cumulative scores from the three rounds determined the winner.
For the audience, the challenge offered an accessible introduction to the breadth of European food and drink. It combined the energy of a live cooking competition with expert tasting sessions, product stories and the opportunity to explore a selection of products from all 27 EU Member States.
European cheeses: tasting place, tradition and craftsmanship
The first challenge focused on European cheese. As the contestants prepared composed bites using selected cheeses, career cheesemonger Joshua Santamaria guided guests through a tasting that explored the remarkable diversity of European cheesemaking.
Different milks, landscapes, climates, aging techniques and local traditions give European cheeses their distinctive textures and flavour profiles. Guests were encouraged to consider what they could discover through aroma, texture and taste, from fresh and creamy to nutty, grassy, tangy or aged.
The tasting also illustrated how certain European quality schemes can help communicate a product’s connection to its origin and production know-how. Protected Designation of Origin (PDO) and Protected Geographical Indication (PGI) labels identify registered products whose names are linked to a particular place and established methods of production.
European olive oils: an ingredient with its own character
In the second round, olive oil took centre stage. Contestants used selected European olive oils to create dishes that highlighted the product as both a versatile cooking ingredient and a source of flavour in its own right.
Certified olive oil sommelier Isabella Cassell led a guided sensory tasting, inviting guests to warm the tasting cup, smell the oil and notice its aromas before tasting. The session explored the many characteristics that European olive oils can express, including green or ripe fruit notes, herbs, tomato leaf and almond, as well as bitterness and pepperiness.
Olive varieties, regional conditions, harvest timing and production methods all contribute to the individuality of an olive oil. The tasting invited guests to look beyond olive oil as a cooking staple and appreciate it as a product shaped by regional identity, craftsmanship and heritage.
European chocolate: precision, creativity and confectionery tradition
The final challenge featured European chocolate, giving the contestants an opportunity to create dessert-style dishes under pressure. Chocolatier Jacques Torres, founder of Jacques Torres Chocolate, led the corresponding tasting and encouraged guests to explore chocolate through sight, aroma, texture and flavour.
From the sound of a clean snap to the way flavours develop as chocolate melts, the session highlighted the technical skill and attention to detail involved in chocolate-making. Guests explored how texture, balance, sweetnessand bitterness shape the tasting experience, while learning about the long-standing traditions of European confectionery and pastry-making.
The final round demonstrated how a product associated with craftsmanship and heritage can also provide a versatile starting point for contemporary culinary ideas.
A European Marketplace for discovery
Alongside the stage programme, guests explored an on-site European Marketplace featuring 68 products across eight food categories from the EU’s 27 Member States. The display offered a broad introduction to the diversity of European food and drinks, including products that could be sampled, discovered through product information and explored further after the event.
Public-facing tasting stations enabled Grand Central Terminal visitors to sample selected products and speak with experts and event staff. An interactive map invited participants to match European specialties with their countries of origin, offering a simple and engaging way to learn about the geographical diversity behind Europe’s food traditions.
The event remained visible to passers-by throughout the afternoon, creating moments of discovery beyond the invited guest area and encouraging New Yorkers to stop, taste and learn more about the campaign.
Continuing the Taste of Europe story
The Taste of Europe Challenge was designed to extend beyond one afternoon at Grand Central Terminal. Recipes and interviews will continue to share the experience with wider food, media and consumer audiences.
Mishka Murphy will also take part in a forthcoming live cooking demonstration with Homemade, showing how European ingredients can be used in creative, approachable cooking at home. Additional event coverage will appear through campaign and media-partner channels, including Eater.
By bringing a live culinary challenge, guided tastings and product discovery into one of New York City’s most recognisable public spaces, the Taste of Europe Challenge offered a vivid introduction to the people, traditions and places behind European food and drinks.
Featured participants:
- Host: Dan Pelosi, cookbook author, recipe developer and creator of GrossyPelosi
- Contestants: Alexa Santos and Mishka Murphy
- Judges: Nadia Loddo, Chef Danny Garcia, Ilena Tovia and Matthew Kang
- Product experts: Joshua Santamaria, Isabella Cassell and Jacques Torres
For more information about the More Than European Food and Drinks, Savoring Stories campaign:
- Website: europa.eu.more-than-food-us
- Instagram: @morethanfoodUS
- LinkedIn: More Than Food US
- Podcast on Spotify: European Tasty Tales
- Contact: morethanfood_US@agripromotion.eu
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