The European Union has launched a campaign aimed at showcasing the unique qualities of European food and drink to UK food industry professionals. The campaign focuses on the EU’s outstanding credentials in food safety, quality, authenticity, and sustainability.
The initiative, More Than Only Food and Drink, aims to enhance the appreciation of EU food and beverage products among UK businesses, highlighting what sets them apart from competitors.
The campaign covers six key categories: processed meats (charcuterie, hams, sausages), fresh meats (poultry, beef, pork, lamb), dairy and cheese, fresh and frozen fruits and vegetables, bakery and confectionery items, and wine, spirits, and beers.
A team of UK-based experts has been recruited to support the initiative, promoting the EU’s high standards in safety, quality, animal welfare, and sustainability. The campaign also aims to increase awareness of EU quality labels like Protected Denomination of Origin (PDO), Protected Geographical Indication (PGI), and EU Organic.
More Than Only Food and Drink will feature a range of activities, including trade exhibitions, seminars, roundtables, and webinars. Study trips to EU countries will provide hands-on learning opportunities, while innovation showcases will highlight advanced EU food technologies.
An integrated media campaign will support the events, ensuring the message reaches as many professionals as possible.
Patrick McGuigan, cheese writer and campaign advisor, noted: “This campaign aims to highlight the remarkable quality and diversity of food and drink made in the 27 Member States of the EU. From sustainable farming and traditional production practices to the EU Quality Labels scheme and strong food safety and traceability standards, the EU produces food and drink that is not only delicious, but is also rooted in cultural heritage, time-honoured traditions and innovation. As the campaign strapline says, it’s ‘More Than Only Food and Drink.’”
“The ultimate aim is to encourage the imports, use and sales of authentic EU agricultural food and beverage products in the UK.”