COLOURS BY EUROPE. TASTES OF EXCELLENCE
[Bundang, Kyoung-gi , Dec. 17, 2021] ‘Colours by Europe. Tastes of Excellence’ campaign, which presents and promotes the European Union (EU) agricultural food and beverages products, launches its first retail activation with a European Christmas food market from 17th – 30th December, 2021 at AK Plaza Bundang.
The launch event was graced by Mr. John BOGAERTS, Head of Political, Press and Information Section at the EU Delegation to the Republic of Korea, together with Mr. Jae Chun KIM, President of AK Plaza.
The EU is well known for its safe, high-quality, authentic and sustainable food. The upcoming retail event and promotions will highlight these characteristics of EU food and beverage products, ranging from meat and dairy products, fruits and vegetables to pasta, cereals, oils, sweets, wines, beer, spirits, and more at AK Plaza. You can buy and enjoy them with peace of mind because stringent safety production standards and quality controls are guaranteed for the products through the whole production chain, from farm to fork, and, at the same time, to ensure environmental, social, and economic sustainability.
Discover over 800 EU agricultural food and beverage products on promotion this festive season! Explore the world-renowned Geographical Indication (GI) and Organic products from across the EU. Geographical indication labelling scheme is a guarantee of authenticity. The EU quality policy on GIs aims at protecting the names of specific products to promote their unique characteristics, linked to their geographical origin and traditional know-how. There are currently over 3000 agricultural food products covered by these schemes. While the Organic logo, indicates that at least 95% of the ingredients are organically farmed.
17th – 23rd December, 2021 @Christmas Market located at the main square
17th – 30th December, 2021 @AK Plaza Food Market located on B1.
Follow us on Instagram and Website to explore the colourful and delicious world of EU agricultural food and beverage products this festive season! Foodies and gastronomy fans can follow us and share our campaign social media account with your family and friends.
[Photo caption] Chargé d ’Affair, Mr. John BOGAERTS, Head of Political, Press and Information Section at the EU Delegation to the Republic of Korea, together with Mr. Jae Chun KIM, President of AK Plaza, jointly graced and toured the launch of the first “Colours by Europe. Tastes of Excellence.” Christmas Food Market retail promotion in Korea. The retail activation is a collaboration between the European Union (EU) and AK Plaza Retail Group in the context of the larger EU campaign “Colours by Europe. Tastes of Excellence”, aiming at promoting the wide variety of quality, safe, authentic, and sustainable EU agricultural food and beverage products in Korea. The campaign also presents the EU’s "Farm to Fork" strategy, which aims to achieve a sustainable food system with guaranteed quality throughout the value chain for environmental, social, and economic sustainability. The European Union and AK Plaza welcomed guests to get into the mood for Christmas at AK Plaza Bundang branch from 17th -30th December, 2021.
[Photo caption] Chargé d ’Affair, Mr. John BOGAERTS, Head of Political, Press and Information Section at the EU Delegation to the Republic of Korea, at the two-week ‘European Christmas Market’ at the AK Plaza Bundang branch from 17th – 30th December, 2021. The Christmas market will promote over 800 EU agricultural food and beverage products, which include world-renowned Geographical Indication (GI) and Organic food products from across the EU.
About “Colours by Europe. Tastes of Excellence.” Campaign
The “Colours by Europe. Tastes of Excellence.” campaign is an EU agricultural food and beverage products promotion campaign which was officially launched in South Korea on 19th July, 2021. The European Union (EU) aims to increase the awareness of the key merits of EU food and beverage (F&B) products (safety, quality, authenticity, sustainability), to educate the audiences on how to best enjoy, and to encourage purchase in South Korea. The 14-month campaign is presented with distinctively colourful and appetising food stories and campaign visuals through consumer events, retail promotions, HoReCa promotions, public relations, and social media activations in the South Korean market.
About The European Union (EU) and Food System
A single entity, a single set of rules
The European Union (EU) is a political and economic union of 27 Member States. With an estimated population of about 446 million, the EU is one of the largest trading blocks in the world, including the agri-food sector, which employs over 4 million workers and over 300 000 businesses.
The European food system is recognised and trusted because of its harmonised, single set of food laws. The General Food Law Regulation applies to all EU and national measures relating to food and feed, pertaining to the production, processing and distribution of all EU agricultural food and beverage products. The core objectives of this legislation include ensuring food safety, improving food quality, and generating consumer confidence.
EU food law protects as much the consumer, by guaranteeing high-quality and safe agricultural food products, as the health of the planet. Complementing the EU Green Deal, the Farm to Fork Strategy aims to make food systems fair, healthy, and environmentally friendly. Priorities include a 50% reduction in the use of more hazardous pesticides and increasing the share of agricultural land under organic farming to 25% by 2030.