More Than Only Food & Drink - new campaign launched showcasing the very best of EU Food & Beverage

The EU proudly presents "More Than Only Food & Drink - blending innovation authenticity, quality, sustainability, and safety", a comprehensive communication campaign designed to showcase the outstanding qualities of EU food and beverage products to UK food industry professionals.

The Mission 

The mission of the campaign is to reinforce awareness and appreciation among UK food businesses of the key characteristics that make EU F&B products stand out. We focus on four primary pillars: uncompromising safety, exceptional quality, guaranteed authenticity, and commitment to sustainability. 

EU food safety is ensured through rigorous controls and traceability systems, supported by stringent animal and plant health regulations. We employ an advanced regionalisation approach to disease control and maintain high standards of animal welfare.  

The exceptional quality of EU products is evident in their nutritional value, health benefits, and delicious taste. We continually innovate to enhance product excellence while implementing robust measures to combat food fraud along the supply chain. 

Authenticity is at the heart of food and drink in the EU. Protected Designation of Origin (PDO), Protected Geographical Indication (PGI), and Geographical Indication (GI) certifications guarantee the origin and traditional production methods of many EU products. This diverse range of offerings reflects our rich cultural heritage and traditional know-how. 

Sustainability is a key focus for agriculture in the EU. We have set ambitious targets to reduce the use of pesticides, antimicrobials, and excess fertilisation. The EU actively promotes organic farming, improved animal welfare, and initiatives to reverse biodiversity loss and protect the environment. Our commitment to sustainable agricultural practices ensures that EU food and drink not only tastes good but also contributes to a healthier planet.  

EU food and beverage products offer More Than Only Food & Drink - they represent a rich tapestry of cultural heritage, time-honoured traditions, and innovative practices.  

Product Showcase 

Our campaign highlights a diverse range of product categories, each with its own set of hero products and hidden gems. Including: 

  • Processed and fresh meat 
  • Dairy products, especially cheeses 
  • Fresh and frozen fruits and vegetables 
  • Bakery products 
  • Confectionery 
  • Wines, spirits, and beers 

 

Engaging with the UK Food Industry 

We invite UK food industry professionals to explore this world of EU F&B through a series of engaging events, informative seminars, and interactive experiences. Our campaign includes large-scale trade exhibitions, specialised seminars on topics like sustainability, exclusive roundtables focusing on wine and meat industries, and webinars in collaboration with leading trade publications. We also offer innovation showcases highlighting cutting-edge EU food technologies and organise study trips to EU countries for hands-on experience with producers. 

Our Target Audience 

Our target audience encompasses B2B professionals across the UK food and beverage industry, including importers, food trading companies, retail sector representatives, and HORECA professionals. While our campaign has a national reach, we are particularly focusing on major urban centres including London, Manchester, Birmingham, Leeds, Edinburgh, Glasgow, Cardiff, and Bristol - key hubs for the UK's food and beverage industry. 

Join us at in person campaign events 

In the UK we are planning eight total events in 2024 targeting food and beverage industry professionals, ranging from large trade exhibitions like the Speciality & Fine Food Fair to smaller, focused gatherings such as wine and meat roundtables, or tasting opportunities at wholesaler and retailer headquarters. Our events utilise various communication tools such as tasting stands, brochures, and educational materials to engage with our target audiences. We also have several virtual events like the Sustainability Summit Seminar and a webinar with The Grocer magazine. In all of our events, we showcase EU products, discuss sustainability, explore post-Brexit EU/UK supply chains, and highlight innovation in the food and drink industry.  

 

Confirmed events schedule & registration details

Event  

Date 

Location 

Short description   

Speciality & Fine Food Fair  

10-11 September 2024  

Olympia, London  

For 25 years, SFFF has been the go-to showcase for emerging and established brands within the artisan, fine food and drink industry. The Fair is a second-to-none opportunity to launch new products, promote existing products, meet the industry and share knowledge and innovations. Speciality & Fine Food Fair (SFFF) is the premier platform for artisan food and drink brands, offering opportunities to launch new products, network, and learn about industry trends.  

The European Commission will take part in:  
- One stand area with tastings and product showcases to highlight some of the interesting and diverse cheese products available from the EU. 
 
- One takeover session at the Trends Theatre Headline Sponsor, sharing insights and discussing EU products in depth.    
- Sample product included in Power Breakfast goodies bags for VIP attendees  

  • A dedicated booth featuring cheese tastings and product displays showcasing the variety and quality of European cheeses. 
  • A presentation at the Trends Theatre, where experts will discuss European cheese products in detail. 
  • Product samples included in VIP attendee breakfast bags. 

 

Registration link for visitors: Speciality and Fine Food Fair 

The Caterer Sustainability Summit Seminar  

19 September 2024  

Online, National  

Sustainability Summit is a virtual event that takes place every year and brings together buyers, importers, and operators from the HORECA sector with an interest in sustainability to hear a morning of panel debates and discussion.   
   
As sponsor of the Sustainability Summit, the European Commission will speak on one of the panels, drawing attention to the sustainability credentials of EU food and drink products with a reference to organics and quality. The Sustainability Summit is an annual virtual event that connects buyers, importers, and operators in the hospitality, restaurant, and catering (HORECA) industry who are committed to sustainability. Attendees can participate in morning panel discussions and debates. 

As a sponsor of the Sustainability Summit, the European Commission will participate in a panel discussion, highlighting the sustainability of European food and drink products, including organic options and quality standards. 

Registration link:The Caterer Sustainability Summit Seminar 

Food Matters Live  

8-9 October 2024  

Ascot, England  

Food Matters Live Sustainable Sourcing is bringing together industry leaders, innovators and experts to delve into the crucial discussions surrounding the path to achieving net zero targets, delivering a sustainable and ethical ingredients supply chain and the new approaches to positive nutrition. Food Matters Live Sustainable Sourcing brings together industry leaders to discuss achieving net zero, sustainable ingredients, and positive nutrition.  
Our partnership with Food Matters Live Sustainable Sourcing programme will showcase the EU’s commitment to sustainable supply chains/sustainable ingredients.   

The European Commission will take part in: 
- One speaking session inclusion in the programme, focusing on the Fruits and Vegetables category  
- Two roundtables (one per day) as part of the Sustainable Sourcing theatre  Our partnership with Food Matters Live Sustainable Sourcing will highlight the European Union's dedication to sustainable supply chains and ingredients. 

The European Commission will participate in: 

  • A speaking session focusing on fruits and vegetables. 
  • Two roundtable discussions as part of the Sustainable Sourcing theatre. 

 

Registration link: Food Matters Live 

Harpers Wine & Spirits Magazine  

14 October 2024   

London, England  

Wine Roundtable  
Roundtable hosted by editor of trade magazine Harpers and attended by leading industry professionals to discuss topics key to the UK wine market, namely Undiscovered Wine Regions. Discussion on the importance of new wine regions and how to get them accepted by the British consumer.
 
   
Exclusive sampling at pre-debate tasting. Write up debate to appear across 4 pages in Harpers Wine & Spirits Magazine to include key tasting notes. A gathering of industry leaders hosted by Harpers Wine & Spirits Magazine will focus on emerging wine regions. Participants will discuss the importance of these new regions to the UK market and how to introduce them to British consumers. 

Before the roundtable, attendees will enjoy exclusive wine tastings. The event will culminate in a detailed write-up, featuring tasting notes, that will be published across four pages of Harpers. 

Word Steak Challenge  

19 November 2024  

London, England  

Meat Roundtable  
The World Steak Challenge, a global quality standard, will host a roundtable to discuss the future of the steak industry.
 
The European Commission will be part of an exclusive invite-only roundtable discussion on the future of the sector to include best practices, integrity, and sustainability. World Steak Challenge launched in 2015 to deliver a recognised stamp of quality to support world-class steak production on a global platform.   
   
It is a unique opportunity to highlight exceptional quality product, breed credentials and processing standards on the international stage.  
The European Commission will be part of an exclusive invite-only roundtable discussion on the future of the sector to include best practices, integrity, and sustainability. 

Registration link: World Steak Challenge 

Discovery Day London 25 November London, England

The European Commission partners with Restaurant to create a one-day food and drink event for chefs and restaurant businesses looking to enhance their menus and discovery the wealth of the food produce across the EU.

More information and registration is here
 

 

 

 
Online any time 

"More Than Only Food & Drink" invites you to taste the difference, experience the quality, and embrace the tradition that only the EU can offer. Join us in discovering how EU food and beverage products can enhance your business, delight your customers, and contribute to a more sustainable and delicious food future in the UK.

For more information please contact:

morethanfood_uk@agripromotion.eu