EU Launches Campaign: ‘More Than Food and Drink’

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The EU's "More Than Only Food and Drink" campaign promotes quality, safety, and sustainability of EU products in the UK, highlighting authenticity and cultural heritage.

The EU’s New Campaign: More Than Just Food and Drink

The European Union has launched an exciting new campaign called "More Than Only Food and Drink." This initiative aims to showcase the exceptional qualities of EU food and drink products to UK industry professionals. The campaign emphasizes key aspects such as food safety, quality, authenticity, and sustainability.

Moreover, it focuses on six specific product categories: processed meat, fresh dairy and cheese, bakery products, wine, and spirits. To support this initiative, a team of UK advisors with expertise in these categories has been assembled. Their role is to enhance the campaign’s messaging and ensure that the benefits of EU products are clearly communicated.

In addition, the campaign seeks to improve awareness of EU food quality labels. These include Protected Denomination of Origin (PDO), Protected Geographical Indication (PGI), and EU Organic certifications. By doing so, the EU hopes to foster a deeper understanding of the value these labels bring to consumers and industry professionals alike.

Engaging Events and Educational Opportunities

To effectively promote the campaign, a series of engaging events will be organized. These will include large-scale trade exhibitions and specialized seminars. Topics will cover important issues such as sustainability and innovation in food production.

Furthermore, exclusive roundtables will focus on specific industries, such as wine and meat. Webinars in collaboration with leading trade publications will also be part of the initiative. These educational opportunities aim to provide valuable insights into the EU food and drink sector.

Patrick McGuigan, a cheese writer and educator, emphasizes the campaign’s goal. He states that it aims to highlight the remarkable quality and diversity of food and drink produced in the EU’s 27 Member States. This includes sustainable farming practices and traditional production methods that have been passed down through generations.

The Importance of Authenticity and Cultural Heritage

One of the key messages of the campaign is the importance of authenticity in food and drink. EU products are not only delicious but also rooted in cultural heritage and time-honored traditions. This authenticity is a significant selling point for UK consumers and industry professionals.

Moreover, the campaign aims to encourage the import and sale of authentic EU agricultural products in the UK. By showcasing the unique qualities of these products, the EU hopes to strengthen its position in the competitive UK market.

In conclusion, the "More Than Only Food and Drink" campaign represents a significant effort by the EU to promote its food and drink sector. Through engaging events, educational opportunities, and a focus on authenticity, the campaign aims to foster a greater appreciation for EU products in the UK.

Photo by Allyson Beaucourt on Unsplash

Source: Harpers – EU Launches ‘More Than Only Food and Drink’ campaign