The European Union has launched a new initiative to highlight the unique qualities of European food and drink to UK food industry professionals. The campaign underscores the EU’s commitment to food safety, quality, authenticity, and sustainability.
Titled More Than Only Food and Drink, the campaign seeks to build awareness of what makes EU food and beverage products exceptional and appealing to UK businesses.
The campaign focuses on six main product categories: processed meats such as charcuterie, salami, and hams; fresh meats like poultry (duck and goose), beef, pork, and lamb; dairy and cheese; fresh and frozen fruits and vegetables; bakery and confectionery products; and wine, spirits, and beers.
To support the initiative, UK-based advisors with expertise in these categories have been enlisted. These experts will promote the EU’s rigorous safety standards, strong quality measures, and environmental and animal welfare regulations. The campaign also aims to improve recognition of EU quality labels such as Protected Denomination of Origin (PDO), Protected Geographical Indication (PGI), and EU Organic.
More Than Only Food and Drink invites UK food professionals to explore European products through events like trade exhibitions, roundtables, seminars on sustainability, and webinars in collaboration with leading trade publications. Additional features include innovation showcases highlighting advanced food technologies and study trips to EU countries, offering participants hands-on experience.
An integrated media strategy, combining earned and paid outreach, will further extend the campaign’s reach to a broader audience.
Patrick McGuigan, cheese writer and educator, and a category advisor to the campaign, said: “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.’”
