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The European Union has introduced a new communication campaign aimed at showcasing the exceptional qualities of European food and drink to UK food industry professionals. The campaign highlights the EU’s strong credentials in food safety, quality, authenticity, and sustainability.
The initiative, titled More Than Only Food and Drink, seeks to enhance awareness and understanding among UK food businesses of the characteristics that set EU food and beverage products apart from other markets.
The campaign focuses on six key product categories: processed meat such as charcuterie, salami, hams, and sausages; fresh meat including 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.
A team of UK-based category advisors has been brought on board to support the campaign’s messaging. These experts will promote the EU’s high standards in food safety, quality, animal welfare, and environmental protection. The campaign also aims to improve recognition of EU food quality labels, including Protected Denomination of Origin (PDO), Protected Geographical Indication (PGI), and EU Organic.
More Than Only Food and Drink will invite UK food industry professionals to discover EU food and beverage products through events, seminars, and interactive experiences. Highlights include trade exhibitions, specialised seminars on sustainability, exclusive roundtables for the wine and meat industries, and webinars hosted in collaboration with leading trade publications. Innovation showcases will feature advanced EU food technologies, and study trips to EU countries will offer hands-on experiences with producers.
An integrated earned and paid media campaign will complement these events to broaden the campaign’s reach and impact.
Patrick McGuigan, cheese writer and educator, and category advisor for the campaign, commented: “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.”
