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 events in 2025 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.

Confirmed events schedule & registration details for 2025 events to follow.

All information regarding the campaign is available on the campaign's dedicated website here.

"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:

[email protected]