The European Union has launched a major campaign to promote the exceptional quality, safety, and sustainability of European food and beverage products to professionals in the UK food industry. Titled “More Than Only Food and Drink”, the initiative aims to enhance understanding of the high standards and unique characteristics of EU products, while encouraging their import, use, and sale in the UK market.
The campaign focuses on six key product categories: processed meat such as salami and charcuterie; fresh meat including beef, pork, and lamb; dairy and cheese; fresh and frozen fruits and vegetables; bakery and confectionery; and alcoholic beverages such as wine, spirits, and beer.
Specialist advisors have been enlisted to champion the campaign’s message. These experts will highlight the EU’s commitment to stringent food safety regulations, environmental sustainability, and animal welfare, along with its robust traceability systems. A significant element of the campaign is raising awareness of EU quality labels, such as Protected Designation of Origin (PDO), Protected Geographical Indication (PGI), and EU Organic, which are designed to protect and recognise the authenticity and heritage of European products.
Patrick McGuigan, a cheese writer and category advisor for the campaign, explained:
“This initiative celebrates the remarkable diversity and quality of food and drink from the EU’s 27 Member States. EU products are deeply rooted in tradition, cultural heritage, and innovation, and are produced with a strong focus on sustainability and safety.”
The campaign includes a robust programme of activities aimed at engaging UK food industry professionals. These include trade exhibitions, seminars on topics like sustainability, and exclusive roundtables on the wine and meat industries. Webinars held in collaboration with leading trade publications and innovation showcases will further explore cutting-edge EU food technologies. To provide hands-on experience, study trips to EU countries will offer participants the opportunity to interact directly with producers.
The campaign’s interactive events will be bolstered by a media outreach effort combining earned and paid channels to expand its reach and impact.
The EU has identified the UK as a key market for its food and beverage exports, which boast a reputation for exceptional quality and authenticity. The campaign reflects the EU’s ongoing commitment to fostering strong trade relationships with the UK while ensuring that EU products maintain a competitive edge in an increasingly globalised food market.
As part of its mission, the “More Than Only Food and Drink” campaign underscores the EU’s holistic approach to food production—one that combines safety, sustainability, and tradition with innovation, making its products stand out on the international stage.
