The European Union has launched a communication campaign to highlight the exceptional quality and diversity of European food and drink products to UK food industry professionals. The initiative focuses on promoting the EU’s strengths in safety, sustainability, authenticity, and quality.
Named More Than Only Food and Drink, the campaign aims to raise awareness of the standout characteristics of EU food and beverages, distinguishing them from global competitors.
The campaign highlights six primary product categories: processed meats like charcuterie, salami, and sausages; fresh meats including poultry, beef, and lamb; dairy and cheese; fresh and frozen fruits and vegetables; bakery and confectionery; and wine, spirits, and beers.
A panel of UK-based category advisors has been appointed to communicate the EU’s commitment to food safety, high standards, and environmental care. They will also raise awareness of EU quality assurance labels, including Protected Denomination of Origin (PDO), Protected Geographical Indication (PGI), and EU Organic.
The campaign offers UK professionals a variety of opportunities to engage with EU food and drink products, including trade exhibitions, seminars on sustainability, industry-focused roundtables, and innovation showcases. Study trips to EU countries will provide hands-on exposure to production processes.
A robust earned and paid media campaign will amplify the initiative’s messaging, ensuring it reaches a wide audience across the UK.
Patrick McGuigan, cheese writer and campaign advisor, explained: “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.’”
