LONDON, UK. September 10th, 2026 – European organic food and drink will be in the spotlight at this year’s Natural & Organic Food Show, where trade visitors can sample a broad selection of products from across the EU at ExCeL London on 16–17 September 2026.
The EU’s More Than Only Food & Drink campaign will host stand NF151, featuring 40 products sourced from all 27 EU Member States. The showcase spans wine and spirits, fruit and vegetables, bakery, confectionery, meat and dairy, including 37 organic products and a selection with Protected Designation of Origin (PDO) or Protected Geographical Indication (PGI) status.
Recognised as a leading UK trade event for the natural, organic and sustainable products sector, the show brings together retailers, buyers, distributors, wholesalers and food industry professionals. The campaign stand will give visitors the opportunity to taste products from across the European Union while learning more about their origins, production methods and commercial potential.
A packed programme of tastings
Across the two-day event, visitors can enjoy three general sampling sessions each day, plus two specialist tastings hosted by expert advisors. Patrick McGuigan will lead a cheese tasting with pairings, while fresh produce consultant Kelly Shields will focus on fruit and vegetables.
The general sampling sessions will feature a selection of products from different EU countries and categories, including meat, dairy, beer, wines and spirits, bakery and confectionery. The specialist tastings will offer more curated selections, with the advisors sharing their expertise and helping visitors explore provenance, production techniques and product quality.
Among the products available to discover will be:
- Organic cheeses, including Comté PDO from France, Parmigiano Reggiano PDO from Italy, Halloumi PDO from Cyprus and Queso Manchego PDO from Spain.
- Organic wines and spirits, including Melnik PDO wine from Bulgaria, Douro PDO red wine from Portugal, single-vineyard Xynisteri PDO from Cyprus and Polish Vodka PGI.
- Organic Styrian Pumpkin Seed Oil PGI from Austria, showcasing a distinctive regional ingredient with a protected connection to its place of production.
- Organic traditional European charcuterie, ranging from Prosciutto di Parma PDO and Spanish chorizo to Greek apaki and Croatian kulen.
- Organic bakery products, including Swedish sourdough rye bread, German pumpernickel and Dutch Gouda cheese biscuits.
- Distinctive fruit, vegetable and store-cupboard products, such as Estonian wild blueberry powder, Hungarian sweet paprika, Romanian pear juice and Slovakian rosehip and sea buckthorn tea.
Explore European cheese with Patrick McGuigan
Award-winning cheese writer and educator Patrick McGuigan will join the campaign stand to lead guided tastings and explore the breadth of European cheesemaking with visitors.
Speaking about the show, he said: “The most exciting thing about European cheese is that there is always a story behind the flavour. Comté PDO, Parmigiano Reggiano PDO, Halloumi PDO and Queso Manchego PDO are all shaped by their local landscapes, raw materials and generations of cheesemaking expertise, yet each offers a completely different tasting experience.
“The guided tastings will give visitors the chance to explore these differences firsthand and understand what organic production and protected status mean in practice. For buyers, that combination of distinctive flavour, authentic provenance and a story that can be clearly communicated is particularly compelling.”
Expert insights into EU Fresh Produce with Kelly Shields
Kelly Shields, fresh produce policy expert and industry consultant, will share her knowledge of the EU fruit and vegetable sector during a dedicated tasting session. She said: “Europe’s fruit and vegetable sector is incredibly diverse, shaped by different climates, landscapes and growing traditions. The tasting will give visitors the opportunity to discover products from across the EU and explore how provenance, organic production and thoughtful processing can create distinctive flavours and formats.
“For buyers, products such as Estonian wild blueberry powder, Hungarian sweet paprika, Romanian pear juice and Slovakian rosehip and sea buckthorn tea demonstrate the potential of fruit and vegetables far beyond the fresh produce aisle. They offer interesting opportunities across retail, foodservice and product development, while giving businesses strong stories to tell around origin, quality and production.”
The campaign stand will also highlight the EU’s approach to organic agriculture, food quality, traceability and sustainable production. Visitors will have the chance to explore the regions represented and learn how producers are combining traditional expertise with innovation and changing approaches to responsible production.
For more information visit enjoy-its-from-europe.campaign.europa.eu.
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