EU launches campaign to boost awareness of European food, beverage quality in the UK 

UK – The European Union has launched the ‘More Than Only Food and Drink’ campaign, a new initiative aimed at raising awareness among UK food industry professionals about the distinctive qualities of European food and beverage products. 

Targeting six key product categories—processed and fresh meats, dairy and cheese, fresh and frozen fruits and vegetables, bakery and confectionery products, as well as wine, spirits, and beer—the campaign highlights the unique attributes that distinguish EU agricultural products from competitors. 

A team of industry advisors will spearhead efforts to promote EU food standards, including stringent food safety regulations, animal welfare practices, and environmental sustainability measures.  

Additionally, the campaign emphasizes the significance of EU quality labels, such as the Protected Denomination of Origin (PDO) and Protected Geographical Indication (PGI), which reflect authenticity and regional heritage. 

Patrick McGuigan, a cheese writer and educator involved in the campaign, explained its objectives: “This campaign aims to showcase 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 robust traceability standards, the EU produces food and drink that is delicious and deeply rooted in cultural heritage and innovation.” 

The initiative includes a series of trade exhibitions, sector-focused seminars, and webinars in collaboration with industry publications.  

These activities are designed to provide UK food businesses with deeper insights into European food technologies, production practices, and the cultural significance of EU products. 

The campaign comes at a critical time as the UK food industry adapts to evolving supply chain dynamics and changing consumer preferences.  

By fostering greater understanding of EU agricultural products, the initiative aims to support trade relationships and expand market offerings for UK consumers. 

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