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The European Union has initiated the ‘More Than Only Food and Drink’ campaign aimed at increasing awareness of European food and beverage products among UK industry professionals.

This effort comes amid ongoing discussions about trade relations following Brexit and seeks to highlight the quality, safety and sustainability of EU offerings.

Focusing on six key product categories – processed meats, fresh meats, dairy and cheese, fresh and frozen fruits and vegetables, bakery products and confectionery, as well as wine, spirits and beers – the campaign aims to inform UK businesses about the distinctive characteristics of EU agricultural products.

A team of advisors with expertise in these categories will support the campaign by promoting the standards and regulations that ensure food safety and quality in the EU. This includes highlighting animal welfare practices and environmental sustainability efforts.

Additionally, the campaign seeks to enhance understanding of EU quality labels such as Protected Denomination of Origin (PDO) and Protected Geographical Indication (PGI), which signify authenticity and regional heritage.

Patrick McGuigan, a cheese writer and educator involved in the initiative, said: “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.”

The 'More Than Only Food and Drink' campaign will include a variety of events such as trade exhibitions, seminars on sustainability and discussions focused on specific sectors. Webinars in collaboration with industry publications will also be part of the outreach effort. These activities are designed to provide UK professionals with insights into EU food technologies and production practices.

This initiative arrives at a pivotal moment for the UK food industry, which is adjusting to new supply chain dynamics and shifting consumer preferences.

By encouraging greater familiarity with EU agricultural products, the campaign aims to facilitate trade and diversify the market offerings available to UK consumers.

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