Europe Shares is a European Union-funded promotional initiative designed to highlight the excellence, diversity, and traceability of EU agricultural products across global markets. Operated by the Baltic Gastronomy Leaders (BGL) and headquartered in Vilnius, Lithuania, Europe Shares is a multi-country, multi-annual campaign that promotes EU agri-food products in key third-country markets, including the United Kingdom, United States, Canada, Japan, and South Korea.
Core Objective & Activities
The core mission of Europe Shares is to:
- Promote EU agricultural products with quality designations such as PDO (Protected Designation of Origin), PGI (Protected Geographical Indication), and organic certification.
- Educate consumers and trade professionals in international markets about the safety, sustainability, and authenticity of EU food and beverage products.
- Enhance competitiveness of EU producers by facilitating B2B trade relationships, tasting sessions, and promotional events.
- Support EU exporters through trade show participation, in-store promotions, PR campaigns, and digital outreach.
These objectives are realized through a three-year promotional programme co-financed by the European Commission under Regulation (EU) No 1144/2014.
Product Categories Promoted
Europe Shares supports and showcases a wide variety of EU-origin food and beverage products:
- EU Organic Products: Certified items grown and processed according to EU organic standards.
- Wines & Spirits (PDO/PGI): Regional wines and spirits from France, Italy, Spain, and other EU countries protected by geographical status.
- Dairy Products: High-quality cheeses, milk products, and yoghurts with traditional European craftsmanship.
- Processed Fruits & Vegetables: Preserved items like canned tomatoes, olives, jams, and pickled vegetables.
- Juices & Soft Drinks: Natural fruit juices and carbonated beverages with no artificial additives.
- Fruit & Berry Wines: Alcoholic beverages produced from apples, cherries, raspberries, and other fruits.
- Cereals & Cereal Products: Including wheat, barley, oats, and grain-based foods like pasta and flour.
- Poultry Meat: Chicken and turkey products produced under EU animal welfare standards.
- Frozen Bakery Goods: Breads, croissants, and other baked items made in Europe and exported frozen.
- Animal Feed & Cereal Residues: Agricultural by-products used in animal husbandry.
- Chocolate & Cocoa-Based Foods: Confectionery products crafted by European chocolatiers.
These product categories are presented in international campaigns to raise awareness and boost demand for EU-sourced food.
Strategic Markets & Export Focus
Europe Shares targets high-potential third-country markets where demand for premium, traceable, and sustainable food is rising. These include:
- United Kingdom: Focus on foodservice, retail, and distribution partnerships post-Brexit.
- United States: Targeting gourmet and organic segments with premium dairy, wine, and cereals.
- Japan & South Korea: Promoting traceability, health benefits, and sustainability.
- Canada: Building consumer awareness for EU organic and PDO-certified products.
Campaign activities are localized for each market with tailored content, language adaptation, and region-specific product emphasis.
Export Data & Trade Facilitation
While Europe Shares is not a commercial exporter, its impact can be assessed through trade facilitation metrics:
- EU agri-food exports reached €228 billion in 2022, with key growth in wine, dairy, cereals, and processed foods.
- The UK remains one of the top export destinations, with EU agri-food exports valued at over €40 billion annually post-Brexit.
- The programme supports over 300+ EU producers, providing them access to global retail and foodservice partners via events and B2B matchmaking.
Europe Shares acts as a bridge between EU exporters and international buyers, creating trade opportunities through knowledge sharing and exposure.
Promotional Activities & Events
Europe Shares organizes and participates in:
- International trade fairs such as SIAL, Anuga, Food & Drink Expo UK, and Fancy Food Show.
- Tasting events and chef-led cooking demonstrations showcasing product applications.
- Retail sampling campaigns and pop-up exhibitions in key cities like London, New York, Tokyo, and Seoul.
- B2B networking events connecting EU producers with importers, distributors, and retailers.
- Digital advertising campaigns on platforms like Instagram, Facebook, and YouTube to reach millennial and Gen Z consumers.
Each activity is designed to improve product visibility, educate consumers, and generate qualified leads for EU food exporters.
Certifications & Compliance
Products promoted under the Europe Shares campaign comply with the highest EU food safety and sustainability standards:
- EU Organic Certification
- PDO and PGI labels
- HACCP and ISO-compliant processing
- Non-GMO and allergen transparency
- Animal welfare and traceability regulations
These certifications help differentiate EU products in markets where food safety, environmental stewardship, and origin labeling are valued.
Leadership and Governance
- Managed by Baltic Gastronomy Leaders (BGL), a Lithuanian organization experienced in EU-funded agri-food projects.
- Project Director: Mr. Romas Apulskis, overseeing operational and strategic execution of all campaign elements.
- Supervised by the European Commission's Directorate-General for Agriculture and Rural Development (DG AGRI).
With transparent governance and public accountability, Europe Shares maintains integrity in its promotion and communication practices.
Recognitions & Achievements
- Official promotional partner in the EU's Enjoy! It’s from Europe campaign umbrella.
- Featured in leading agri-food publications and at top-tier international food exhibitions.
- Supported hundreds of EU SMEs in gaining new markets and enhancing export competitiveness.
Through strategic promotion, strong compliance, and market-specific engagement, Europe Shares has positioned itself as a flagship initiative for elevating the global profile of European food and beverage excellence.
