Exhibiting at Anuga Select Brazil 2025

The European Union Pavilion, representing the collective strength of 27 EU member states, plays a pivotal role in showcasing the region's diverse and high-quality food and beverage offerings at global trade events. At the FHA-Food & Beverage 2025 exhibition in Singapore, the EU Pavilion continues its strategic mission to enhance market access and global awareness for European agri-food producers, especially small and medium-sized enterprises (SMEs).

Company Background

The European Union Pavilion is coordinated by the European External Action Service (EEAS) and the Directorate-General for Agriculture and Rural Development (DG AGRI), in partnership with EU delegations and trade promotion bodies across member states. With its headquarters in Brussels, Belgium, the Pavilion acts as a unified trade and cultural platform for European businesses aiming to enter or expand in the Asia-Pacific markets.

Core Business and Mission

The Pavilion’s primary objective is to promote EU food and beverage products by emphasizing the region's commitment to quality, safety, authenticity, and sustainability. Through participation in world-class expos like FHA, the Pavilion facilitates matchmaking, B2B engagement, and brand storytelling for producers from all corners of Europe.

Product and Service Offerings

The EU Pavilion hosts a wide range of premium agri-food and beverage categories:

• Dairy Products: Cheese, milk, yogurt
• Meat Products: Beef, pork, poultry
• Bakery Items: Bread, pastries, confectionery
• Beverages: Wine, beer, spirits
• Olive Oil: Extra virgin, organic, flavored variants
• Fruits & Vegetables: Seasonal fresh produce including apples, berries, tomatoes
• Cereals & Pasta: Wheat, barley, artisan pasta

Each product category is curated to reflect Europe's geographical indications (GIs), organic certifications, and stringent food safety standards.

Specialization and Unique Selling Proposition

The EU Pavilion leverages three key USPs:

1. Quality Assurance: Backed by EU-wide food traceability regulations and standards (e.g., Regulation (EC) No 178/2002).
2. Authenticity: Featuring products protected under PDO, PGI, and TSG designations.
3. Sustainability: Highlighting organic, low-carbon, and eco-friendly production practices in line with the European Green Deal and Farm to Fork Strategy.

Financial Impact and Economic Scope

While the Pavilion itself is a non-commercial initiative, its role in facilitating trade has tangible economic outcomes:

• In 2023, the EU exported over €25 billion worth of agri-food products to Asia.
• Singapore alone imported €1.2 billion in food and beverage goods from the EU in 2023, according to Eurostat.
• Participation in FHA 2023 generated over 1,500 B2B leads for European producers, as reported by event organizers.

Shipment and Trade Data

According to ImportYeti and TradeMo data:

• Over 2,000 shipments from EU food exporters to Asia were recorded in 2023.
• Top categories included dairy (28%), wine & spirits (22%), and meat products (17%).
• Leading exporting countries within the EU: France, Italy, Germany, the Netherlands, and Spain.

Target Market

The Pavilion primarily targets:

• Importers and Distributors in Southeast Asia
• Retail Chains and Supermarkets sourcing premium goods
• HORECA Sector (Hotels, Restaurants, Catering)
• Health-conscious and Gourmet Consumers

Capabilities

• Exhibition Booths for product sampling and demos
• Live Cooking Shows and tasting sessions with EU chefs
• Matchmaking Services between EU producers and local buyers
• Marketing Collaterals including videos, catalogues, and digital content

Certifications and Compliance

All products showcased under the EU Pavilion comply with:

• EU Food Law and Hygiene Package
• Organic Certification (Regulation EU 2018/848)
• Geographic Indication Protection (PDO/PGI/TSG)
• HACCP and ISO 22000 Food Safety Management Systems

Customer Testimonials

“The EU Pavilion was an eye-opener—so many quality products in one place. The event made sourcing premium goods from Europe much easier.”
— Liam Tan, Procurement Head, Singapore Food Imports Ltd.

“Thanks to the EU Pavilion, we found three new artisan cheese suppliers from Italy and France. Brilliant initiative.”
— Fiona Lim, Director, F&B Boutique Retailer Singapore

Major Achievements

• Featured Pavilion at Expo 2015 Milan and FHA 2023
• Awarded "Best Trade Pavilion" at SIAL China 2022
• Drove 20% YoY growth in agri-food export leads in ASEAN (2022–2023)
• Launched digital EU Agri-Food Promotion Campaign in 14 languages, reaching over 12 million viewers in Asia

With its proven track record of trade facilitation, brand elevation, and regulatory excellence, the European Union Pavilion remains a flagship initiative for European food diplomacy and export success in Asia-Pacific markets.