Exhibiting at International Food & Drink Event (IFE) 2025

"More Than Only Food & Drink" is a strategic promotional campaign under the European Union’s agri-food initiatives, aimed at showcasing the exceptional quality, safety, sustainability, and diversity of European food and beverages to the global market. Operating under the "Enjoy, it's from Europe" program, the campaign specifically targets UK audiences to reinforce trust in European agri-food products post-Brexit.

Brief History

Launched as part of the EU's broader strategy to promote European agricultural products worldwide, the "More Than Only Food & Drink" campaign aligns with Regulation (EU) No 1144/2014, which governs information provision and promotion measures. The campaign was activated to continue fostering trade relations between the EU and the UK after the political and trade realignments following Brexit.

Core Business

The campaign focuses on promoting EU-produced food and drink items to British consumers, retailers, and wholesalers. It highlights key attributes such as safety, traceability, authenticity, nutritional value, and sustainability of EU agri-food products.

Product and Service Offerings

"More Than Only Food & Drink" promotes a wide variety of EU agricultural and food products, including:

• Processed Meat: Charcuterie, salami, hams, sausages
• Fresh Meat: Pork, beef, lamb, poultry
• Dairy and Cheese: PDO and PGI-certified cheeses, butter, cream
• Fruits and Vegetables: Seasonal, fresh, and frozen produce
• Bakery and Confectionery: Artisan breads, pastries, and traditional sweets
• Alcoholic Beverages: Wines (including DOC, DOCG), beers, spirits

These products are presented through food fairs, in-store promotions, digital campaigns, and educational programs.

Specialisation and Core USP

The campaign’s core USP lies in the traceability and safety of EU food standards, which are among the strictest in the world. European products promoted through this initiative comply with over 1,500 geographical indications (GI) under the EU schemes for PDO (Protected Designation of Origin), PGI (Protected Geographical Indication), and TSG (Traditional Speciality Guaranteed), ensuring authenticity and regional integrity.

Financials

While "More Than Only Food & Drink" does not operate as a commercial company, it is funded by the European Union under its promotion policy:

• The EU allocated €185.9 million in 2023 for the promotion of agri-food products under the “Enjoy, it's from Europe” umbrella.
• UK-specific campaigns have received portions of this funding annually, typically within the range of €2-4 million, based on campaign scope and timeline.

Shipment Data

As this is a promotional campaign and not a trading entity, direct shipment records under its name are not available. However, the campaign directly correlates with trade activity:

• In 2022, EU agri-food exports to the UK totaled €43.5 billion, with a consistent upward trend despite trade barriers.
• Categories such as dairy, processed meat, and wine—key focus areas of the campaign—accounted for over 45% of the total export volume to the UK.

Target Market

The campaign strategically targets:

• Retailers and wholesalers in the UK seeking high-quality, certified EU products
• British consumers looking for trusted, traceable food options
• Foodservice and hospitality sector in the UK
• Chefs and culinary professionals promoting EU gastronomy

Capabilities

Through immersive digital content, social media outreach, interactive events, and collaborations with retail chains and restaurants, the campaign has effectively engaged its target audience. It also provides:

• Market-specific advertising and educational content
• Product sampling and live demonstrations
• B2B matchmaking between EU producers and UK distributors

Certifications and Compliance

All products showcased in the campaign comply with:

• EU food safety regulations (Regulation EC No 178/2002)
• Animal welfare standards
• Sustainability protocols under the EU Farm to Fork Strategy
• Geographical indications (GI) under PDO, PGI, and TSG classifications

These standards often exceed international food safety benchmarks.

Customer Testimonials

Testimonials are captured in the form of endorsements and participation by well-known European chefs, food critics, and UK importers who praise the campaign’s role in maintaining food quality assurance and consumer trust.

Major Achievements

• Participation in major UK trade shows such as IFE London and Speciality & Fine Food Fair
• Featured collaboration campaigns with UK retail brands and restaurants
• Over 10 million impressions across social media and digital platforms in 2023 alone
• Maintained EU food visibility in UK retail markets post-Brexit

By reinforcing the values of quality, safety, and sustainability, "More Than Only Food & Drink" continues to position European food as a benchmark of excellence in the UK market.