The EU launched a three-year campaign in April to promote high-end food products across America. The campaign, “More than Food and Drinks, Savoring Stories,” is focused on telling the stories behind each product from a country within the European Union.
“One of the things that define Europe is good quality food,” said Jovita Neliupsiene, the EU ambassador to the United States. Neliupsiene gave opening remarks at a campaign event for journalists at the European Union embassy in Washington, D.C. She explained that Europe is filled with distinct food products because of their history, whether cultural, geographical, or how they are produced, making them difficult to reproduce elsewhere. “Almost all of our high-quality food is a story.”
Authenticity is one of the four themes the campaign is focusing on. Protecting the distinct tastes and regions of where certain foods come from is an important trait consumers look for. The European Union works to enforce the Geographical Indications (GI), meaning the food cannot be reproduced elsewhere but only within a certain geographical location. The other themes the campaign promotes are quality, safety, and sustainability. The standards and taste are recognizable by consumers, and the EU wants to grow more awareness through the campaign.
All 27 member states are participating in the campaign. Italianfood.net Magazine asked if Italy will have more products participating, given the country’s vast food industry. Silke Boger, the EU’s counselor for agricultural trade, said, “It is meant to balance it out and show there are products from all 27 member states that are marketed here and have specific quality characteristics.” The campaign will showcase some of the EU’s finest products to inform and inspire American consumers and professionals.
The goal of the campaign is to raise awareness in the business-to-business sector and target chefs, retailers, and food influencers in America. Participating retailers include Monte’s, Cheese Plus, Zingerman’s Delicatessen, Mongers’ Provisions, Dolcetto, St. James Cheese Company, France 44, Babcock & Miles, The Grand Fromage, Antonelli’s Cheese, Curds & Co., and Guido’s Fresh Market.
In addition to working with retailers, the campaign is working with social media influencers like Adriana Urbina. She is a chef consultant and influencer who shared a few stories about the food served at the campaign launch. Over the next three years, Urbina’s Instagram profile will feature EU products and correlating stories. To learn more about the campaign, visit the website.