“More than Food” How Europe is using the power of stories to sell to Australians at debut pavilion 

Aug 8, 2022

Good food speaks for itself. But when the European Union Pavilion makes its Australian debut at Fine Food Australia this year, it won’t just be great flavours doing the talking. 

Covering 27 member states and an estimated population of 447 million, the European Union (EU) represents a diverse range of food and drink producers like no other, each with their own rich history and traditional production methods, fine-tuned over centuries to give customers that unmistakably authentic European flavour.  

“More than Food, Great Stories to Share.” 

It should come as no surprise therefore that when it comes to fine food, Europe is bursting with stories to discover, share and inspire. 

That’s why the EU is putting storytelling up front and centre at the European Union Pavilion under its ‘More than Food, Great Stories to Share’  slogan. Information sessions, cooking shows and product tastings with famous European and Australian chefs will offer a truly immersive experience to gain a deeper understanding of the origin stories behind each bite, and how to sell this to your customers in Australia. 

Protecting authentic flavours 

Critical to safeguarding these unique stories are the recognition and protection of Geographical Indication (GI) products that have a reputation and qualities arising from a specific origin that cannot be reproduced anywhere else in the world. 

“In addition to wines already protected under the 2009 EU-Australia wine agreement, GIs form part of negotiations now underway between the EU and Australia to secure a Free Trade Agreement (FTA). This includes a request to protect 166 foodstuffs and 234 spirits in addition to wines already protected under the 2009 agreement” says Mr. Gabriele Visentin, who took up his function as the Ambassador-designate of the EU to Australia in September 2022’. 

“We believe the FTA will support post-pandemic economic recovery by creating new opportunities in these important markets, while simultaneously highlighting and protecting GI products.” 

A key feature of the European Union Pavilion will be to introduce products submitted for GI protection as part of negotiations, across five main products categories to be showcased at the pavilion, including cheeses, wines and spirits, olive oil, processed meats (ham, sausages) and other processed agricultural products (bakery products, confectionery, chocolate). 

But what ties all these diverse origin stories have in common? Today they are connected by shared stories around quality, safety, authenticity and sustainability.  

Assuring quality, every time 

“We know how seriously Australian consumers take food safety and sustainability,” added Mr. Gabriele Visentin, Ambassador-designate of the EU Delegation to Australia. “We want to help businesses here give their customers added peace of mind by communicating Europe’s strict health and safety standards that are applied at every stage of the supply chain, from farm to fork.” 

EU food standards cover everything from pesticides to packaging, animal health, organic schemes and sustainability, as backed up by the EU’s wider environmental and climate ambition and sustainable farming practices in the EU Green Deal.    

With every bite, there’s a story to discover, taste and share. But don’t just take the EU’s word for it. Come and taste Europe for yourself! 


Importers, retailers, business owners, chefs and foodies – are you ready to learn more about European products and take your knowledge to the next level? Visit their website and meet the EU team at the European Union Pavilion from 5-8 September 2022 at Hall ‘Flavours of The World’, booth HK30. 

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