The European Union launches its ‘More Than Food’ Campaign in India

Industry Watch | March 3, 2022 | News

European Union

The European Union (EU) launched 'More Than Food,' an agricultural food campaign, with a curated unique food experience: a virtual tasting event. The tasting, hosted by the EU Delegation to India and renowned Chef Ajay Chopra, ambassador for the More Than Food campaign in India, not only marked the campaign's launch, but also introduced the European Union's 'Farm to Fork' strategy.

With the launch of the campaign, the European Union has provided an opportunity for Indian consumers to learn more about the diverse and rich nature of the country's ingredients and agricultural products. 'More Than Food' brings the authenticity, quality, safety, and sustainability of European food and beverages to life in India through a variety of unique culinary experiences. Chef Ajay Chopra and Chef Guntas are two well-known chefs who have agreed to serve as ambassadors for the campaign.

The event celebrated Europe's rich culture, food heritage, and the stories behind various European Union ingredients such as fruits and vegetables, pork and poultry, olive oil, cheese and dairy, as well as wines and spirits. This was followed by a live 'Do-It-Yourself' session on how to make a charcuterie and cheese grazing board using European products available in India. Chef Ajay Chopra explained each ingredient's origin, use, and the best way to present it on a grazing board.

Ugo Astuto, The Ambassador of the European Union to India and Bhutan, said, “With a partnership of over 60 years, both India and the EU have maintained robust strategic relations. The ‘More Than Food’ campaign is a step towards strengthening this alliance by increasing awareness about EU’s agricultural products. All European products are reinforced by vigorous food safety regulations, guaranteeing authentic, high-quality, sustainable and safe products being exported all over the world. We want to bring the best of European food & beverages to India, and we hope the Indian market will enjoy the rich ingredients from Europe.”

Chef Ajay Chopra, Ambassador for the More Than Food campaign in India said, “I am extremely honoured and delighted to be a part of the European Union’s ‘More Than Food India’ campaign. The European ingredients truly embody the richness and diversity of the European culture. The ‘More Than Food India’ series will give the audience a chance to explore the vast variety of European ingredients. This unique virtual tasting that we hosted with importers, distributors and our audience from the HORECA sector allowed us to showcase how they can enjoy these products, knowing that they are truly authentic, of excellent quality, sustainable and safe to consume. We had an exciting ensemble of products from the European Union, which truly highlighted and brought alive the true heritage of the European food culture. It was good to see how the audience created beautiful grazing boards with these amazing ingredients.”

The European Union (EU) launched 'More Than Food,' an agricultural food campaign, with a curated unique food experience: a virtual tasting event.

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