The EU announced the launch of the 14-month “Colours by Europe. Tastes of Excellence” Campaign, running from July 2021 until August 2022, to raise awareness on the safety, quality, authenticity, sustainability and diversity of EU agricultural food and beverages products in South Korea. Led by the EU, the campaign “Colours by Europe. Tastes of Excellence” promotes agricultural products, including meat (beef and pork), Geographical Indication products such as dairy (cheese, butter) , olive oil, wine and beer, livestock, and organic products, including fruits, vegetables and cereals, produced by the 27 member countries in the EU region. The virtual launch event was held on July 19, with participants from trade industry including importers, distributors, and retailers, as well as EU officials. Maria Castillo-Fernandez, Ambassador of the European Union to the Republic of Korea, said, “This year is a special year. We are celebrating the tenth year anniversary of the EU-Korea Free Trade Agreement that comes with an impressive growth in bilateral trade of more than 46%, reaching over €110 billion among which exports of agricultural products to Korea tripled in ten years by reaching 3 billion euros in 2020.” Christoph Heider, President of the European Chamber of Commerce in Korea, said, "The EU agricultural food products account for 12.9 percent of all agricultural products imported to Korea. The EU applies rigorous production standards and food-labelling requirement to all agricultural food and beverages products from farm to fork. I hope this campaign will raise awareness on the high-quality controls of the EU agricultural products and increase consumption in Korea.” He also predicted that EU agri-food's entry into the Korean market would increase further. Hee Young Noh, CEO of FNB LAB said, “As the importance of healthcare has been on the rise in Korea society, interest on the food we consume and on immunization are expanding.” She also said, “Due to increased the variety of distribution channels and consumption culture, the demand for EU agricultural products is also expected to increase.”

During the 14-month campaign period, a variety cooking classes for consumers, Horeca and retail promotional events with renowned restaurants and hyper markets will be organized in Seoul. The campaign will ensure online presence as well, to promote EU Agri products produced at the 27 European countries. Consumers will learn how to best enjoy EU food on their own, or in different food combinations, and to encourage purchase. European recipes with EU food products will be introduced on the social media accounts with the aim to inspire consumers when preparing their own food. Regular updates on the EU food and beverages will be shared on the campaign website.

If you want to to explore colourful and delicious world of EU agricultural food products, food connoisseurs are invited to follow our campaign, stay informed about the campaign and European foods and beverages, on our official channels.