New Book Guides UK Buyers Through Untapped Potential Of Distinctive European Products

The European Union has launched a book to help UK retailers, wholesalers, importers, distributors, chefs, and foodservice buyers explore the region's breadth and quality of food and drink as an opportunity to strengthen product portfolios and create a point of difference for their businesses. 

Image: European Union

As consumer demand grows for authentic, premium, and sustainable products, the book, titled ‘A Taste of Excellence’, offers UK buyers a deeper understanding of how distinctive EU products, particularly lesser-known ‘hidden hero’ products, can support menu development, category expansion, and premium product positioning within the UK. 

“EU producers are ideally positioned to meet these demands,” the book explains. “From sustainable farming practices and eco-friendly packaging innovations to the preservation of traditional production methods, EU food and drink are at the forefront of a movement that prioritises both quality and responsibility.”

For UK retailers, foodservice providers, and distributors, the book states that the EU’s powerhouse food and drink sector offers clear benefits: diversity and distinction, trust and transparency, sustainability and ethical sourcing, and alignment with UK consumer trends.

Focusing on the many ‘hidden hero’ products still underrepresented in the UK market, the book serves as a practical tool for trade professionals seeking to broaden their ranges with high-quality, traceable, and authentic European products that have significant potential in the UK.

Fresh Produce Under The Spotlight 

As well as meats, cheese, wines and spirits, the book features various stand-out fresh fruits and vegetables, as well as dried fruits, including:

• Jabłka grójeckie PGI – apples from Poland

• Abricots rouges du Roussillon PDO – red apricots from France

• Wiśnia nadwiślanka PDO – sour cherries from Poland

• Castanha dos Soutos da Lapa PDO – chestnuts from Portugal

• Alho da Graciosa PGI – garlic from Portugal

• Steirischer Kren PGI – horseradish from Austria

• Elia Kalamatas PDO – Kalamata olives from Greece

• Latvijas lielie pelēkie zirņi PDO – large grey peas from Latvia

• Pêra Rocha do Oeste PDO – Rocha pears from Portugal

• Peras de Rincón de Soto PDO – delicate pears from Spain

• Pruneaux d’Agen PGI – prunes from France

• Ptujski lük PGI – red onions from Slovenia

• Korinthiaki Stafida Vostitsa – raisins from Greece

Image: European Union

Unlocking UK Potential

The book has been developed by the European Commission’s Directorate-General for Agriculture and Rural Development (DG AGRI) as part of the ‘More Than Only Food & Drink’ UK campaign. 

Designed to drive new business opportunities, the publication includes market insights and product spotlights, features producer case studies – including one from a sustainable tomato grower from Slovakia – as well as testimonials from UK food and beverage experts and advisors to the ‘More Than Only Food and Drink’ programme.  

A central aim of the book is to showcase the EU’s lesser-known regional products – those with strong origin stories, distinctive flavour profiles, and clear commercial potential for the UK, yet which have not always been visible in the British market.  

Throughout the book, readers can discover producers whose work epitomises this theme of ‘hidden heroes’, many of whom are recognised by the EU’s renowned authenticity schemes, including Protected Designation of Origin (PDO) and Protected Geographical Indication (PGI). 

“By combining compelling storytelling with practical trade intelligence, A Taste of Excellence offers UK buyers a fresh perspective on European food and drink," a press release explained. 

“Aligning with UK consumer trends and the growing demand for authentic and sustainable products, it is an invaluable resource to help them discover hidden gems, expand their sourcing horizons, and unlock new opportunities for growth – including seasonal opportunities offered by EU food and drink.”

Download a digital version of the book via the 'More Than Only Food & Drink' campaign website here.