EU unveils A Taste of Excellence for UK Food & Drink Professionals

As part of the “More Than Only Food & Drink” campaign in the United Kingdom (2023–2027), implemented by GOPA Com. in partnership with Hopscotch Season UK, the European Union has launched A Taste of Excellence - a flagship publication targeting UK trade professionals. Developed for retailers, importers, distributors, and chefs, the book spotlights Europe’s “hidden hero” products, highlighting their authenticity, traceability, and strong commercial potential. Led by the European Commission’s Directorate-General for Agriculture and Rural Development (DG AGRI), with the support of the European Research Executive Agency (REA), the campaign continues to position EU agri-food products as a benchmark for quality and sustainability. More information is available on the official campaign website.

GOPA Com. led the end-to-end development of A Taste of Excellence, from concept and strategic positioning to content production, design, and final delivery. The 92-page publication, developed over the course of a year, was produced in both digital and print formats and is now ready for distribution at key B2B events across the UK. With a dedicated production budget of €90,000, the project reflects the scale and ambition of the deliverable. It brought together in-depth market research, expert contributions, and product mapping with high-quality storytelling and visual production. Four dedicated photo shoots and producer interviews were carried out across Sweden, Spain, Germany, and Estonia, capturing the people, places, and processes behind emblematic EU products such as Skedvi Bröd PGI, organic cured meats, Kölsch Bier PGI, and Estonian vodka PGI.

By combining strategic insight with compelling content, the publication positions EU products in line with key UK market trends, including demand for authenticity, sustainability, and premiumisation. It provides trade professionals with a practical tool to expand assortments, strengthen category positioning, and unlock new growth opportunities. As a flagship deliverable of the campaign, A Taste of Excellence demonstrates GOPA Com.’s ability to design and deliver complex, multi-market communication tools that connect European producers with international buyers.

Download the campaign book: A Taste of Excellence | More Than Only Food & Drink – UK