#United States #New York #European Food #Savoring Stories #EU Campaign

Expansion of European Culinary Culture in the US

The European Union's flagship initiative, More Than European Food and Drinks: Savoring Stories, is celebrating its second year in the United States with notable success in enhancing awareness and appreciation of European food culture. This campaign has not only educated consumers and industry professionals about the rich heritage, quality, and diversity of European food and beverage products, but it has also fostered stronger engagement within the food community.

Significant Milestones Achieved

Building upon the achievements of its inaugural year, the campaign has effectively increased its visibility and engagement strategies across varied platforms. Throughout its second year, numerous B2B and B2C events brought the essence of European cuisine closer to American audiences. The campaign featured tastings and narratives highlighting European food and drink, reaching consumers nationwide.

There has been a marked expansion in digital presence, supported by strong media and influencer partnerships. This effort has not only reinforced the campaign’s impact but also encouraged e-commerce and retail efforts that introduce European products to American households.

Growing Enthusiasm for European Quality

Midline evaluation surveys have shown a rising awareness among Americans regarding the values championed by this campaign. Consumers are increasingly recognizing the quality, safety, and authenticity of European products. The survey revealed that nearly half of the participants could identify key EU certification logos like PDO (Protected Designation of Origin) and PGI (Protected Geographical Indication). Furthermore, 90% of respondents linked EU products with quality and authenticity, signifying a growing trust in European goods.

Harnessing Digital Success

The campaign's digital outreach has reached unprecedented heights, fueled by engaging content that showcases the stories behind European food products. Platforms like Instagram and LinkedIn have transformed into vibrant hubs where audiences explore recipes, educational content, and heartfelt stories from producers. This shift to storytelling yielded substantial results, amassing over 8,000 new social media followers and generating engagement rates in excess of 23% with around 70 million impressions across all channels.

Building Trust Among Professionals

Insightful interviews with American chefs and trade professionals highlighted the importance of storytelling in building trust and demand for European products. Understanding the origin, craftsmanship, and traditional practices associated with the products has equipped industry professionals to communicate more effectively about them to their patrons. This authenticity resonates well with the market, as evidenced by high inventory levels of sought-after European goods like wine and cheese.

Expanding Media Presence

Over the past year, the campaign has effectively broadened its media partnerships with prestigious food and beverage publications, including Wine Enthusiast and Food & Wine. Through these collaborations, stories depicting European traditions and craftsmanship have been shared widely, enriching the campaign’s narrative. Influencers such as Nicole Muscari and Adriana Urbina have also lent their voices, enabling a more personal connection with audiences across various media platforms.

A Robust US Presence Through Events

The campaign has also established a strong foothold at crucial US food festivals, creating memorable experiences for participants. Beyond tasting sessions, these events spotlighted the generational traditions behind the products. Such interactions have converted product sampling into rich cultural exchanges, generating significant consumer interest.

Enhancing Retail and E-Commerce Partnerships

Partnerships with retail and e-commerce entities have proven vital in weaving European stories into the fabric of American homes. Strategies such as in-store tastings and the inclusion of promotional materials in product packaging have allowed consumers to uncover not just new products but also the narratives that accompany them. These endeavors have reported promising results, including 60,000 box inserts and a substantial uplift in sales.

Looking Forward: The Future of Savoring Stories

As the More Than European Food and Drinks campaign steps into its third year, it aims to build on its solid foundation with more creative outreach, expanded partnerships, and enriched educational programs. Upcoming events scheduled for 2026 promise to further draw American consumers into the vibrant world of European culinary traditions. Initiatives like the Star Chefs Industry Lunch and Charleston Wine + Food Festival are sure to captivate attendees while deepening their understanding of the richness of European food culture.

For those eager to learn more about the campaign and stay updated, the official Instagram page and LinkedIn profile offer continuous insights into evolving culinary connections between Europe and the US. This campaign demonstrates a promising synergy that not only promotes products but also celebrates the cultural tapestry that forms the foundation of European gastronomy.