The European Union has introduced A Taste of Excellence, a newly released book created to support UK retailers, wholesalers, importers, distributors, chefs and foodservice professionals in discovering the depth and outstanding quality of European food and drink. The publication places special emphasis on the many “hidden hero” products that continue to be underrepresented in the UK.
Produced by the European Commission’s Directorate-General for Agriculture and Rural Development (DG AGRI) as part of the “More Than Only Food & Drink” UK initiative, the book offers trade professionals a valuable resource for expanding their selections with authentic, traceable and high-quality European goods.
Within its pages, readers will find detailed market guidance and product features showcasing items such as Romania’s Telemea de Ibăneşti PDO cheese and Austria’s Steirischer Kren PGI horseradish. Insightful producer case studies reveal stories such as the traditional recipe behind Estonian vodka PGI and the history of Sweden’s Skedvi Bröd PGI bread, alongside testimonials from UK industry experts supporting the “More Than Only Food and Drink” campaign. The content aims to help buyers understand how European products can support menu innovation, premium positioning and category development in the UK market.
A major focus of the publication is to highlight the EU’s less familiar regional foods and drinks — products defined by strong provenance, distinctive flavours and promising commercial potential — yet which remain relatively unnoticed in the UK. Throughout the book, readers encounter producers representing these “hidden heroes”, many certified under the EU’s PDO and PGI authenticity schemes.
Among the featured examples is Ġbejna tan-nagħaġ PDO, a traditional Maltese sheep’s milk cheese crafted using long-standing methods such as drying, peppering and pickling, offering UK delis, cheesemongers and Mediterranean-inspired venues an exceptionally versatile speciality. Hungary’s Gyulai kolbász PGI demonstrates Central Europe’s deep charcuterie heritage; this lightly smoked, paprika-flavoured sausage pairs well with appetisers, sharing platters and slow-cooked dishes, yet remains largely unknown in the British market despite its natural appeal for modern consumers.
In confectionery, Turrón de Alicante PGI from Spain stands out. Dating back to the 15th century, this Mediterranean nougat is still produced using traditional techniques, blending toasted local almonds, honey, sugar and egg whites into a crisp, breakable texture packed with rich, nutty sweetness. Meanwhile, Kaimiškas Jovarų alus PGI — a Lithuanian farmhouse ale brewed using rare local yeast and a distinctive no-boil method — reflects the kind of heritage-led brewing that appeals strongly to UK specialist retailers, bottle shops and the on-trade.
Bringing together compelling product stories with practical business insights, A Taste of Excellence gives UK buyers a fresh lens through which to explore Europe’s food and drink landscape. In line with growing consumer interest in authentic and sustainable options, it serves as a guide for uncovering overlooked products, widening sourcing possibilities and identifying new commercial opportunities, including seasonal prospects offered by EU food and drink.
The publication is available for digital download through the “More Than Only Food & Drink” campaign website, with printed copies also set for distribution at UK campaign events from early 2026. Further details about upcoming 2026 activities can be found on the campaign website.