EU's "More than Food" Initiative Highlights SIAL India 2024's Culinary Expertise

The EU's 'More Than Food' campaign, which combines tradition and contemporary trends, highlights luxury European flavors and culinary innovations at SIAL India 2024.

By introducing the finest European flavors and culinary experiences to SIAL India 2024, the European Union raises the bar for Indian food and drinks. The EU's "More Than Food" pavilion, which was a part of one of Asia's leading food and beverage trade exhibitions, demonstrated the remarkable variety, excellence, and adaptability of European goods. Visitors got the chance to discover and savor the EU's exquisite products, which included cheeses, premium meats, olive oils, fresh fruits, chocolates, baked goods, and more, while the pavilion told tales of authenticity and narratives of sustainability and safety. 

Chef Ajay Chopra, the campaign ambassador, opened the "More Than Food" pavilion. Attendees got the chance to taste creative meals prepared with top-quality European ingredients at an exclusive tasting session that followed. Additionally, Chopra enthralled the audience with live cookery demonstrations that skillfully combined traditional Indian cuisines with European ingredients. His inventive blending of European and Indian cuisines was celebrated with dishes like Chorizo and Mixed Mushroom & Feta Spring Rolls with Paprika Grapes Chutney and Sea Salt and Gouda Cookies with Tomato Jam. He gave his thoughts on the rising demand for European goods in India and how they're influencing future culinary trends during a panel discussion titled "Decoding the Global Indian Platter: Spotting Trends, Creating Opportunities."

The European Union takes great pleasure in its wide variety of traditional, genuine, and superior food and beverage items, according to Pawel Stachowiak, counsellor—Trade and Economic Affairs, EU Delegation to India. With €124 billion in products traded in 2023, or 12.2% of India's overall commerce, the EU is now India's biggest trading partner. By addressing market challenges, promoting partnerships, and raising awareness of premium EU offerings, they hope to appeal to Indian consumers by showcasing the remarkable quality, authenticity, safety, and sustainability of European food and beverage products through the "More Than Food" campaign. An excellent opportunity to improve the commerce and gastronomic ties between the EU and India has been provided by SIAL India 2024.