Returning to the NEC Birmingham this April, the European Union’s ‘More Than Only Food & Drink’ campaign will showcase 65 food and drink products from across all 27 EU Member States, with a particular focus on meat and bakery, two categories that continue to play a central role in restaurant kitchens.
For hospitality professionals, the showcase offers a chance to explore ingredients rooted in regional traditions but with clear menu potential, from distinctive cured meats and speciality cuts, to heritage bakery products.
Many of the products on display are protected under the EU’s official quality schemes, including 14 with Protected Geographical Indication (PGI) status and 13 with Protected Designation of Origin (PDO) status, highlighting the strong link between these foods and the regions where they are produced. For restaurants increasingly focused on provenance and authenticity, these designations can help communicate both quality and story to diners.
Menu inspiration from across the EU
Throughout the show, a series of live chef demonstrations will explore how some of these products can be used in professional kitchens.
Italian chef Ivan Colombo, whose career includes time in several Michelin-starred kitchens across Europe, will lead the sessions, showcasing products such as Dalmatinski Pršut PGI, a Croatian prosciutto prized for its delicate flavour and natural curing process.
Other ingredients featured in the demonstrations include Finnish elk steaks, which offer a lean, game-forward alternative to traditional venison, and Dutch veal, valued by chefs for its tenderness and versatility across classic and modern dishes.
On the bakery side, chefs will be able to explore traditional European baked goods such as Brioche Vendéenne PGI, a rich, buttery brioche from western France, and Cantuccini Toscani PGI, the crisp almond biscuits from Tuscany often served alongside coffee, dessert wines or as part of a petit fours offering.
Regional ingredients that can elevate menus
Beyond the demonstration kitchen, a bounty of distinctive regional products will be available to taste and explore, many of which offer opportunities for chefs looking to bring new flavours or storytelling elements to their menus.
Among them are organic Cretan sausages with wild thyme, produced in Greece using traditional methods and gently smoked over olive wood, resulting in a savoury sausage with aromatic herbal notes that could work equally well in small plates, sharing boards or brunch menus.
From Portugal comes Carne de Porco Alentejano PDO, a cured ham made from the native Alentejano black pig and produced exclusively in southern Portugal. Known for its rich flavour and high-quality fat marbling, it offers an alternative charcuterie option for restaurants looking to diversify beyond Spanish or Italian staples.
For pastry chefs and dessert menus, there are also several traditional European sweets to discover. Hořické trubičky PGI, delicate Czech wafer rolls filled with flavoured creams, provide a light, crisp texture that could translate well into plated desserts or petit fours.
Another unusual example is Skånsk spettkaka PGI, a traditional Swedish celebration cake baked on a rotating spit, creating a crisp exterior with a meringue-like texture. While rarely seen in the UK, its unique structure and visual impact could inspire new dessert presentations.
Visitors may also encounter more unexpected innovations such as organic rye bread preserved in a can, a long-life bread that retains its flavour for up to three years thanks to natural sterilisation techniques.
Understanding EU quality schemes
Alongside the product showcase, Simon Atkins, bakery expert and advisor to the EU’s ‘More Than Only Food & Drink’ campaign, will be on hand to discuss how EU quality standards translate into flavour, consistency and supply reliability.
Simon Atkins will also be hosting a speaker session on Wednesday 15 April from 11:45am at the Farm Shop and Deli Stage, with industry professionals encouraged to attend to discover more about EU sustainability practices and how they translate to quality in the bakery sector.
“The showcase provides hospitality professionals with an opportunity to explore products that can add both flavour and differentiation to menus,” Atkins says.
“The European Union’s presence at Food & Drink Expo 2026 is a fantastic opportunity for food and hospitality professionals to properly immerse themselves in the breadth of what all 27 Member States have to offer.
“With 65 products on display, including a significant number with PGI and PDO status, this is about much more than sampling; it’s about understanding the standards, provenance and sustainability practices that sit behind these ingredients.”
For chefs and buyers, he adds, the event offers the chance to discover ingredients that could help restaurants stand out.
“Visitors can explore how EU quality schemes translate into consistency, flavour and commercial value. For restaurants, delis and foodservice operators, it’s a rare chance to deep dive into lesser-known products and discover ingredients that can genuinely differentiate menus and ranges.”
A growing focus on provenance-led menus
The ‘More Than Only Food & Drink’ campaign was launched in 2024 to raise awareness of the EU’s diverse food and drink offer within the UK market, particularly among foodservice professionals.
With diners increasingly interested in origin, sustainability and authentic regional products, the showcase reflects a broader shift in hospitality towards provenance-led menus and ingredients with strong storytelling potential.
For chefs attending Food & Drink Expo, it may offer more than just a tasting opportunity – it could also provide inspiration for the next menu innovation.
For more information visit the More Than Only Food & Drink campaign.
