EU campaign to spotlight bakery and regional specialities at Food & Drink Expo 2026
The European Union’s “More Than Only Food & Drink” campaign will return to Food & Drink Expo 2026 this April, presenting a curated selection of 65 products alongside chef-led demonstrations and an expert session focused on quality and sustainability. Food & Drink Expo 2026 takes place April 13th – 15th at NEC Birmingham.
Located at stand M180, the initiative targets professionals across bakery, foodservice and retail, offering insights into EU production standards while showcasing a diverse portfolio of ingredients from all 27 Member States.
The line-up includes 14 products with Protected Geographical Indication (PGI) status, 13 with Protected Designation of Origin (PDO), and nine certified organic items—highlighting the role of EU quality schemes in driving product differentiation and traceability.
Bakery takes centre stage in the live demonstrations, with a focus on authenticity and regional heritage. Featured products include Brioche vendéenne PGI from France and Cantuccini Toscani PGI from Italy, alongside a broader selection of traditional baked goods. Demonstrations will be led by Italian chef Ivan Colombo, whose experience spans several Michelin-starred kitchens.
Beyond bakery, the showcase will also include a range of speciality products such as Hořické trubičky PGI from Czechia and Skånsk spettkaka PGI from Sweden, both reflecting traditional production methods and strong regional identity.
Additional highlights include organic and PDO-certified meat products, as well as niche items such as long-life organic rye bread, underlining the diversity of EU food innovation and preservation techniques.
Simon Atkins, bakery advisor to the campaign, will be present throughout the event to engage with visitors and provide category insights. He will also host a dedicated session on 15 April examining how EU sustainability practices translate into product quality and commercial value within the bakery sector.
The campaign’s presence at the show aims to help buyers, bakers and foodservice operators identify lesser-known ingredients that can enhance product ranges, while reinforcing the link between provenance, quality standards and market differentiation.