The European Union has presented A Taste of Excellence, a new trade-focused book created to help UK retailers, importers, wholesalers, distributors, chefs and foodservice specialists explore Europe’s extraordinary food and drink landscape, including a range of “hidden hero” products that deserve greater recognition 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” campaign, the guide is designed as a practical tool for professionals seeking high-quality, traceable and authentic products to expand their European ranges.
The publication contains market guidance and detailed spotlight features on numerous items—from Romania’s Telemea de Ibăneşti PDO cheese to Austria’s Steirischer Kren PGI horseradish. It also includes vivid producer case studies, highlighting traditions such as the original recipe for Estonian vodka PGI and the unique heritage behind Sweden’s Skedvi Bröd PGI bread, along with commentary from UK experts connected to the “More Than Only Food and Drink” programme. Collectively, these insights demonstrate how EU products can support menu innovation, broadening of product categories, and premium range development.
Central to the book is its mission to promote Europe’s lesser-known regional gems—foods and drinks with authentic origins, distinctive flavours and strong commercial opportunities that have not yet gained substantial exposure in the UK. Throughout, readers encounter producers representing these “hidden heroes”, many of whom carry official EU authenticity labels including Protected Designation of Origin (PDO) and Protected Geographical Indication (PGI).
Among these is Ġbejna tan-nagħaġ PDO, a traditional Maltese sheep’s-milk cheese produced using time-honoured methods such as drying, peppering and pickling, offering UK delis, cheesemongers, and Mediterranean-inspired restaurants a unique and versatile addition to their ranges. From Hungary, Gyulai kolbász PGI showcases Central Europe’s rich charcuterie heritage; this lightly smoked, paprika-seasoned sausage adds depth to small plates, sharing boards, and slow-cooked dishes, yet remains largely undiscovered in the UK despite its strong fit with emerging consumer tastes.
The confectionery category is represented by Turrón de Alicante PGI from Spain. With origins dating back to the 15th century, this traditional Mediterranean nougat from south-eastern Spain is made using artisanal methods passed down through generations. Produced with locally sourced toasted almonds, honey, sugar and egg whites, the mixture is slowly cooked until crisp and breakable before being combined with whole almonds, which preserve the nougat’s distinctive crunchy texture and rich, nutty sweetness. For drinks, Kaimiškas Jovarų alus PGI, a traditional Lithuanian farmhouse ale brewed with unique local yeast and a rare no-boil technique, highlights the kind of heritage-led, craft-driven beer tradition that resonates strongly with UK specialist retailers, bottle shops and the on-trade.
By combining compelling storytelling with practical trade intelligence, A Taste of Excellence offers UK buyers a fresh perspective on European food and drink. Aligning with UK consumer trends and the growing demand for authentic and sustainable products, it is an invaluable resource to help them discover hidden gems, expand their sourcing horizons, and unlock new opportunities for growth – including seasonal opportunities offered by EU food and drink.
The book is available for digital download via the “More Than Only Food & Drink” campaign website, and copies will also be distributed at UK campaign events from early 2026. Visit the website for more details about the upcoming events in 2026.
