The European Union has introduced A Taste of Excellence, a new guide aimed at supporting UK buyers, importers, chefs, distributors and retailers in exploring the exceptional breadth of European food and drink—especially those “hidden hero” products that remain underrepresented across the UK market.
Produced by the European Commission’s Directorate-General for Agriculture and Rural Development (DG AGRI) as part of its “More Than Only Food & Drink” campaign in the UK, the book provides trade professionals with a practical resource for sourcing authentic, high-quality and traceable European goods.
The publication includes market-led insights and detailed product highlights, showcasing items such as Romania’s Telemea de Ibăneşti PDO cheese and Austria’s Steirischer Kren PGI horseradish. It also features a selection of producer stories, including the traditional production of Estonian vodka PGI and the heritage behind Sweden’s Skedvi Bröd PGI bread, together with input from UK food and beverage experts supporting the “More Than Only Food and Drink” campaign. The book explains how these products can support menu innovation, strengthen premium positioning and expand category offerings.
At the heart of A Taste of Excellence is the EU’s commitment to promoting lesser-known regional specialities—products rich in origin, craftsmanship and flavour that offer strong commercial prospects but limited visibility in the UK. Many of these “hidden heroes” are recognised under the EU’s prestigious PDO and PGI designations, emphasising authenticity and provenance.
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.
