Eat Your Way Through Europe

NEW YORK, NY — (MARKET WIRE) — July 09, 2006 — Starting today, with participation in the New York Fancy Food Show, the European Union kicks off the third year of the EUR 3 million European Authentic Tastes (EAT) campaign, with expanded bi- coastal promotional activities. Targeting the specialty food trade, the EAT program stresses the importance of geography and traditional production methods for a wide range of European quality designated foods and beverages.

“We’ve made great strides in the last two years since the program’s inception, commented Hannu Lovén, EU Representative for the EAT program, “and we’ve seen a notable increase in the awareness of this European system to protect and promote quality European products. The number of products now in the U.S. bearing the PDO, PGI, TSG and Organic Farming designations has increased considerably. It’s very encouraging to see such a growing interest among the American food trade and consumers,” Lovén added.

In addition to participating in the New York Fancy Food Show, EAT will participate in the San Francisco Winter Fancy Food Show (January 21-23, 2007), with a booth and seminar. Other highlights of the 2006-07 U.S. campaign include:

– An informative promotional calendar for 2007, geared toward on- and
off-premise trade, with beautiful visuals of authentic products, such as
Black Forest ham from Germany and Kriek beer from Belgium;
– An education kit for all trade professionals, including a DVD,
promotional calendar, campaign poster and related brochures;
– Selective retail and restaurant advertising campaign;
– Enhanced content of the www.eu-authentic-tastes.com website, including
a complete product database and online training for food professionals;
– Official food sponsor of Santé Magazine’s Culinary Awards and annual
gala;
– Interactive EAT Experiences, in which press can attend a cooking
class, and under the guidance of a chef, witness how the regional
specialties are transformed from their natural, uncooked state, to the
final dish.

The European Authentic Tastes (EAT) campaign, funded by the European Union, aims to inform Americans about the importance of Protected Designated Origin (PDO), Protected Geographical Indications (PGI), Traditional Speciality Guaranteed (TSG) and Certified Organic classifications as guarantees of authenticity and quality. Each certified food product uniquely reflects its place of origin and is assured to have been crafted with traditional methods, ingredients and attention to detail, for which Europe is famous. For more information, please log on to www.eu-authentic-tastes.com.

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