The European Union’s ‘More Than Food’ Campaign Continues its Culinary Journey in India

‘More Than Food’ Campaign: The European Union (EU) expanded its gourmet offerings through a brand-new, upscale gastronomical event, “Banter Over Brunch,” after the outstanding success of its premier food and beverage campaign, “More Than Food,” in India last year. Renowned chef Chef Ajay Chopra served as the event’s anchor and reprised his role as the campaign’s ambassador. He used a delicious brunch spread to take guests on a mesmerising tour of the flavours of the European Member States.

The ‘More Than Food’ campaign in India was designed to bring to life applications of European food and beverages in Indian cuisine with the goal of transporting the audience to the beautiful and culturally rich landscape of the European Union. Accordingly, “Banter Over Brunch” featured a variety of delectable dishes made with premium ingredients from the EU, such as fresh and processed fruits and vegetables, dairy and cheese, olive oil, chocolates, along with pork and poultry products. Other dishes included blackberry and Danablu (PGI) crostini, chocolate waffles, and Mozzarella Avvolta Nel Prosciutto di Parma (PDO). Chef Ajay Chopra highlighted each ingredient and its fascinating history, as well as the EU’s “farm to fork” plan, placing the emphasis on the EU’s dedication to safety, quality, authenticity, and sustainability.

“The idea behind EU’s More Than Food Campaign was to bring to Indian audiences exquisite culinary experiences from across Europe, while highlighting our commitment to vigorous food safety regulations that ensure that every European product that one bites into or drinks is authentic, of exceptional quality, and sustainably produced,” said H.E. Mr. Seppo Nurmi, Charge d’affaires a.i, Delegation of the European Union to India and Bhutan. We are pleased to announce that the campaign has been extended in light of the tremendous response to the previous effort. We anticipate working with the chefs to create Indo-European dishes as well as attending specially organised events that, in our opinion, will highlight the savoury sensations of Europe.

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The European Union’s ‘More Than Food’ Campaign

The ambassador for the More Than Food campaign in India, Chef Ajay Chopra, commented on the occasion, saying, “I am thrilled and honoured to continue my association with the European Union’s ‘More Than Food’ campaign in India, especially as we bring this celebration forward with ‘Banter Over Brunch.'” This event gives our audience a special chance to sample these culinary marvels. European ingredients are a monument to the rich and diverse European culture. We were able to experience the finest European cuisine and beverages thanks to this event and our collaboration with the EU, knowing that they represent authenticity, superior quality, sustainability, and safety. I’m excited to see how our guests will use these extraordinary ingredients to create their own lovely brunch experiences, contributing to the fabric of European culinary tradition.

As they savoured the decadent brunch that the chef had carefully created, the guests could not help but be in awe of the flavorful dishes and genuine ingredients. With the help of campaign ambassadors Chef Ajay Chopra and Chef Guntas Sethi, the EU will continue to raise awareness about the varied, rich histories of ingredients and agricultural products from the European Union. Through a number of events, social media features, B2B activities, and marketing, the campaign strives to promote the variety of products from all 27 EU Member States.

The magnitude of imports of EU food and drink, totaling to €857 million in 2021, is evidence that the Indian market sets a high value on high quality, authentic items. The “More Than Food” campaign is a programme aimed at maximising this potential. However, given the size of the Indian market, there is possibility for significant expansion in exports of EU food and beverages.

Numerous online and physical retail locations in India carry food and drinks from the European Union.