The European Union has released A Taste of Excellence, a new publication designed to help UK chefs, wholesalers, distributors, retailers and foodservice buyers discover the quality and variety of European food and drink, with an emphasis on showcasing “hidden hero” products that remain less visible in the UK.
Created by the European Commission’s Directorate-General for Agriculture and Rural Development (DG AGRI) as part of the “More Than Only Food & Drink” UK initiative, the book serves as a practical guide for trade professionals who want to expand their portfolios with authentic, trustworthy and high-quality European products.
Inside, readers will find detailed market insights alongside curated profiles of standout items such as Telemea de Ibăneşti PDO cheese from Romania and Steirischer Kren PGI horseradish from Austria. The book also includes in-depth producer case studies, from the traditional methods behind Estonian vodka PGI to the history of Sweden’s Skedvi Bröd PGI bread, as well as testimonials from UK food and drink specialists advising the “More Than Only Food and Drink” campaign. The guide aims to show how European products can elevate menus, broaden categories and enhance premium ranges in the UK.
A major purpose of the publication is to shine a spotlight on Europe’s lesser-known regional foods and drinks—those with rich heritage, distinctive flavours and strong commercial potential, yet which have not been widely adopted in the UK. Throughout the book, readers will meet producers representing these “hidden heroes”, many accredited under the EU’s PDO and PGI authenticity schemes.
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.
