SEOUL, 13 June 2024 – The European Union (EU) sets the benchmark for quality, authenticity, safety and sustainability. Her Excellency Maria Castillo Fernández, EU Ambassador to Korea, inaugurated the participation of the “Colors of Europe. Taste of Excellence” campaign in Seoul Food 2024 and honored guests. The campaign featured a series of events, including a trade seminar on EU meat, an organic workshop and a live cooking show by TV personality Ida Dauchy. Participants gained valuable insights into the EU meat industry and sustainable practices by European producers, as well as the impact of these trends on consumer preferences and market demand.
Her Excellency Maria Castillo Fernández, EU Ambassador to Korea, echoed the essence of the gathering and stressed the importance of unity and cooperation: “Soul food embodies the power of international cooperation and a shared passion for gastronomy. The European Union is delighted to participate, representing a region known for its culinary traditions and commitment to authenticity, quality, safety and sustainability. Our partnership with Korea, based on shared values of openness and cooperation, has led to greater market access and cooperation in areas such as agriculture and food. We are proud to bring our delicious, ethically sourced European products to this vibrant event.”
Meaningful conversations for better meat
EU meat stands out for its quality and production methods. Strict food production and safety regulations, such as the EU Animal Health Act, focus on animal welfare and full traceability. Careful husbandry and centuries of culinary traditions safeguard the quality of all EU meat. Tadhg O'Callaghan, EU Market Specialist, Bord Bia, Food Commissioner for Ireland, presented on the quality of EU beef, highlighting the specific nutritional value of Irish grass-fed beef. Joris Coenen, Manager, Belgian Meat Office, presented on EU pork, as the EU is the second largest pork producer in the world, highlighting that EU pork belly is the most popular cut on the Korean market. Meanwhile, Ferdinando Gueli, Trade Commissioner, Italian Trade Agency (ITA), presented on the main qualities and characteristics of European cured meats, highlighting traditional methods and protected indications such as Protected Geographical Identification (PGI) and Protected Designation of Origin (PDO). This insightful seminar was followed by a networking cocktail party where participants sampled 70 different agricultural products from 26 Member States and got a first-hand experience of the potential of EU products.
Understand the markets that are right for organic
The green leaf of EU Organic means that the product has undergone a rigorous certification process that covers all steps of the food supply chain from farm to fork. It guarantees that at least 95% of the product's raw materials are organically grown, and it means that the use of antibiotics, hormones, pesticides and chemicals is limited, helping to reduce greenhouse gas emissions. This year's speakers elaborated on the EU Organic labeling system and how “going organic” benefits Korean companies. Christophe Besse, Minister-Counsellor of the EU Delegation to Korea, introduced the main trends in the EU's organic sector, highlighting consumer trust in organic food and efforts towards sustainable food production. Yohan Lim, Director of Purchasing, gave a presentation on the growing demand for organic globally and introduced the main trends and specific organic products of Korean companies. Also, Jeong-eun Kim, Professor and Dean of Hyakka Women's University, spoke about how Korean consumers perceive organic and the trend of increasing consumption among them.
Cooking the Future with Chef Kim Ho-yoon
The EU attaches great importance to maintaining the authenticity of food by protecting traditions and recipes that have been handed down for generations, in order to encourage Korean food and beverage industry professionals to invest in EU-sourced agricultural products bearing quality logos such as PDO and PGI, as well as organic labels. Celebrity chef Kim Ho-yoon used 23 products from 17 EU member states to prepare two delicious recipes: juicy pork neck and asparagus wrapped in Serrano Jamon, served with buttery corn seasoned with Pimentón de la Bella PDO and Irish Whiskey PGI, and melt-tender slow-cooked beef spare ribs served with organic garlic cream cheese and crispy focaccia.
The event was a great success, establishing meaningful connections between EU agricultural suppliers and Korean food and beverage industry professionals.
About the Campaign
The “Colours by Europe. Tastes of Excellence” campaign aims to raise awareness of EU agricultural products in Korea through various activities and promotions on social media, retail and within HoReCa. For more information about the campaign, please visit https://colours-by-europe.campaign.europa.eu/en and follow us at https://www.instagram.com/euagrifood_korea/ for news about upcoming events.
