The National Union of Agricultural Cooperatives of Greece (ETHEAS) and the Latvian Dairy Committee (LDC) proudly continued the “Information Provision and Promotion Measures on Agricultural Products in Canada, Malaysia, and South Korea” program, running from January 1, 2024 to December 31, 2026. Funded by the European Union, the program promoted high-quality European agricultural products across South Korea, Malaysia, and Canada under the campaign “Premium European Products”.

Kuala Lumpur, Malaysia [13 May 2025, Tuesday] – For Immediate Release

This campaign represents the European Union’s commitment to safety, quality, and animal welfare. EU regulations are trusted globally for their rigorous safety protocols, including strict controls on pesticide use and hygiene standards in processing facilities, ensuring premium products of the highest quality. The campaign has four main objectives: raising awareness of high-quality European products, enhancing consumer recognition, increasing consumption, and boosting exports.

Premium European Success at SIAL Canada

To kickstart the program, Premium European Products had a resounding success at SIAL Canada 2025, held in Toronto from 29 April to 1 May 2025. At Booth 1017.3, visitors discovered a curated range of premium products reflecting the best of Greek and Latvian agriculture. The Premium European Products campaign promotes five categories of products. The first category features 11 PDO-certified products from Greece, including olive oils, table olives, dried grapes, saffron, hard cheeses, and mastic gum and gum oil. The remaining four categories highlight Latvian products: dairy products, candied fruits, chocolates and confectionery, and salty snacks. This collaboration at SIAL Canada underscored the growing international demand for authentic, traceable food products, connecting European agricultural excellence with consumers worldwide.

Commitment to Quality and Sustainability

The Premium European Products campaign reinforces the European Union’s rigorous standards in food production, ensuring that every product meets strict criteria for safety, sustainability, and authenticity. From traditional Greek farming methods to Latvia’s natural dairy fermentation practices, these standards guarantee distinctive flavor profiles and nutritional benefits.

The campaign’s recognizable branding which is inspired by Europe’s natural landscapes and agricultural heritage, reminds consumers of the deep-rooted traditions behind every product.

Expanding Global Reach

Following SIAL Canada, ETHEAS and LDC will continue their promotional journey at Seoul Food & Hotel (SFH) in South Korea from 10-13 June 2025, and Food & Hotel Malaysia (FHM) from 23-26 September 2025 at the Kuala Lumpur Convention Centre. The event will feature specialized tasting sessions highlighting the unique qualities of Greek and Latvian products. Through these key international platforms, the campaign strengthens European agricultural presence in Asia and North America, fostering lasting relationships with importers, distributors, and retailers while demonstrating the distinctive quality, safety, and sustainability features that make these European products premium choices for consumers worldwide.

Premium European Products Campaign in Malaysia

Following Food Hotel Malaysia, the Premium European Products campaign will expand its initiatives in Malaysia by conducting an extensive B2B meeting program, connecting Greek and Latvian producers directly with Malaysian key trade professionals through pre-arranged business matchmaking sessions. These meetings will allow personalized interactions with high-level buyers specifically interested in premium European food products.

In addition to the B2B programmes, strategic plans targeting consumers in Malaysia’s leading food industry publications and digital platforms will complement the physical presence, emphasizing the exceptional standards, sustainable production methods, and authentic flavors that distinguish European products in Malaysia’s diverse food market.

The Premium European Products campaign welcomes industry professionals to discover the quality, authenticity, and diversity of European offerings from Greece and Latvia. We invite importers, distributors, retailers, and foodservice leaders to connect with trusted producers and explore potential collaborations that support long-term growth and value in the Malaysian market.

For more information about the “Premium European Products” campaign, please visit  https://premiumeuropeanproducts.eu/ or email us to info@premiumeuropeanproducts.eu.

Pages dedicated to this program can be found on Instagram, Facebook and YouTube, @premiumeuropeanproducts.

Notes to Editor

About National Union of Agricultural Cooperatives of Greece (ETHEAS)

Founded by Greece’s leading cooperatives and established by Greek law, ETHEAS is the national coordinating body of Agricultural Cooperatives in Greece. With over 300 member cooperatives representing approximately 80% of Greece’s total agricultural cooperative turnover, ETHEAS aims to foster rural and cooperative development, support and promote its members’ activities domestically and internationally, provide expert opinions on cooperative movement agricultural production and sector development, supervise the dissemination and promotion of cooperative ideas, and serve and educate its members through studies, research projects, and assignments.

About Latvian Dairy Committee (LDC)

The Latvian Dairy Committee (LDC), established in 1995, represents Latvian dairy processing sector and aims to protect its interests. It consists of 17 members processing approximately 80% of industrially produced milk in Latvia.