Kuala Lumpur, Malaysia [31 July 2024, Wednesday] – For Immediate Release

The Malaysian International Food & Beverage Trade Fair (MIFB) 2024 saw a triumphant debut for premium Greek and Latvian foods, marking a significant milestone in the “Premium European Products” campaign. The event, which took place from 17-19 July 2024, provided a vibrant platform for these exquisite European delicacies, garnering enthusiastic responses from attendees and industry leaders alike.

Exceptional Reception at MIFB 2024

The “Premium European Products” campaign, led by the National Union of Agricultural Cooperatives of Greece (ETHEAS) and the Latvian Dairy Committee (LDC), captivated the audience at MIFB with an impressive showcase of value-added products. Visitors to Hall 6 Stand 6609 were treated to a sensory journey through Greece and Latvia, sampling a wide array of PDO olive oils, table olives, dried grapes, saffron, hard cheese, gum products from Greece, and premium dairy products, candied fruits, chocolates, confectionery, and salty snacks from Latvia.

Key Opinion Leaders (KOL) Praise European Excellence

The campaign’s success was further amplified by the participation of prominent Key Opinion Leaders (KOLs) from the Malaysian food and beverage industry. These influencers highlighted the unparalleled quality and rich heritage of the showcased products through an engaging content and tasting session. Their endorsements played a pivotal role in enhancing the visibility and appeal of the premium European products among Malaysian consumers.

B2B Dinners Foster Valuable Business Connections

In addition to the public showcase, the campaign organized an exclusive B2B dinner, facilitating meaningful interactions between European producers and Malaysian business leaders. These dinners provided an intimate setting for in-depth discussions on potential collaborations, distribution opportunities, and market expansion strategies. The successful engagements during these dinners underscored the strong interest and demand for high-quality European food products in the Southeast Asian market.

Celebrating the Essence of European Quality

The “Premium European Products” campaign embodies the European Union’s unwavering commitment to safety, quality, and animal welfare. The EU’s stringent regulations on pesticide use, hygiene standards, and animal husbandry practices ensure that these products not only meet but exceed global quality benchmarks. This dedication to excellence was evident in every product showcased at MIFB 2024, reinforcing consumer confidence and trust in the EU quality label.

Looking Ahead: Expanding Horizons in Southeast Asia

The positive reception at MIFB Malaysia 2024 marks a promising start for the “Information Provision and Promotion Measures on Agricultural Products in S. Korea, Malaysia, and Canada” program, which aims to elevate awareness, recognition, and consumption of premium European products in the Southeast Asian market. Running until 31 December 2026, this program is set to drive significant export growth and solidify the presence of European delicacies in the region.

Join the Journey of European Culinary Excellence

ETHEAS and LDC extend their heartfelt gratitude to all attendees, partners, and KOLs who contributed to the success of the campaign at MIFB 2024. The overwhelming response and enthusiasm from the Malaysian market signal a bright future for premium European products. Stay tuned for more exciting events and initiatives as we continue to celebrate and share the finest flavors of Greece and Latvia with the world.

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)

Established in 1995, the Central Union of Latvian Milk Manufacturers (“Latvijas Piensaimnieku Centrālā Savienība”) unites milk producers and focuses on protecting their interests. As a cooperative society with 17 members producing about 80% of Latvia’s industrial milk, LDC advocates for milk manufacturers, ensures the sustainable development of the dairy sector, and represents the collective interests of its members.