The European Union at SIAL India 2024

The European Union sets new standards in the Indian Food & Beverage space by bringing the best of European taste and culinary experiences to SIAL India 2024. As a part of one of Asia’s premier food and beverage trade shows, the EU’s More Than Food pavilion showcased the exceptional diversity, quality, and versatility of European products. As the pavilion shared stories of authenticity and anecdotes of safety and sustainability, the visitors had the opportunity to explore and relish the EU’s fine produce ranging from cheeses and quality meats to olive oils, fresh fruits, chocolates, baked goods and more.   

The EU’s More Than Food pavilion was inaugurated by one of India’s most famous and adored chefs, chef Ajay Chopra, More Than Food campaign ambassador. This was followed by an exclusive tasting session where attendees had the opportunity to sample innovative dishes crafted by Chef Chopra, made with premium European ingredients. The chef also captivated the audience with live cooking demonstrations, blending European ingredients seamlessly with traditional Indian flavors.

Dishes such as Sea Salt and Gouda Cookies with Tomato Jam and Chorizo and Mixed Mushroom & Feta Spring Rolls with Paprika Grapes Chutney showcased his creative fusion of European and Indian cuisines, celebrating their harmonious blend. Later in the day, Chef Chopra also participated in a panel discussion titled ‘Decoding the Global Indian Platter: Spotting Trends, Creating Opportunities’, where he shared insights into the growing demand for European products in India and how they’re shaping the future of culinary trends.

Pawel Stachowiak, counsellor – trade and economic affairs, delegation of the EU to India said, “The European Union takes immense pride in its diverse range of authentic and high-quality food and beverage products, rooted in tradition. Today, the EU is India’s largest trading partner, accounting for €124 billion worth of trade in goods in 2023, representing 12.2% of total Indian trade. Through the ‘More Than Food’ campaign, we aim to highlight the exceptional quality, authenticity, safety and sustainability of European food and beverage products, ensuring they resonate with Indian consumers while addressing market challenges, fostering collaborations, and creating awareness about premium EU offerings. SIAL India 2024 has been a wonderful platform to strengthen this culinary and trade relationship between the EU and India.”

Chef Ajay Chopra, campaign ambassador of the More Than Food campaign said, “Being a chef, I’ve always believed that great ingredients are the cornerstone of exceptional cuisine. And the EU’s ‘More Than Food’ campaign highlights the unparalleled quality and authenticity of European products. I believe produce from the EU not only enhances the taste but also adds stories of heritage to every dish which makes it more delightful. At the EU’s More Than Food pavilion, visitors could experience the finest European ingredients and witness their superior quality firsthand. These products, from premium cheeses to olive oils, are a perfect match for the Indian palate, opening doors to endless culinary innovation.”

Continuing Day 2 on a high momentum, Stachowiak shared his insights at a round table discussion ‘Estonia-India Food & Beverage Cooperation’. The session provided a platform for policy-level exchanges that highlighted the export potential and sustainability aspects of products from the EU.

The EU’s More Than Food Pavilion at SIAL India 2024 successfully inspired culinary innovation and collaboration. As the curtains fall on this year’s 3-day event, the campaign continues its mission to make every meal More Than Food, fostering cross-cultural culinary excellence and strengthening the bonds between the EU and India.