‘Irresistible Europe, Countless Combinations’ campaign launches the Meal-box promotion in China

SHANGHAI, China

The ‘Irresistible Europe, Countless Combinations’ launched the Meal-Box promotion at a media event in Shanghai, China on 15/10/2024. The meal kit promotion activity is designed to enhance consumer awareness and appreciation of EU quality scheme products in China. This initiative includes the creation of branded ready-to-cook meal boxes featuring creative recipes with agri-food products from across the EU, which are available on the Epermarket online platform. Chinese consumers are also encouraged to discover the menus of this promotion through key opinion leaders (KOLs) on the Xia Chu Fang platform, who cook and present the dishes to their audience online.

During the media event – which was also attended by Mr Wojciech Ptak, Agriculture counsellor of the Delegation of the European Union to China, and Mr Jean Yves Lv, CEO of Epermarket – media participants were provided details of the wide range of EU ingredients and cuisines featured in the promotion. The event also showcased the key merits of EU food:  quality, sustainability and safety. 

Mr Ptak noted that 

“China represents a vital and rapidly growing market for EU producers, with tremendous potential for our food and beverage exports. We are excited to further strengthen the EU-China trade partnership and give Chinese consumers greater access to the unparalleled quality, taste, and traceability of European products.”

This was supported by Mr Lv who commented that 

“European Geographical Indications products have become enormously popular with discerning Chinese gourmets. This demonstrates the strong reputation of EU food and drink for excellence, authenticity and safety."

The promotion includes 8 meal boxes containing specially chosen dishes from eastern, southern, western and northern Europe. The recipes feature a range of EU products, such as Budějovické pivo PGI from Czechia, Comté PDO from France, Tokaji PDO wine from Hungary, Basilico Genovese PDO from Italy, Halloumi PDO from Cyprus and Estepa PDO olive oil from Spain.

Media participants could taste 4 dishes representing each region during the event and were informed on the merits of key EU products.

The promotion will run from 17 October to 31 December. Consumers can visit the Epermarket website or use the app to purchase the meal boxes and other selected EU food and beverages. Online shoppers can benefit from special offers and discounts, not only on the purchase of the meal boxes but also on EU products.

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