EU launches the ‘Irresistible Europe, Countless Combinations’ promotion

 

[Beijing, China November 14, 2023] As part of European Union’s global "Enjoy! It's from Europe" program, the EU launched its themed campaign in 2019 in China with aims to promote  the EU agricultural F&B products in China. In its latest ‘Irresistible Europe, Countless Combinations’ campaign’s initiative, the European Union (EU) collaborates with Freshippo and Xia Chu Fang (下厨房) to launch its first ‘Irresistible Europe, Countless Combinations’ meal-box retail promotion in China. Freshippo is a new retail brand. This retail platform combines online and offline shopping experiences for groceries and fresh goods. This meal-box retail activation will be strongly supported by the Xia Chu Fang (下厨房) recipe-sharing media platform to promote a series of menus by KOLs featuring EU products (Key Opinion Leaders) to inspire users on to discover and use EU ingredients to prepare easy-to-prepare recipes.

 

 

The ‘Irresistible Europe, Countless Combinations’ meal-box retail promotion  starts  from 13th to 30th November 2023 across 9 Freshippo stores in Beijing with a focus on meat, dairy products, olive oils, infant food, fruits and vegetables, confectioneries, sweets, wines, spirits, beer, processed cereals, pasta and more. Shoppers will receive one of the 4 specially curated meal boxes featuring EU products if they have a minimum purchase of 108RMB during the promotion period across the participating stores. 

The launch event of the promotion was graced by Mr. Wojciech Ptak, Agriculture counsellor, First Secretary, Delegation of the European Union to China with Ms. Zhang Xinyu, Beijing Freshippo Network Technology Co., Ltd, Deputy General Manager, and Ms. Hannah Hou, Head of Marketing Business from Xia Chu Fang. Mr. Ptak shared at the launch event:

“European food products are reputed for their top safety and quality levels. This is our value added. You can buy and enjoy them with a peace of mind because stringent safety production standards, tracebility and quality controls are guaranteed for the products through the whole production chain, this is from farm to fork. We aim to showcase and communicate EU’s key food merits - quality, safety, authenticity, and sustainability - during this promotion. I would especially like to thank our retail and media partners, Freshippo and Xia Chu Fang for making this unique collaboration possible. We hope this meal-box retail activation can help to inspire more consumers in China to discover, share and enjoy easy-to-prepare EU food and beverages through countless ways and combinations.” 

 

 

“The European Union is well known for its safe, authentic and high-quality food, and we are honoured to be part of the "Irresistible Europe, Countless Combinations” campaign. The joint retail activation aims to provide our shoppers with a better understanding of the EU food and beverage products.  It has always been our passion to provide and promote top quality food and gastronomy from across the world. We are collaborating with European Union to provide a wide range of European food products with their well-known merits in our stores,” said Ms. Zhang Xinyu, Beijing HEMA Network Technology Co., Ltd, Deputy General Manager. 

The ‘Irresistible Europe, Countless Combinations’ meal-box retail promotion features more than 500 EU products. The promotion includes EU Geographical Indication (GI) and organic EU food and beverages. The EU’s Geographical indication (GI) labelling scheme is a guarantee of authenticity and GI labels indicate products come from specific regions and have specific qualities, linked to the production territory. While the organic logo means that products have been produced and processed following strict EU environmental and animal welfare standards, with at least 95% of the ingredients organically farmed.

 

 

Consumers will be able to explore more about the EU food merits through our offline and online promotion in collaboration with Xia Chu Fang and Freshippo.  

The list of participating stores and promotion details:  

 

 

Follow us on our official ‘Enjoy! It’s from Europe’ social media accounts to be informed on our latest and upcoming activities in China. Check out our year-round "Irresistible Europe, Countless Combinations" knowledge game challenge on WeChat mini programme to explore and learn more about the irresistible world of EU agricultural food and beverage products and to stand a chance to win countless combinations and gastronomic experience with EU products.

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