The European Rice Campaign is concluding its three-year effort in the UK, having successfully engaged consumers with European rice through events, social media, and educational activities. The initiative focused on promoting sustainable practices and quality, fostering strong connections within the food community.
The European Rice Campaign is officially concluding its three-year initiative in the UK, aimed at connecting British consumers with the quality and sustainability of European-grown rice. What started as a simple introduction evolved into a collaborative journey, engaging farmers from Europe with food enthusiasts all over the country. The campaign has worked hard to highlight that European rice signifies quality, care, and sustainable practices.
Throughout their time here, campaign activities included several press events in London and Liverpool that brought together journalists, chefs, and influencers. These gatherings allowed attendees to taste European rice and learn about its story firsthand. Adding to that, they also launched a dedicated website along with an engaging social media outreach that spotlighted recipes, grower stories, and sustainable farming methods, reaching thousands of UK audiences.
Participation in major events like the IFE London Exhibition showcased the versatilities of European rice to global buyers. Organisers held six B2B dinners, providing a space for importers, distributors, and retailers to share meals and discuss the place of European rice in the UK market. Moreover, an educational trip to Greece allowed specially selected chefs and opinion leaders to see the rice cultivation process up close and learn about the associated traditions.
A 90-day sampling campaign also took place in delicatessen shops nationwide, allowing consumers to directly experience European rice in their own kitchens. As the project manager stated, “As the campaign draws to a close, the bonds it has built between European rice producers and the UK’s vibrant food community are sure to last far beyond these three years.”
As the campaign closes, the lasting connections formed between European rice producers and the UK’s food community are expected to continue. Further information about the European Rice Campaign and related activities can be found at their website.
The European Rice Campaign has successfully connected UK consumers with European rice producers over three years. Through various events and initiatives, it has raised awareness about quality and sustainable rice practices. The ongoing relationships built during the campaign suggest that the impact will outlive the project itself.
Original Source: www.manilatimes.net