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A Second Helping: Europe Sets the Table for Year Two of the EAT Information Campaign

After a generous serving of delicious foods in 2004, the European Union (EU) is proud to announce a second helping with the launch of year two of "European Authentic Tastes (EAT)" in the U.S. Designed to showcase Europe’s quality designated regional food products (see EAT glossary), this information campaign includes both well-known favorites like Italian Parmigiano-Reggiano cheese and lesser-known gems like Styrian Pumpkin Seed Oil from Austria. Chock-full of promotions, special events and advertising activities, this year’s campaign is sure to satisfy even the heartiest of American appetites.

Main courses on this year’s trade-oriented EAT menu include:
- "European Authentic Retailers" Competition: Retailers can enter to win a gourmet trip to Europe by developing creative ways to raise both their customers’ awareness of European "Designation of Quality" foods — and their bottom line! Entries will be judged in three categories: Consumer Promotion/Education, Staff Training Programs, and Special Events.
- EAT Presence at Fancy Food Show in New York City (July 10 - 12, 2005):

  • 900 square foot EAT Pavilion: This market-like stand will be divided into five areas — cheeses, meats, olives and oils, other specialties, plus a bar for beers and ciders;
  • Seminar and Tasting (Tradition + Technique + Terroir = Taste of Traditional Foods): Hosted by leading retailer/food writer Ari Weinzweig of Ann Arbor, Michigan’s famous Zingerman’s Deli on Monday, July 11th from 3:00 - 5:00 pm;

- EU map/brochure: Highlights the location and roots of many "Designation of Quality" products. Circulation in three major trade magazines and on the program website. Printed copies available upon request;
- Trade advertising campaign: Highlights the quality, variety, and healthful aspects of authentic European foods that meet the highest standards. Campaign features a series of three visuals: (you are what you) EAT, (all you can) EAT and (a better way to) EAT;
- Major website updates: Enhanced product and importer database; signage generator; media library (photos, maps, etc.); quarterly e-mailed newsletter to all interested parties;
- European Picnic in the Park Event in NYC (September 2005): Wide array of the products will be presented for sampling in a fun and relaxing setting full of European "joie de vivre."

In addition to the EAT Trade Menu, there is a tasty treat just for consumers:
- Custom New York Times crossword puzzle: Using the EU’s "Designation of Quality" system as a theme, the puzzles will appear in four issues of the NY Times’ Sunday Magazine. Readers can complete the puzzle at eu-authentic-tastes.com, where they can also enter to win great prizes, including delicious "Designation of Quality" foods. This effort will be supported by EAT advertisements in the famed "Dining In/Dining Out" section.

"Last year’s successful launch of the EAT program proved that there is a high level of interest in the European Quality System on the part of the food trade across the country," said Hannu Lovén, EAT Representative for the EU. "Continuing momentum, we’ve decided to expand this year’s program reach, as well as increase education of both specialty food trade and epicurean consumers about the European food quality designation system," Lovén added.

Be sure to reserve your place at the table for a second helping of this year’s ’EAT’ program!

EAT Glossary:

The European Union’s classification system is specific to the region where each product is made. There are four classifications in all which are as follows:
- 1. PDO (Protected Designation of Origin) — PDO covers the term used to describe foodstuffs which are produced, processed and prepared in a given geographical area using recognized know-how. For example, Kalamata olives from Greece, Blue Stilton from the UK.
- 2. PGI (Protected Geographical Indication) — In PGI products, the geographical link must occur in at least one of the stages of production, processing or preparation. For example, Black Forest Ham from Germany, Tuscan Olive Oil from Italy.
- 3. TSG (Traditional Specialty Guaranteed) — does not refer to the origin but highlights traditional character, either in the use of traditional ingredients or by following a prescribed set of traditional production methods. For example, Serrano Ham from Spain.
- 4. The program also encompasses organically grown products that pay attention to environmental protection and animal welfare.

Media Contact:

Ann Connors
European Authentic Tastes c/o Sopexa USA
Tel: 212-477-9800 x 115
E-Mail: ann.connors@sopexa.com

Marketwire - 8 July 2005
 
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