Delegation of the European Union to China

The European Union set to stand out at SIAL China 2021

Beijing, 17/05/2021 - 09:30, UNIQUE ID: 210517_2
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Meet us at the “Colours by Europe” EU pavilion

The European Union continues to take bold steps within the Chinese market thanks to its Colours by Europe campaign, this time as a proud Guest Region of Honour of SIAL 2021 for its 22nd edition.

SIAL China 2021 will be held from 18 to 20 May 2021 at the Shanghai New International Expo Center (SNIEC). The EU pavilion is set to be a major draw, showcasing the diverse breadth and depth of EU food and beverage products, accompanied by a series of colourful events throughout the three-day exhibition.

Deputy Head of the EU Delegation to China, Tim Harrington will give a speech during the official opening ceremony of the EU pavilion to be held on 18 May at W1E 070-082 in hall W1 in the presence of 100 industry representatives. He will emphasise that EU agri-food exports to China reached record value of EUR 17.7 billion last year, a growth of whopping 22% in relation to 2019. With this, China is EU’s third largest destination of agri-food exports in the world.

The EU pavilion at SIAL 2021 will be yet another occasion to celebrate the entry into force of the EU-China Agreement on Geographical Indications, protecting 96 regional specialty products from the EU in China since 1 March 2021. These products offer unparalleled “quality with a story” to the Chinese consumer, increasingly oriented towards authentic and unique foods and drinks.

Finally, the EU pavilion at SIAL 2021 will put in the spotlight the EU’s fresh international ambition for a fair, healthy and environmentally-friendly food system. The EU recently set itself ambitious goals to make its farming ever more sustainable, with further reductions in the use of chemical pesticides, fertilisers and farm antimicrobials, while boosting production of organic products. All this comes with clear advantage for the consumers of EU products worldwide, and for the planet altogether.

The next day will include a dedicated seminar session from 4:20 to 5:00 pm hosted by EU experts Mr Damien Plan and Mr Sergio Pavon, who will discuss these topics with over 100 guests.

Selected EU ingredients as well as their innovative pairings and use in Chinese cooking will be brought to life by EU and Chinese celebrity chefs Fabio Falanga and Tony Jiang when they present four cooking shows and seven pairing shows to visitors throughout the exhibition. Diverse EU products featured in the pavilion will include meats, cheeses, olive oil, olives, cereals, pasta, fruits, vegetables, wines and spirits and confectionery.

The European Union looks forward to welcoming you to the EU pavilion at stand W1E 070-082 in hall W1 when SIAL 2021 gets underway at the Shanghai New International Expo Center (SNIEC).


European food and beverage products may be enjoyed with peace of mind thanks to comprehensive safety and quality standards upheld at every step of growing and production. European Union farmers must adhere to the world’s strictest health and safety standards during food production. Food safety controls in the EU check – among others – for the presence of hormones, chemical residues, microbial contamination, hygiene, labelling, proper refrigeration, animal and plant health requirements, animal welfare and fraud.


The high quality of European food and beverage products is guaranteed by rigorous production and quality standards, that also ensure that products remain nutritious and healthy. For example, all raw materials used in the production of European spirits must come from agricultural sources. Synthetically produced alcohols are not allowed in the EU and spirits exported from the EU must also comply with this rule. Similarly European beer is the result of carefully selected high quality raw materials, including malted cereals that are converted into alcohol by yeast and flavoured by hops. 

Authenticity: EU and China protecting Geographical Indications

EU quality policy aims at protecting the names of specific products to promote their unique characteristics, linked to their geographical origin as well as traditional know-how.

Product names can be granted with a ‘geographical indications’ (GIs) if they have a specific link to the place where they are made so that consumers can trust and distinguish quality products, while also helping producers to market their products better.

The EU and China have signed a bilateral agreement to protect 96 European GIs in China and 100 Chinese GIs in the EU against usurpation and counterfeit imitation that came into effect in March this year.


Agriculture occupies a unique position at the heart of the European Union’s society, environment and economy. Agricultural activity is sustained by good environmental conditions, which allow farmers to harness natural resources, create their produce and earn a living. In turn, the money brought in by agriculture sustains farm families and rural communities, while the food produced by agriculture sustains global society as a whole

The EU is committed to building a sustainable food system from farm to fork, contributing to achieving the goal of net-zero emissions in the EU by 2050. By lowering pesticide and fertiliser use and encouraging organic farming, EU agriculture helps to lessen the environmental impact of food production and offers clear added value to consumers worldwide.

Follow “Enjoy! It’s from Europe”

If you want to learn more, the EU invites Chinese food lovers to search for “Enjoy! It’s from Europe” on WeChat and Weibo. Follow us for latest updates and to explore the colourful and delicious world of European food and beverages.

Scan the QR code or visit the link below:

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For latest information on EU activities and programs, please visit:


Media contact

To request further information or high-resolution images, please contact:

HUANG Jingying


Tel (86 10) 6588 8675


For latest information on EU activities and programs, please visit:


Media contact

To request further information or high-resolution images, please contact:

HUANG Jingying


Tel (86 10) 6588 8675


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