Delegation of the European Union
to Indonesia and Brunei Darussalam

The European Union launches the “Colours by Europe. Tastes of Excellence” campaign to promote EU agricultural food and beverage products in Indonesia

Jakarta, 25/08/2021 - 16:27, UNIQUE ID: 210825_3
Press releases

The European Union pays strong attention to the safety, quality, authenticity, and sustainability of EU agricultural food products to deliver the best to Indonesian consumers.

The European Union launches the “Colours by Europe. Tastes of Excellence” campaign to promote EU agricultural food and beverage products in Indonesia

The European Union pays strong attention to the safety, quality, authenticity, and sustainability of EU agricultural food products to deliver the best to Indonesian consumers.

 

Today, the European Union (EU) announced the launch of “Colours by Europe. Tastes of Excellence”. The campaign aims to introduce and promote EU food and beverage products on the Indonesian market.

Over a 12-month period, the campaign will showcase EU food and beverage products, including meats (beef and poultry), dairy products, organic products, and alcoholic and non-alcoholic beverages through a palatable and cultural journey, with distinctively colourful and appetising food stories and campaign visuals. Ultimately, the campaign aims to promote EU food and beverage products based on the credentials of a Europe-wide “Farm to Fork” food safety model, impeccable quality, authentic origin, and character as well as sustainable practices and objectives.

Considering these aims, the campaign will feature public relations and social media activations across Indonesia and trade and consumer promotions in Jakarta. The virtual campaign launch event was graced by Ms Marika Jakas, Head of Trade and Economic Section of the EU Delegation to Indonesia. Ms Jakas was joined by Mr Alexander Hayoan, Head of Human Resources Training of the Indonesian Hotel & Restaurant Association (PHRI), who described the strong opportunities offered by EU food products on the Indonesian market. Renowned Indonesian Chef Degan Septoadji presented creative ways to enjoy the wide range of authentic EU agricultural food products.   

The launch event was attended by over 187 representatives from the food industry in Indonesia, including EU food and beverage importers, distributors, retailers, and media as well as EU Member State representatives.

Ms Jakas took the opportunity to thank EU trade partners in the retail sector, hotels, restaurants and cafés and business associations for their support in promoting EU-Indonesia relations over the years through trade, food, and culture. ​She noted that EU and Indonesia share many values and standards of excellence when it comes to food. She said: “For the Europeans, growing and making food means more than a business. It is as much about passion, standards and culinary heritage. The EU regulations underpinning production of all EU agri-food products guarantee that consumers across the world can enjoy unparalleled food safety and sustainability standards, quality schemes and rich food-making traditions.  Indonesia shares similar values with desire of high quality standards, while preference for traditional food stems from a deeply-rooted national cultural heritage.”

The EU and Indonesia have deepened their relationship in recent years and are committed to further enhancing trade and investment relations and making progress, despite the challenges caused by the COVID-19 pandemic. The EU-Indonesia Comprehensive Economic Partnership Agreement (CEPA), once concluded, will deliver a significant boost to bilateral trade and investment flows.

“EU food ingredients are highly regarded and well known for their high quality, safety, authenticity and sustainability. There are many opportunities for EU food products in Indonesia. Leading restaurants and hotels are most willing to use the wide range of EU ingredients. There has been growing interest for diverse EU food products with geographical indications (GI) and organic certification. Demand for organic food will continue to grow in Indonesia especially with rising global awareness to work towards a more sustainable environment. The people have expressed a keen interest in knowing how the food system can be regulated to ensure environmental, social, and economic sustainability. They want to know how they can do their part to support as consumers and businesses. This campaign will be very relevant in this changing time,” said Mr Alexander Nayoan, Head of Human Resources Training of the Indonesian Hotel & Restaurant Association (PHRI)

Professional Chef Septoadj added: “COVID-19 has caused quite a shift in many aspects of life. Many of us are spending more time at home, taking care of ourselves and family and changing our food practices. The pandemic freed up time for us to reflect upon our food consumption habits and the importance of food quality, safety, and sustainability. It is very relevant to be discussing the diverse range of quality EU food ingredients today, and to share how we can all enjoy and be creative with European ingredients, whether as a complement to our favourite dish, on their own, or as part of a European or local recipe.” 

The EU is looking forward to bringing the best of its food and beverage products to the Indonesian food community – food importers, distributors and retailers, HoReCa owners and operators, food bloggers and chefs – to taste the excellence during this 12-month campaign.

 

To discover more about EU food products and upcoming campaign activities in Indonesia, access:

Instagram @euagrifood_id

Official website https://colours-by-europe.eu/id

 

 

 

 

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