Irresistible Europe, Countless Combinations

At the 26th FHC Shanghai held at the SNIEC from 8-10 November 2023, the EU Pavilion showcased delicacies under the theme, “Irresistible Europe, Countless Combinations”. About 200 products in eight categories through six resident tasting booths were available for trade visitors to sample. Organic products and products protected by Geographical Indications (GIs), which have a specific link to the place where they are produced, were on special display.

A programme featuring three workshops on official EU Geographical Indications (GIs) products and five cooking shows hosted by EU Chef Corentin Delcroix, provided insights into the origins, characteristics, authenticity and safety of European food and beverages, while four pairing demonstrations hosted by local Shanghai Chef Tony Jiang showcased the versatility and subtlety of European ingredients, and their perfect fusion with local Chinese ingredients.

The EU Pavilion was unveiled by Mr Wojciech Ptak, Agricultural Counsellor at the Delegation of the European Union to China, Ms Jaana Husu-Kallio, Permanent Secretary at the Ministry of Agriculture and Forestry of Finland, and Mr Pan Feng, Vice President of the China Association for European Economic and Technical Co-operation (CEETC).

Ringier had the opportunity to talk to Wojciech Ptak, who shared his views on the advantages of EU food, the special features of GIs food, and consumer trends in Europe and China.

Mr Wojciech Ptak, Agricultural Counsellor at the Delegation of the European Union to China

Ringer: Can you tell us how the concepts in the EU Pavilion are displayed and conveyed differently compared to the previous years?

In this exhibition, we not only want to convey to consumers that EU food has the advantages of safety, high quality, authenticity and sustainability, but we also want Chinese consumers to appreciate the versatility and ease of use of European ingredients through the cooking demonstration of Chinese dishes –  whether it is milk, cheese or fresh meat, they can be well integrated into the Chinese diet, bringing unlimited possibilities for the integration of Chinese and Western cuisine. Whether it is milk, cheese or fresh meat, they can be well integrated into the Chinese diet, bringing unlimited possibilities for the fusion of Chinese and Western cuisines.

Ringer: Organic products and products protected by Geographical Indications (GIs) are still the focus of promotion at the EU Pavilion. What protection does this offer consumers?

To guarantee the quality of its products, the EU has implemented two key policies – the certification of organic products and the use of the Geographical Indications (GIs) system. I would like to emphasise that a geographical indication is not just a label on a food package, but a name that confers intellectual property rights on a product and signifies that the product has specific qualities associated with a geographical area, including flavour, taste, composition, etc. Each GI product has its own traditions, history, origin story and qualities, and when that product is moved to be produced elsewhere, those particularities cease to exist.

Geographical Indications help consumers to recognise products with specific qualities, and they can be sure this time that they are shopping for a high quality and authentic product, and it also helps producers to better market their products.

However, at present, our GI products may face the problem of infringement by local products that imitate or tamper with their intellectual property rights. The State Intellectual Property Office (SIPO) of China is currently in the process of revising its laws and regulations on geographical indications, and we are assisting it in its endeavours to provide better protection for these geographical indication’s products and more security for Chinese consumers.

Ringer: You have just mentioned that products from the EU have the advantages of safety, high quality, authenticity and sustainability, what factors contribute to these advantages, can you talk about them in detail?

European food products have been recognised by consumers worldwide for their safety and high quality. This is inextricably linked to the fact that Europe has the highest food safety standards and traceability systems.

The high standard of EU food is due to the EU General Food Law adopted many years ago, which must be strictly enforced in all 27 EU Member States without exception, thus ensuring that safety standards, quality levels and traceability of EU food are based on scientific evidence. Over the years, the EU has set high safety standards in terms of public and animal health protection:

Firstly, European agricultural producers ensure the high quality of European food by adhering to the world's strictest health and safety standards in food production, processing, and quality control, in addition to high-level farming practices and advanced production and processing methods. At the same time, in addition to enforcing EU food laws themselves, member states are also required to monitor and verify that operators fulfil the relevant requirements.

Secondly, consumers can be assured of enjoying European-labelled food, as EU food inspections are carried out at all stages of production, from the use of pesticides to packaging. When purchasing EU food products, consumers can be sure that the health claims, nutritional values, ingredients and other information on the labels are reliable and unbiased, as they are based on scientific data and subject to stringent regulation.

Finally, all EU food products are traceable from farm to fork, which means that any product that poses a potential risk to consumers can be quickly identified and removed from the market, thus further protecting consumer rights.

I would like to conclude by emphasising that we have always applied the highest standards to EU food exports to China, and that the EU is only allowed to provide Chinese consumers with the safest EU agri-food products.

Ringer: What changes have occurred in the Chinese and European demand for food and drink in the aftermath of the epidemic? How will the EU cater for these changes?

For the European market, we see a significant upward trend in the demand for high-protein processed foods, including protein powders, protein drinks, and high-protein energy bars; secondly, the market for infant milk powder is growing very fast; and thirdly, we are concerned about the changes in the lifestyle of consumers in Europe and China brought about by the epidemic – they are more accustomed to cooking or baking at home, which drives the consumption of ingredients such as cream, butter, cheese and fresh meat.

The market has been growing rapidly recently as Chinese consumers become more aware of the nutritional value of cheese. EU import and export figures show that Dutch cheese exports to China alone have increased by more than 25% in the past year. The EU will export more high-quality cheese in the future to meet the growing consumer demand.

Ringer: What is the current volume and proportion of the EU's exports to China, in terms of food and agricultural products? What are the EU's expectations for the Chinese market?

Today, the EU is the world's largest exporter of agricultural products, and China, after the UK and the US, has become the EU's third-largest export destination. Its imports account for around 7% of Europe's total agricultural exports.

The volume of Chinese and European products traded has continued to grow steadily over the past few years. Between 2018 and 2022, EU agricultural exports to China have increased by more than 50%. Ten years ago, the EU exported around €3 billion of agricultural products to China and imported around €3 billion of agricultural products from China. Today, Europe exports more than €15bn of agricultural products to China and imports nearly €10bn.

Figures show that EU27 agricultural exports to China will be €15.8bn in 2022, down from the €22.7bn recorded in 2020. Nonetheless, the Chinese market has huge growth potential, especially in the dairy sector. Currently, around 37% of China's dairy imports come from the EU, and as we deepen our cooperation with China, the barriers to entry that prevent our high-quality and safe products from entering the Chinese market will gradually be removed, and Chinese consumers will have more opportunities to enjoy EU products in the future.

Ringer: What are the other strategic plans for expanding the China market?

The opportunities for EU food in China are gradually emerging as Chinese consumers continue to demand better quality food. According to data, 27% of Chinese consumers consume EU food at least once a week, and 90% of these respondents are very conscious of food quality and nutrition, and believe that food from the EU is superior in terms of quality, nutrition and taste. In the future, we will take this opportunity to introduce more new products to the Chinese market, such as baby milk powder and organic wines from France and Finland, and to continue to organise matching displays and promotional activities such as this exhibition, so that consumers can gain a better understanding of the characteristics and advantages of EU agricultural products, as well as how to cook and eat them.

Finally, I would like to reiterate once again that China is an important agricultural trading partner for us, now and in the future. Through this and other proclaimed events, we hope to demonstrate to our Chinese friends that we are determined to build on our successful bilateral relationship and to further promote co-operation between the two sides. Positive topics are crucial in any bilateral co-operation relationship, and agriculture can play a key role in fostering positive European-Chinese relations.