LONDON, UK. September 10th, 2026 – Buyers and food industry professionals visiting the Natural & Organic Food Show will be able to experience the variety of Europe’s organic food and drink sector first-hand, with a dedicated EU showcase bringing products, producers and expert knowledge together at ExCeL London on 16–17 September 2026.
The EU’s More Than Only Food & Drink campaign will host stand NF151, presenting 40 products from all 27 EU Member States. The selection covers wine and spirits, fruit and vegetables, bakery, confectionery, meat and dairy. Of the products on display, 37 are organic, with a number also recognised under Protected Designation of Origin (PDO) or Protected Geographical Indication (PGI) schemes.
Recognised as a leading UK trade event for the natural, organic and sustainable products sector, the show brings together retailers, buyers, distributors, wholesalers and food industry professionals. The campaign stand will give visitors the opportunity to taste products from across the European Union while learning more about their origins, production methods and commercial potential.
A packed programme of tastings
The two-day programme will include three general sampling sessions each day, alongside two category-focused tastings hosted by specialist advisors. Cheese expert Patrick McGuigan will lead a cheese tasting with pairings, while fresh produce consultant Kelly Shields will host a session dedicated to fruit and vegetables.
The sampling programme will cover a broad mix of European products, from meat and dairy to beer, wines and spirits, bakery and confectionery. The advisor-led sessions will provide a more focused exploration of selected products, with expert guidance helping visitors understand their provenance, production and quality.
Among the products available to discover will be:
- Organic cheeses, including Comté PDO from France, Parmigiano Reggiano PDO from Italy, Halloumi PDO from Cyprus and Queso Manchego PDO from Spain.
- Organic wines and spirits, including Melnik PDO wine from Bulgaria, Douro PDO red wine from Portugal, single-vineyard Xynisteri PDO from Cyprus and Polish Vodka PGI.
- Organic Styrian Pumpkin Seed Oil PGI from Austria, showcasing a distinctive regional ingredient with a protected connection to its place of production.
- Organic traditional European charcuterie, ranging from Prosciutto di Parma PDO and Spanish chorizo to Greek apaki and Croatian kulen.
- Organic bakery products, including Swedish sourdough rye bread, German pumpernickel and Dutch Gouda cheese biscuits.
- Distinctive fruit, vegetable and store-cupboard products, such as Estonian wild blueberry powder, Hungarian sweet paprika, Romanian pear juice and Slovakian rosehip and sea buckthorn tea.
Explore European cheese with Patrick McGuigan
Award-winning cheese writer and educator Patrick McGuigan will be at the campaign stand to lead guided tastings and share his expertise on the cheesemaking traditions represented across Europe.
Speaking about the show, he said: “The most exciting thing about European cheese is that there is always a story behind the flavour. Comté PDO, Parmigiano Reggiano PDO, Halloumi PDO and Queso Manchego PDO are all shaped by their local landscapes, raw materials and generations of cheesemaking expertise, yet each offers a completely different tasting experience.
“The guided tastings will give visitors the chance to explore these differences firsthand and understand what organic production and protected status mean in practice. For buyers, that combination of distinctive flavour, authentic provenance and a story that can be clearly communicated is particularly compelling.”
Expert insights into EU Fresh Produce with Kelly Shields
Kelly Shields, fresh produce policy expert and industry consultant, will bring her sector expertise to a dedicated tasting focused on European fruit and vegetables. She said: “Europe’s fruit and vegetable sector is incredibly diverse, shaped by different climates, landscapes and growing traditions. The tasting will give visitors the opportunity to discover products from across the EU and explore how provenance, organic production and thoughtful processing can create distinctive flavours and formats.
“For buyers, products such as Estonian wild blueberry powder, Hungarian sweet paprika, Romanian pear juice and Slovakian rosehip and sea buckthorn tea demonstrate the potential of fruit and vegetables far beyond the fresh produce aisle. They offer interesting opportunities across retail, foodservice and product development, while giving businesses strong stories to tell around origin, quality and production.”
In addition to the tastings, the stand will provide an insight into the EU’s approach to organic agriculture, food quality, traceability and sustainable production. Visitors will be able to explore the regions represented and discover how producers are drawing on traditional knowledge while embracing innovation and evolving responsible production practices.
For more information visit enjoy-its-from-europe.campaign.europa.eu.
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