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European Research Executive Agency

‘More than Food, Great Stories to Share’ - EU promotion campaign in Gulf Cooperation Council (GCC) countries

Agri-food and beverage produce from the EU are more than just food and drinks, there is a story behind each burst of flavour. This campaign is running in the UAE and KSA since 2019. It will run until August 2022, spanning the EXPO 2020 in Dubai.

Gulf Cooperation Council (GCC) Campaign 2021
More than Food, Great Stories to Share | ©European Union, 2021


The overall objective of the campaign is to promote the key merits of EU agricultural produce, creating positive awareness among consumers and businesses in the GCC countries. The aim is to increase the consumption, use and import of EU food and beverages in those markets.


This new phase of the campaign (a continuation from the one that run between 2019 and 2021) builds on the awareness, engagement and lessons learned generated by the communication activities that have been running since 2018 in the region.


The campaign will feature tasting experiences for consumers in various malls across the GCC regions that serve as community hubs.

Specific events will be organised for business audiences in order to promote EU agricultural produce to key buyers in the region, and to provide information regarding the benefits of this produce.

GCC influencers and media representatives will be given the opportunity to travel to Europe to learn first-hand about various EU agricultural produce and their origin and, in turn, share this with their audiences based in the GCC countries. See more info here.

The campaign will also support the EU’s participation to the EXPO 2020 Dubai (1 October 2021 – 31 March 2022) by running a series of specific activities and events, in particular a “More than Food Festival” on Bluewaters Island (17-19/02/2022) and a European Caravan. See the dedicated webpage.


More than Food, Great Stories to Share