Entering its third year in Malaysia, the Premium European Products programme builds on two years of strong market engagement and success, while opening new opportunities to further connect European food and beverage products with Malaysia’s evolving and increasingly diverse F&B sector. This has been achieved by undertaking a variety of activities such as participation in trade shows, B2B dinners, media, and other promotional activities. The programme has strengthened awareness of premium European products while fostering lasting partnerships between European producers and Malaysian industry stakeholders.
In the last three years, the programme has managed to build a very solid foundation for bringing genuine European premium products to Malaysian importers, distributors, retailers, hoteliers, and consumers. By its consistent involvement in important trade shows such as the Food Hotel Malaysia (FHM) and Malaysian International Food & Beverage Trade Fair (MIFB) along with the annual B2B networking dinner and press engagements, European products have been made visible and valuable contacts have been made through the local market.
One of the programme’s key achievements has been the successful introduction of Greek and Latvian premium products to Malaysian audiences, raising awareness of their quality, safety standards and European origin. The products presented include Latvian dairy products, chocolate and confectionery, dried fruits and salty snacks, highlighting opportunities for future partnerships in Malaysia. The Greek selection features PDO Vostizza Corinthian Raisins, PDO Chios Masticha, PDO Cretan extra virgin olive oil, PDO table olives, PDO Graviera cheese and PDO Krokos Kozanis saffron, showcasing the diversity of Greece’s products and their rich culinary heritage.
With the development of the food culture in Malaysia, the demand for high-quality and unique products will continue to exist. Today, Malaysian consumers are looking for products with reliable origins, superior quality and distinctive flavors, while also enjoying new food experiences. European products can fit naturally into the way Malaysians eat, whether during family meals, weekend gatherings, café and brunch occasions, or restaurant and premium dining experiences. They can also be incorporated into familiar cooking methods such as grilling, roasting, marinades, dressings, dipping sauces, rice-based dishes and seafood preparations.
Malaysia’s diverse food culture makes it easy to enjoy European products in everyday meals. The bold balance of spicy, sweet, sour, and rich local flavors pairs beautifully with the selected Greek and Latvian products.From classic home cooking to modern F&B creations, local chefs and home cooks have plenty of room to try new combinations without losing those familiar, comforting local flavors.
Building on the success of the past three years, the Premium European Products programme continues to strengthen trade relations and cooperation between Europe and Malaysia. Grounded in a commitment to quality, safety and sustainability, the programme creates new business opportunities while making European products more accessible. As Malaysians seek out new culinary experiences, consumers and F&B professionals are invited to explore how these products can enhance everyday meals and familiar local favourites with a subtle European touch. As this chapter comes to a close, the journey is set to continue, opening up new opportunities to bring European products closer to consumers and strengthen international trade connections.
Notes to Editor
About Premium European Products:
The “Premium European Products” campaign is a promotional program co-funded by the European Union. It highlights the safety, traceability, and authentic flavours of European agri-food products, supporting their expansion into high-growth international markets like Malaysia.
For more information about the “Premium European Products” campaign, please visit https://premiumeuropeanproducts.eu/ or email us to info@premiumeuropeanproducts.eu.
Pages dedicated to this program can be found on Instagram, Facebook and YouTube, @premiumeuropeanproducts.
About National Union of Agricultural Cooperatives of Greece (ETHEAS)
Founded by Greece’s leading cooperatives and established by Greek law, ETHEAS is the national coordinating body of Agricultural Cooperatives in Greece. With over 300 member cooperatives representing approximately 80% of Greece’s total agricultural cooperative turnover, ETHEAS aims to foster rural and cooperative development, support and promote its members’ activities domestically and internationally, provide expert opinions on cooperative movement agricultural production and sector development, supervise the dissemination and promotion of cooperative ideas, and serve and educate its members through studies, research projects, and assignments.
About Latvian Dairy Committee (LDC)
The Latvian Dairy Committee (LDC) was established in 1995, representing Latvian dairy processing sector and aims to protect its interests. It consists of 17 members processing approximately 80% of industrially produced milk in Latvia.
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