Discover European Flavours and Bring them to Your Table
Kuala Lumpur, Malaysia – 13 May 2026, Wednesday – For Immediate Release
Prepare your palate to the journey across the Mediterranean and beyond. Continuing great success in the last 2 years, the Co-Funded European campaign, “Premium European Products,” is back again this year in Malaysia and bringing a curated selection of Europe’s premium ingredients.
The selection includes PDO Krokos Kozanis (Greek Saffron), known for its deep red, long crimson threads, floral aroma, and distinctive taste, PDO Greek Table Olives, offering a variety of flavour profiles, Premium Dairy Collection from Latvia, featuring diverse characteristics, textures, and nutritional options that you can discover in this website. These premium products serve as a bridge between centuries of European agricultural heritage and the vibrant culinary landscape of Malaysia.
Premium European Products Continues Its 2026 Journey in Malaysia
The programme began this year with a successful showcase at SIAL Canada 2026, held in Montreal from 29 April to 1 May 2026, under the “Premium European Products: Better Knowledge, Better Choices” campaign. Industry professionals, buyers, and media were invited to discover a diverse portfolio of products representing the quality, heritage, and excellence of European agriculture.
Following its success in Canada, Premium European Products is set to continue its 2026 programme in Malaysia. From 15 to 17 July 2026, the campaign will participate in the Malaysia International Food & Beverage Trade Fair (MIFB), one of the region’s leading food and beverage trade platforms.
Beyond the product showcase at MIFB, the programme will also host an exclusive B2B Networking Dinner, designed to connect European producers with Malaysian industry leaders. The dinner aims to facilitate meaningful business conversations, strengthen trade relationships, and inspire new culinary opportunities between Europe and Malaysia.
Building Interest in Malaysia’s F&B Landscape
As Premium European Products continues its 2026 journey in Malaysia, the upcoming showcase at MIFB and the exclusive B2B Networking Dinner are expected to create meaningful touchpoints with the country’s food and beverage industry. From importers and distributors to chefs, retailers, media, and hospitality professionals, they will have the opportunity to discover the quality, versatility, and market potential of premium European agricultural products.
Through these engagements, the campaign aims to spark greater interest in how European ingredients can be introduced, adapted, and enjoyed within Malaysia’s diverse culinary landscape. By bringing together product discovery, trade dialogue, and industry networking, Premium European Products will continue strengthening appreciation for Europe’s agricultural heritage while opening new opportunities for collaboration in the Malaysian market.
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 Union of Agricultural Cooperatives of 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.
This press release has also been published on VRITIMES
