Bangkok, Thailand – “Colours by Europe. Tastes of Excellence.” campaign in Thailand has launched its first retail activation at Central Food Hall at Central World, which has driven a significant increase in consumer interactions and engagement. The retail activation is a collaboration between the EU and Central Food Retail Co., Ltd. under Central Retail to welcome food lovers to discover a wide variety of agricultural food and beverage products from the European Union (EU).

The series of four retail events and promotions aims to promote the quality, safety, authenticity, and sustainability of EU food and beverage products ranging from meat and dairy products, fruits and vegetables to pasta, cereals, oils, sweets, wines, beer, spirits, and plenty more in which shoppers can indulge. The four retail activations, each lasting two weeks, are taking place between October 2021 to January 2022, and are being promoted through various media channels which include PR, KOL collaboration, social media, and in-store activations.

“This retail collaboration with Central Food Hall is our first in Thailand, a country that has shown that there is a strong consumer appetite for high quality EU produce. This is an exciting opportunity for the European Union’s farmers, producers, and exporters to show the exceptional quality of their products, whilst connecting Thai consumers to a range of new items which they can discover and enjoy throughout the campaign. We’re delighted to be able to partner with Central Food Hall to bring a diversity of colourful agricultural food and beverage products from EU to consumers in Thailand”, said H.E. David Daly, EU Ambassador to the Kingdom of Thailand.

“The European Union is well known for its safe, high-quality food, and we are honoured to be part of the “Colours by Europe. Tastes of Excellence.” campaign. It has always been our passion to provide and promote top quality food and gastronomy from across the world. We are looking forward to welcoming our shoppers to discover more about European food and its key merits in our supermarkets,” said Mr. Stephane Coum, CEO of Central Food Retail under Central Retail.

“The joint retail activation aims to provide our shoppers with a better understanding of the EU’s ‘Farm to Fork’ concept where stringent production standards and quality controls are guaranteed for the products through the whole production chain, ensuring also that environmental, social and economic sustainability is achieved in line with high EU standards. Each product is labelled, so shoppers can trace the ingredients and nutritional information back to its origins anywhere in the EU,” Mr Stephane Coum shared.

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