{"id":18924,"date":"2026-04-07T08:59:55","date_gmt":"2026-04-07T08:59:55","guid":{"rendered":"https:\/\/www.foodnhotelasia.com\/?post_type=fha-insider&p=18924"},"modified":"2026-04-11T05:56:28","modified_gmt":"2026-04-11T05:56:28","slug":"driving-global-food-innovation-the-eu-pavilion-story","status":"publish","type":"fha-insider","link":"https:\/\/www.foodnhotelasia.com\/fha-insider\/driving-global-food-innovation-the-eu-pavilion-story\/","title":{"rendered":"Driving Global Food Innovation: The EU Pavilion Story"},"content":{"rendered":"\t\t
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As the European Union returns as Region of Honour at Food & Hospitality Asia 2026, it signals a deepening engagement with Singapore and the wider Asia-Pacific food landscape. Backed by strong trade ties and a growing regional presence, the EU continues to position itself as a trusted partner in quality,\u00a0safety\u00a0and sustainability.<\/span>\u00a0<\/span><\/p>

In this FHA Insider feature, we explore what this recognition means and what visitors can expect from the EU Pavilion this year.<\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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1.\u00a0<\/span>The EU returns to FHA 2026 as Region of Honour. What does this recognition signify for the European Union and its Member States in its engagement with Singapore?<\/span><\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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The EU and Singapore have strong trade and investment relations with Singapore, anchored by our comprehensive Free Trade Agreement\u00a0<\/span>(FTA)\u00a0<\/span>in force since November 2019.\u00a0<\/span>A<\/span>nnual EU exports of food and beverages amount to\u00a0<\/span><\/span>\u20ac<\/span><\/span>2 billion and continue to rise.\u00a0<\/span>The EU is proud to be the Region of Honour at one of the most prestigious food fairs in Asia to celebrate the excellence and diversity of European food and beverages.<\/span><\/span>\u00a0<\/span><\/span>As Region of Honour<\/span>,<\/span>\u00a0we aim to\u00a0<\/span>increase awareness of the key merits of EU agri-food products.<\/span>\u00a0<\/span>Throughout the week, we will\u00a0<\/span>showcase<\/span>\u00a0authentic products from all 27<\/span>\u00a0EU<\/span>\u00a0Member States\u00a0<\/span>through cooking<\/span>\u00a0shows,\u00a0<\/span>workshops,\u00a0<\/span>tasting\u00a0<\/span>sessions<\/span>\u00a0and expert seminars.\u00a0<\/span>Complementing the presence and<\/span>\u00a0participation of EU Member States<\/span>\u00a0at FHA<\/span>,\u00a0<\/span>is<\/span>\u00a0an EU<\/span>-led<\/span>\u00a0business delegation of\u00a0<\/span>more than 4<\/span>5<\/span>\u00a0<\/span>companies<\/span>\u00a0<\/span>seek<\/span>ing<\/span>\u00a0new<\/span>\u00a0business opportunities<\/span>\u00a0<\/span>to further\u00a0<\/span>deepen our partnership with Singapore.<\/span><\/span>\u00a0<\/span><\/p>

In this FHA Insider feature, we explore what this recognition means and what visitors can expect from the EU Pavilion this year.<\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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2.\u00a0<\/span>Europe\u00a0<\/span>remains<\/span>\u00a0one of the leading sources of food and beverage imports into the Asia-Pacific region. What key strategies are underpinning this sustained growth and relevance in Asian markets?<\/span><\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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The high-quality, safety,\u00a0<\/span>authenticity<\/span>\u00a0and sustainability of EU\u00a0<\/span>food and beverages<\/span>\u00a0<\/span>is\u00a0<\/span>widely\u00a0<\/span>recognised<\/span>. To increase our preferential market access in\u00a0<\/span>Asia-Pacific<\/span>, we are expanding our\u00a0<\/span><\/span>FTA network. We have FTAs in force with Japan, New Zealand, Singapore, South\u00a0<\/span>Korea<\/span>\u00a0and Vietnam, and have concluded negotiations with India and Indonesia. We aim to finalise FTA negotiations with Australia, Malaysia,<\/span><\/span>\u00a0<\/span><\/span>Thailand<\/span>\u00a0and the Philippines to\u00a0<\/span>create a transparent and legally binding framework for<\/span>\u00a0<\/span>business partnerships<\/span>.<\/span><\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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3. As global sourcing patterns continue to evolve, how is the EU strengthening its position as a trusted and long-term trade partner for Asia?<\/span><\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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The EU\u00a0<\/span>is\u00a0<\/span>a strong supporter<\/span>\u00a0of a rules-based trading system. Ensuring global food supply and food security is a key priority.\u00a0<\/span>We apply the highest food safety standards to ensure\u00a0<\/span>top\u00a0<\/span>quality to consumers around the globe.\u00a0<\/span>For instance, with Singapore we have been enhancing our market access for egg and meat products, based on mutual trust and food safety guarantees. Despite the current global geopolitical challenges, the EU is a trusted partner for safe food supplies.<\/span><\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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4<\/span>. Returning visitors will remember the strong presence of the EU Pavilion in past editions. What fresh experiences or\u00a0<\/span>products<\/span>\u00a0<\/span>can they expect to discover this year?<\/span><\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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The EU Pavilion will be\u00a0<\/span>showcasing<\/span>\u00a0a wide range of product categories<\/span>\u00a0such as olive oils, fruits, vegetables, confectionary<\/span>, beer, wines, spirits,\u00a0<\/span>dairy<\/span>,\u00a0<\/span>egg<\/span>\u00a0and meat products. For the\u00a0<\/span>first time, w<\/span>e will\u00a0<\/span>also\u00a0<\/span>have a<\/span>\u00a0<\/span>dedicated\u00a0<\/span>P<\/span>avilion at\u00a0<\/span>ProWine<\/span>\u00a0present<\/span>ing<\/span>\u00a0the diverse\u00a0<\/span>EU\u00a0<\/span>wine landscape<\/span>\u00a0with tasting and pairing sessions<\/span>.\u00a0<\/span>W<\/span>e will have a<\/span>\u00a0special focus on sustainable and organic products\u00a0<\/span>as well as<\/span>\u00a0Geographical Indications (<\/span>GIs)<\/span>\u00a0–<\/span>\u00a0<\/span>products\u00a0<\/span>which have a special link to the place of origin.<\/span><\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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5<\/span>.<\/span>\u00a0<\/span>Lastly, as FHA 2026 approaches, what is the one message you hope every visitor\u00a0<\/span>bring<\/span>s back<\/span>\u00a0after experiencing the EU Pavilion?<\/span><\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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Discover the taste<\/span>s<\/span>\u00a0of Europe at the EU Pavilion, where tradition and innovation come together in a vibrant showcase of world-class food and drinks. From exquisite wines and artisanal cheeses to gourmet delicacies, immerse yourself in authentic flavo<\/span>r<\/span>s, meet passionate producers, and enjoy live tastings that celebrate Europe\u2019s rich culinary heritage<\/span>\u00a0–\u00a0<\/span>all in one unforgettable experience. And then<\/span>,<\/span>\u00a0visit Europe where it all started<\/span>.<\/span><\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\t\t\tArtis Bertulis<\/span><\/span>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t
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European Union Ambassador<\/i> to Singapore

European Union Delegation<\/i> to Singapore<\/span><\/p><\/h2>\t\t\t\t<\/div>\n\t\t\t\t

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Ambassador of the European Union to Singapore Artis BERTULIS assumed office on 1st September 2025

Ambassador\u00a0Bertulis\u00a0is a career diplomat, who has held several key postings including as:\u00a0EU Ambassador to Guinea-Bissau\u00a0and Ambassador of Latvia to India, Sri Lanka, Italy, Albania, Malta, San Marino, FAO, Portugal,\u00a0Brazil\u00a0and Sweden.<\/span>\u00a0<\/span><\/p>

Ambassador has served as Director General for EU Affairs, Chief of Protocol and Adviser to the Prime Minister and Foreign Minister of Latvia.<\/span><\/p>

He has a\u00a0master\u2019s degree in physics. He completed postgraduate studies in international affairs at the University of Latvia and the Royal College of Defence Studies in London.<\/span><\/p>

Ambassador\u00a0Bertulis\u00a0is fluent in English, Italian, Swedish,\u00a0Portuguese\u00a0and Russian, and has a working knowledge of French. He is married to Esmeralda, and they have two adult children.<\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\t\t\tExperience the EU Pavilion at FHA 2026<\/span><\/span>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t
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From premium wines and artisanal cheeses to innovative sustainable products, discover the diversity and excellence of European food and beverages at the EU Pavilion.<\/span>\u00a0<\/span><\/p>

Connect with producers, explore new business opportunities, and experience live tastings,\u00a0workshops\u00a0and expert-led sessions onsite.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t\t\t\t\t\tRegister for FHA 2026 and experience the EU Pavilion at Singapore EXPO.<\/span><\/span>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

As the European Union returns as Region of Honour at Food & Hospitality Asia 2026, it signals a deepening engagement with Singapore and the wider Asia-Pacific food landscape. Backed by strong trade ties and a growing regional presence, the EU continues to position itself as a trusted partner in quality,\u00a0safety\u00a0and sustainability.\u00a0 In this FHA Insider […]<\/p>\n","protected":false},"author":9,"featured_media":18989,"parent":0,"menu_order":0,"comment_status":"open","ping_status":"open","template":"","format":"standard","meta":{"footnotes":""},"fha-insider-category":[23],"class_list":["post-18924","fha-insider","type-fha-insider","status-publish","format-standard","has-post-thumbnail","hentry","fha-insider-category-insight"],"yoast_head":"\nDriving Global Food Innovation: The EU Pavilion Story<\/title>\n<meta name=\"description\" content=\"As the European Union returns as Region of Honour at Food & Hospitality Asia 2026, it signals a deepening engagement with Singapore and the wider Asia-Pacific food landscape. Backed by strong trade ties and a growing regional presence, the EU continues to position itself as a trusted partner in quality, safety and sustainability. In this FHA Insider feature, we explore what this recognition means and what visitors can expect from the EU Pavilion this year.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.foodnhotelasia.com\/fha-insider\/driving-global-food-innovation-the-eu-pavilion-story\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Driving Global Food Innovation: The EU Pavilion Story\" \/>\n<meta property=\"og:description\" content=\"As the European Union returns as Region of Honour at Food & Hospitality Asia 2026, it signals a deepening engagement with Singapore and the wider Asia-Pacific food landscape. 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