ECCEUKCH gets underway

London, 5 May 2025 – From Brexit to the so-called ‘Bregret’, the UK’s exit from the European Union has profoundly reshaped the balance of the European agri-food sector. In a market with over 67 million consumers that remains heavily reliant on imports – with around 42% of food coming from abroad and 73% imported from the EU – the new trade rules have introduced operational complexities, additional costs and logistical delays.

Added to this is the impact on consumption: between inflation and new non-tariff barriers, food prices have reached record levels, with an increase of up to 19% in 2023, the highest in the last 45 years. A context that has altered consumer choices and made market access even more competitive. This trend does not deter those who recognise the value of certified products, backed by a supply chain guaranteed at European level, compared to ordinary products of uncertain origin. Alongside the UK, Switzerland also represents a strategic market for the European agri-food sector. With one of the highest levels of per capita income in the world and a strong focus on quality, Swiss consumers are showing growing interest in premium, sustainable and traceable products. In a highly competitive and regulated environment, where over 50% of food products are imported, PDO and PGI certifications represent a key distinguishing feature in guiding purchasing decisions, particularly in the high-end retail and catering sectors.

It is against this backdrop that ECCEUKCH – The Excellence of European Olive Growing in the UK and Switzerland was launched, a three-year information and promotion programme co-funded by the European Union under Regulation (EU) No 1144/2014. Promoted by OP OLMA, OP Latium and EAC – Association of Exporters of Crete, the project aims to boost awareness and consumption of European PDO and PGI certified extra virgin olive oil, highlighting its quality, origin and sustainability in two key, yet distinct and complementary markets: on the one hand, the UK, a high-volume global hub; on the other, Switzerland, a high-value market with a strong premium focus.

The UK is, in fact, the leading destination market for EU agri-food exports and, despite the difficulties introduced by Brexit, the Geographical Indications system has demonstrated a significant capacity to adapt, maintaining a central role in international trade. At the same time, Switzerland offers particularly fertile ground for positioning certified EVO olive oil: a mature, health-conscious market willing to recognise the added value of authentic, guaranteed products. Here, the key factor is not only European origin, but the ability to communicate transparency, sustainability and food culture.

ECCEUKCH fits into this context with an integrated plan combining digital communication, media campaigns, promotional events in retail outlets and restaurants, participation in major trade fairs in target countries, and incoming activities for operators and stakeholders. An approach that combines information and direct engagement, with the aim of making European PDO and PGI certified EVO oil increasingly recognisable as a safe, traceable product and part of a healthy lifestyle. In markets that today demand greater awareness and trust, the project aims to turn post-Brexit challenges into opportunities and to consolidate Europe’s presence in high-potential markets outside the EU as well. With ECCEUKCH, extra virgin olive oil returns to the centre of a contemporary narrative: not just tradition, but a strategic lever for the future of the European agri-food sector.

For further information, visit the project’s official website: https://ecceukch.eu/ and its social media channels on Facebook and Instagram.