The article reports survey evidence that EU food and beverage products are widely recognised in several international markets and are primarily associated with quality, while also pointing to uneven market penetration and varying levels of consumer awareness of EU quality labels and promotion schemes. For the agri-food ecosystem, this matters because it connects reputation, labelling, and public promotion tools with export opportunities and international competitiveness, particularly for producers seeking to diversify markets beyond the EU. The source also suggests that business missions and economic diplomacy are being used as practical instruments to support market access and business development, with examples from Japan and Thailand and planned missions to Mexico and India. At the same time, the findings raise broader questions for the sector about how to translate product reputation into sustained demand, how to improve understanding of EU quality schemes among international consumers, and how SMEs, producer groups, and trade organisations can engage with export support mechanisms. The material is therefore relevant to companies, industry associations, EU institutions, and business support actors involved in agri-food trade, promotion, and the international positioning of EU food systems.

Read the full report here.

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