The British Trade and Cultural Office (BTCO) on Friday began a campaign to spur greater consumption of British food and drink in Taiwan.
BTCO Director Chris Wood said the food and drink industry is the largest manufacturing sector in the UK, adding: “The UK is particularly competitive in added-value, branded and skill-intensive products, and in areas like high-tech packaging, health and convenience foods.”
“Here, we want to promote British food and drinks in Taiwan,” he told a press event in Taipei on Friday, launching the “Great Taste of Britain” campaign.
In Taiwan, consumer expenditure on food, drink and catering has continued to rise in recent years, he said.
“Changing consumer tastes and quality lifestyle choices are presenting new opportunities for UK food and drink businesses in this market,” he added.
Meanwhile, “concern for healthy eating will also be a major driver for quality products here,” he said. “UK food and drink come with the assurance of authenticity and safety.”
As part of the Great Taste of Britain campaign, an in-store promotion is to run through Oct. 29 at eight branches of Jason’s Market Place supermarkets, featuring 30 UK brands of items such as breakfast cereals, dairy products, cooking aids, tea, beer and whisky, Wood said.
To promote British pub culture, Cheers Pub at the Grand Hyatt Taipei hotel is running a promotion until Thursday, featuring 17 British drink brands, ranging from single-malt and blended Scotch whisky to cider, beer and gin, he said.
Wedgewood Tea Room at SOGO Fuxing Department Store is offering consumers a chance to experience British high tea, another significant aspect of UK food culture, Wood added.
Meanwhile, a total of 18 UK institutions participated in the annual European Education Fair that was held on Saturday and Sunday, presenting opportunities for students to receive a culinary education in the UK, Wood said.
The campaign incorporates a themed episode on the TLC television channel in Taiwan that features British gourmet cooking and two Taiwanese chefs — Joel and Soac. The episode is scheduled to be aired in December as part of the Kitchen Cook-off series, Wood said.
The UK’s food and drink exports have been growing over the past six years, showing an annual increase of 3.7 percent last year to £19.4 billion (US$31 billion), according to the BTCO.
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