Since 2007, SIAL China has introduced the concept of region of honour / country of honour into the Chinese market. Every year, SIAL China cooperates with countries that are committed to promoting food and beverage products in the Chinese market. Through participating in activities such as opening ceremony, forums and summits, cooking demonstration, in-depth product promotion and exhibition are carried out.
The five colours of green, orange, red, purple and white cover major product categories of fresh and processed meat products; dairy; olive oil and table olives; processed cereals and pasta, confectionery, pastry, jams and honey; and fruit and vegetables. The European Union set out to address this with its two-year Colours by Europe communications campaign, currently running in China, by introducing European food and beverage in an emotive way that communicates the heritage of individual products, while naturally encouraging the curious to explore high-quality ingredients and new pairings.
The EU pavilion covers 190 square meters. A total of 130 products have been selected to represent each Colours by Europe category and will be rotated throughout the three-day exhibition. Displays will give visitors opportunity to experience products and meet with experts to understand their relevance and opportunity within the context of intensifying Chinese demand for greater choice when it comes to high-quality and safe food and beverage products.