After the impressive impact of its first three-year promotional journey, European Rice
kicked-off a new campaign for the next three years, continuing its activities in Dubai!
The EU-funded promotional campaign “Information provision and promotion measure on
rice in Jordan, United Kingdom, Israel, and UAE” – EURICE, with a distinctive title “European
Rice” implemented by the Agricultural Corporate Partnership of Thessaloniki, EASTH S.A.,
aims to spread awareness about European rice produced in Greece, as well as to enhance its
competitiveness in the global market.

For this purpose, in February 2023, a series of promotional events were organized in Dubai,
including the participation at Gulfood exhibition (20-24/2), along with a press event on 20/3
and two B2B dinners on February 21st and 22nd.

Gulfood Dubai is the Middle East’s most significant annual exhibition in the Food & Beverage
industry, featuring more than 5,000 exhibitors and 100 national booths showcasing a vast
range of food and beverage products, including international brands and innovative new
offerings. This year’s exhibition attracted international chefs, producers, marketers,
restaurant and hospitality owners, industry leaders and welcomed over 100.000 trade
visitors from 125 countries in 2023.

Attendees that visited the European Rice stand had the opportunity to taste rice produced in
Greece, while being informed about its means of production and unique characteristics. A
live cooking show was also held in a specially designed area of the stand, where a
professional chef prepared and offered rice recipes from Europe for visitors to taste. In
addition, the campaign’s promotional video played on the kiosk screen, while promoters
distributed leaflets and provided information to visitors.

The press event targeted at food sector professionals, journalists and food bloggers took
place on Monday, February 29 th at Radisson Blu Deira Plaza. Ms. Maria Kounavi, head of the
Directorate of Financial Controls, Inspection and Cooperation of the Greek Agriculture
Ministry addressed the welcoming speech, while presentations were made by the president
of EASTH Mr. Christos Tsichitas, and the general manager of EASTH Mr. Kostas
Giannopoulos. Co-ordination of the event was made by Mr. Konstantinos Astreidis on behalf
of NOVACERT Ltd, which is the implementing body of the program.

Both speakers presented the producers’ potential, the comparative advantages of the
product such as safety, quality and taste, and the sustainability ensured at the areas of rice
cultivation in Greece

.
The press event’s presentations were concluded by the Food Ambassador of the campaign,
renowned food blogger “Busy Avocado”, aka Diana Zavzeatii, while the live preparation of
three rice recipes (Greek Dolma, California Sushi Rolli and Mandarin Chicken Fried Rice) by
the chefs of Radisson Blu hotel offered the guests a great opportunity to taste European
Rice!

The subsequent B2B dinners (21/2 at Opso restaurant, 22/2 at Anasa restaurant) marked the
culmination of European Rice’s promotional activities. During these events, participants
were informed about the distinctive attributes of rice and engaged in discussions regarding
potential future trade agreements. The rice-based meal that was presented showcased the
exceptional taste and quality features of the European rice produced in Greece.

The European Rice campaign is targeted towards the general public, as well as professionals
such as food experts, distributors, and wholesalers. Figures from the media and F&B
wholesale industry, food and lifestyle bloggers, nutrition specialists, key retailers,
distributors, and importers of agricultural products participated in each action and were
informed about the characteristics, unique quality, and special benefits of European Rice.

Gulfood Dubai 2023

Press Event