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U.K. launches promotion of its food, drink in Taiwan

2014/10/17 17:35:31

Taipei, Oct. 17 (CNA) The British Trade and Cultural Office (BTCO) in Taiwan kicked off a campaign Friday to spur greater consumption of British food and drink.

The food and drink business is the largest manufacturing sector in the United Kingdom, said BTCO Director Chris Wood at the event.

"The U.K. is particularly competitive in added-value, branded and skill-intensive products, and in areas like high-tech packaging, health and convenience foods," he said.

"Here, we want to promote British food and drinks in Taiwan," he told reporters at a press event to officially kick off the "Great Taste of Britain" campaign.

In Taiwan, consumer expenditure on food, drink and catering has continued to rise in recent years, he noted.

"Changing consumer tastes, quality lifestyle choices are presenting new opportunities for U.K. 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. "U.K. food and drink come with the assurance of authenticity and safety."

At the event, traditional British food was on display, along with a blend of British dishes and cuisines from other countries such as India.

These included fish and chips, potted shrimps, mulligatawny soup and traditional scones.

As part of the "Great Taste of Britain" campaign, a two-week in-store promotion will run until Oct. 29 at eight branches of the Jason's Market Place chain, featuring 30 U.K. brands of items such as breakfast cereals, dairy products, cooking aids, tea, beer and whiskey, Wood said.

To promote British pub culture, Cheers pub at the Grand Hyatt Taipei hotel is running a one-week promotion until Oct. 23, offering 17 British drink brands, ranging from single malt and blended Scotch whisky to cider, beer and gin, he said.

In addition, Wedgewood Tea Room at SOGO Fuxing Department Store is offering consumers a chance to experience British High Tea, another significant aspect of U.K. food culture, Wood said.

Meanwhile, a total of 18 U.K. institutions are participating in the annual European Education Fair in Taiwan that is being held this weekend, presenting opportunities for culinary education in the U.K, he added.

The campaign also includes a special episode on TLC Channel in Taiwan that features British gourmet flavors 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 U.K.'s food and drink exports -- including alcoholic drinks -- have been growing over the past six years, showing an annual increase of 3.7% in 2013 at 19.4 billion pounds (US$ 31,128,653,400), according to BTCO.

Taiwan is the world's 7th largest market by value for Scotch whiskey, it added.

(By Elaine Hou)
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