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The Pro Chef Middle East

The European Rice campaign is about to conclude its three-year promotional journey to the UAE

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As the European Rice campaign comes close to concluding its three-year promotional journey to the market of the UAE, a final press event was held in Dubai on February 12, 2022 at the Radisson Blu Hotel.

The occasion saw in attendance guests from Dubai’s food sector and F&B wholesale industry, where they had the opportunity to taste and learn the quality characteristics of European rice.

Mrs. Maria Nalmpanti, Head of Information & Promotion Projects of NOVACERT LTD, the Implementing Body of the promotional campaign, welcomed the audience and presented the numerous well-organized and coordinated actions, aiming to spread awareness among general public, distributors and wholesalers about the authenticity and unique production of the European rice as well as to enhance the competitiveness of the European rice produced in Greece.

The Greek Counselor of Commercial and Economic Affairs, Mr Dimitrios Thomopoulos, greet the audience; and Mrs. Asimina Kaldiri who represented the Directorate of Agricultural Products Promotion of the Ministry of Rural Development & Food in Greece, was also present and had the opportunity to address the event.

In turn, Mr. Christos Tsichitas, President of EASTH SA and Mr. Konstantinos Giannopoulos, General Manager of EASTH SA, spoke on behalf of the producers, sharing the most important themes of the agricultural cooperation and the promotional campaign and pointing out the most significant points of differentiation of the European Rice and the technologically advanced production methods, which reflect to the protection of the local ecosystem.

From her perspective, the Food Ambassador of the campaign in UAE, Ms. Diana Zavzeatii presented the nutritional benefits of European rice produced in Greece, together with many useful tips for the most delicious rice cooking.

As a conclusion to all those very interesting speeches, a live cooking show plus a tasting dinner summed-up the action of the night.

At the same time, from February 13 to 17, the campaign participated at the Gulfood Exhibition in Dubai, sharing knowledge and passion for superior quality European Rice production.

The EU-funded campaign entitled ‘Information provision and promotion measures on rice in Jordan, Lebanon and the U.A.E. with the distinctive title “European Rice – Rice to the top!” aims to spread awareness among general public, but also professionals, about the authenticity and unique production of the European rice as well as to enhance the competitiveness of the European rice produced in Greece.

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