05/13/2015

Global taste experts & European consumers join forces to define the ‘Taste of Europe´.

Friends of Glass launches the ‘Taste of Europe' campaign in a bid to discover what tastes best represent the diverse range of cultures across Europe. Friends of Glass, an influential community movement that encourages Europeans to look beyond the label and choose glass packaging, is inviting consumers to #MapYourTaste via a fun online quiz. All findings will be combined to define the ultimate ‘Taste of Europe'.
Speaking on behalf of the Friends of Glass community, Vitaliano Torno, President of FEVE, the European Federation of Glass Packaging Manufacturers said: "FEVE is committed to make consumers aware of the benefits of glass packaging. The ‘Look Beyond the Label' campaign focused last year on health and the inertness of glass. With #MapYourTaste, we are supporting consumer trends and European Food and Beverage cultural heritage."

Globally renowned taste experts such as Andreas Larsson, Swedish Wine Sommelier, voted Best Sommelier of the World; Arno Steguweit, Europe's first Water Sommelier from Germany; Caroline Furstoss, French Wine Sommelier 2014; Professor Giorgio Calabrese, a renowned Italian Nutritionist; Guillermo Cruz, voted Spain's Best Sommelier in 2014; Jane Peyton, UK Beer Sommelier of the Year 2014-2015; and Christophe Baert, chef and Vice-President of in the Belgian Euro-Toques Association, have worked with Friends of Glass to create a foundation taste map, which shall be extended by consumer input throughout the continent.

Consumers who take part will also learn more about why glass is the packaging option that best preserves premium taste and untainted quality of any food or beverage. Commenting on an existing body of scientific research that has examined the impact of packaging on taste, Professor Dieter Schrenk, an expert in Pharmacology and Toxicology at the University of Kaiserslautern, Germany states: "Taste is one of the most important yet vulnerable properties of food. Effective and reliable preservation of any taste is amongst the most critical requirements food packaging materials must fulfil. Glass is the ideal food packaging material because of its tightness and inertness; it does not interact with the food or its flavour components."

The #MapYourTaste campaign will tour various European cities as part of a Friends of Glass taste festival during 2015, including EXPO Milano from 25-29 May, Salon de la Revue du Vin de France on 5 June or at Taste of London from 17-21 June. The campaign will continue until the end of 2015 also visiting other European cities like Hamburg, Munich and Madrid.

How to take part and #MapYourTaste

• Go to www.friendsofglass.com/mapyourtaste and complete the quiz to #MapYourTaste
• Discover how your preferences will feed into the Taste Map
• Learn more about different tastes from peer consumers and our Taste Makers
• Join the Friends of Glass Community on Twitter at @friendsofglass or Facebook or on www.friendsofglass.com/tastemap to stay up-to-date the #MapYourTaste campaign or share your results and whether you are surprised
• Enjoy the pure taste of your food and drink. Choose Glass

Source: Vetropack Holding AG/vetropack.cz