Premium European Products Make Their Return to MIFB Malaysia

Kuala Lumpur, Malaysia - 17 June 2026, Wednesday - For Immediate Release

From July 15 to 17, 2026, the “Premium European Products” campaign will feature at the Kuala Lumpur Convention Centre (KLCC) during the Malaysian International Food & Beverage Trade Fair (MIFB). The campaign is funded by the European Union. Due to a strong strategic partnership between Greece and Latvia, the exhibition pavilion will showcase an extensive range of premium, sustainably crafted ingredients. These products aim to meet rising demand in Malaysia’s food market.

Experience Greek PDO Products

 Highlighting Greece’s Protected Designation of Origin (PDO) products, the exhibition will showcase products entirely bound to their regional terroir, including PDO table olives from Konservolia Rovion and Stylida, premium PDO Cretan extra virgin olive oils from Kolymvari, Messara, Viannos, and Vorios Mylopotamos. Visitors will also discover more PDO Greek products, such as Graviera of Crete cheese, the renowned Corinthian raisins "Vostitsa," aromatic Masticha Chios resins and oil, and the prized Krokos Kozanis (Greek saffron) — together offering an authentic taste of Greece's rich culinary heritage to the Malaysian dishes through Mediterranean flavors and aromas.

Premium Latvian Craftsmanship Showcase

Showcasing Latvia's rich dairy heritage with premium dairy collection, high quality salty snacks, fine chocolate and confectionery, and handcrafted dried fruits. These products constitute a collection of value-added products that are produced under strict food safety and quality standards, offering Malaysian consumers authentic European flavors that complement their everyday culinary experiences, while ensuring the highest levels of quality, safety and sustainability.

The “Premium European Products” campaign to MIFB Malaysia arrives at a pivotal moment, as the market is currently driven by a growing, health-conscious urban population. The demand for authentic and high-quality products has risen steadily in Malaysia. As we know, there is a booming culture of cafés, artisanal bakeries, fine-dining restaurants, and exclusive wine-and-cheese bars; Malaysian consumers are keen to seek out creative menus and elevate their palates with premium ingredients.

The European Union stands as a primary trading partner for Malaysia. Local food manufacturing and foodservice industries look specifically to Europe for high-end raw materials and specialty ingredients that cannot be sourced locally. The “Premium European Products” return to MIFB 2026 isn't just about showcasing in the global exhibition; it is a strategic and collaborative step toward forging sustainable B2B partnerships. Striving to achieve our mission - delivering the strictest standards of European heritage and uncompromising food safety to Malaysia’s consumers. 

Event: Malaysian International Food & Beverages (MIFB) 2026

Dates: 15th – 17th July 2026

Location: Kuala Lumpur Convention Centre (KLCC)

Booth Location: Hall: 1, Stand: 1501

To schedule B2B matchmaking sessions or tasting appointments, visit the booth for more interesting information at MIFB 2026.

Notes to Editor

About Premium European Products:

The "Premium European Products" campaign is a promotional program co-funded by the European Union. It highlights the safety, traceability, and authentic flavours of European agri-food products, supporting their expansion into high-growth international markets like Malaysia.

For more information about the "Premium European Products" campaign, please visit  https://premiumeuropeanproducts.eu/ or email us to info@premiumeuropeanproducts.eu.

Pages dedicated to this program can be found on Instagram, Facebook and YouTube, @premiumeuropeanproducts.

About National Union of Agricultural Cooperatives of Greece (ETHEAS)

Founded by Greece's leading cooperatives and established by Greek law, ETHEAS is the national coordinating body of Agricultural Cooperatives in Greece. With over 300 member cooperatives representing approximately 80% of Greece's total agricultural cooperative turnover, ETHEAS aims to foster rural and cooperative development, support and promote its members' activities domestically and internationally, provide expert opinions on cooperative movement agricultural production and sector development, supervise the dissemination and promotion of cooperative ideas, and serve and educate its members through studies, research projects, and assignments.

About Latvian Dairy Committee (LDC)

The Latvian Dairy Committee (LDC) was established in 1995, representing Latvian dairy processing sector and aims to protect its interests. It consists of 17 members processing approximately 80% of industrially produced milk in Latvia.