“Sustainable Oats from Europe” Campaign Strengthens Presence in Korea through Exhibition and B2B Networking

The Sustainable Oats from Europe campaign, co-funded by the European Union, participated in SEOUL FOOD 2026, held from 9–12 June at KINTEX, South Korea, showcasing the quality, versatility, and sustainability of European oats to the Korean market.

European Oats showcase quality and innovation at SEOUL FOOD 2026

Under the campaign message, “From European Excellence Comes a World of Choice. One Grain. Endless Possibilities.”, leading oat producers and processors from Finland and Sweden presented a diverse portfolio of oat-based ingredients and products to Korean food industry professionals.
The exhibition featured a wide range of European oat products, including oat flakes, steel-cut oats, oat bran, oat flour, oat protein, and oat rice—an innovative ingredient with a rice-like appearance and texture. Together, these products demonstrated the versatility and functionality of oats across a broad spectrum of food applications.
Throughout the four-day exhibition, the booth welcomed food manufacturers, importers, distributors, bakery and confectionery professionals, HORECA operators, and media representatives, offering opportunities to explore the quality, nutritional benefits, and sustainability credentials of European oats.

Industry leaders gather at Sustainable Oats from Europe B2B Seminar & Networking

On 10 June, the campaign hosted a dedicated B2B Seminar & Networking Lunch attended by professionals in the food and drink industry and media. Presentations introduced the strengths of European oats, covering sustainable production, product innovation, and opportunities for future business collaboration in the Korean market.

In his welcome remarks, H.E. Jyri Järviaho, Ambassador of Finland to the Republic of Korea, highlighted the long-standing role of oats in Nordic food culture and their growing importance in supporting healthier and more sustainable diets. He said “Oats have been part of the Nordic way of life for centuries and remain a cherished
staple in Finland and Sweden today. Healthy, safe, sustainable, and delicious, Nordic oats offer a compelling example of how traditional foods can contribute to the future of global food systems. We hope Korean consumers and food industry professionals will continue to discover the many possibilities that European oats can bring.”

H.E. Karl-Olof Andersson, Ambassador of Sweden to the Republic of Korea, emphasized the unique natural conditions that underpin the exceptional quality of European oats from Finland and Sweden. “The Nordic climate, with its cool temperatures, long summer daylight hours, and clean growing conditions, creates ideal conditions for cultivating high-quality oats in Sweden and Finland. These natural advantages, combined with generations of expertise and a strong commitment to sustainability, make European oats a trusted ingredient for food manufacturers around the world.”

Following the seminar, guests enjoyed a six-course networking lunch showcasing the versatility of oats through a variety of culinary applications. The menu featured Mozzarella
and Tomato Salad with Oat Basil Pesto, Pumpkin Soup with Oat Cream, King Prawn with Oat Risotto, Endive Salad with Oat Cream Cheese, Beef Tenderloin Steak with Oat Mash, and Mango Oat Mousse with Oat Crumble. The exhibition and networking event generated strong interest among Korean buyers and food manufacturers, leading to numerous discussions on product development, ingredient sourcing, and future business partnerships.

“We are delighted to showcase European oats in Korea through this unique collaboration between Finland and Sweden. Through SEOUL FOOD 2026 and our B2B Seminar &
Networking Lunch, we are bringing together producers, industry leaders, and stakeholders to strengthen connections, exchange ideas, and create new opportunities for cooperation between Sweden, Finland, and Korea,” said Ellen Anker-Kofoed, Project Coordinator of Lantbrukarnas Riksförbund (LRF)

“The campaign highlights the quality, sustainability, and innovation of European oat producers while demonstrating how European oats can contribute to healthier diets and more sustainable food systems worldwide,” she added.

What Makes European Oats Special?

European oats are recognised worldwide for their versatility and naturally beneficial nutritional profile. Produced under strict European Union food safety, quality, and sustainability standards, they provide food manufacturers and consumers with a reliable ingredient suitable for a wide range of applications, from breakfast products and bakery items to dairy alternatives and functional foods.

European oats from Finland and Sweden are cultivated in some of the world’s northernmost farming regions, where long summer days, short growing seasons, and pure, cool climates help produce grains of exceptional quality. The European Oats Consortium and its member companies combine centuries of oat-growing tradition with world-leading technical expertise, continuously advancing quality, innovation, and sustainable production practices. They are particularly well suited to South Korean consumers, who are increasingly seeking foods that are healthy, convenient, and functional, while also reflecting values of quality and sustainability. European oats offer a nutritious and versatile solution that meets these evolving consumer needs while showcasing the expertise and innovation of the Europe.

For more information about the Sustainable Oats from Europe campaign, please visit:
Website: https://european-oats.com/ko/home-ko/
Instagram: https://www.instagram.com/europeanoats_kr/

Under the co-funding initiative of the European Union and the “Enjoy, it’s from Europe” programme, the Sustainable Oats from Europe campaign will continue to strengthen
cooperation with the Korean market and promote the value of safe, high-quality, and sustainable European oats among food industry professionals and consumers alike.

＜About European Oats Consortium＞

The European Oats Consortium is an organization formed through collaboration with two major oat producers and manufacturers: Ruokatieto (Finland) and the Federation of Swedish Farmers (Lantbrukarnas Riksförbund, LRF). Its mission is to jointly promote the exceptional quality, sustainability, and international appeal of the sustainable oats grown in Finland and Sweden.

＜About Ruokatieto Yhdistys (Finland)＞

Ruokatieto is an association that promotes Finnish food culture, sustainable agriculture, and excellence in the food industry through education, research, and public relations activities.

＜About Lantbrukarnas Riksförbund (LRF) (Sweden)＞

The Federation of Swedish Farmers (LRF) represents Swedish farmers, forest owners, agricultural cooperatives, and forestry cooperatives. LRF aims to improve the business environment for its members and contribute to a more sustainable world and the production of high-quality food.

<Participating companies>

Lantmännen, Fazer Mills, Helsinki Mills, Berte Qvarn, and 65 Oats

PRESS IMAGES

Participants attend the Sustainable Oats from Europe B2B Seminar & Networking Lunch in Seoul. Korean food manufacturers, importers, distributors, industry experts, and media representatives gathered to learn about the European oat sector and explore business opportunities.

H.E. Jyri Järviaho, Ambassador of Finland to the Republic of Korea, addresses guests at the Sustainable Oats from Europe B2B Seminar. He emphasized the long-standing role of oats in Nordic food culture and their contribution to healthier and more sustainable diets.

H.E. Karl-Olof Andersson, Ambassador of Sweden to the Republic of Korea, delivers welcome remarks at the Sustainable Oats from Europe B2B Seminar. He highlighted how the Nordic climate and sustainable production practices contribute to the exceptional quality of European oats.

Following the seminar, guests enjoyed a six-course networking lunch showcasing the versatility of oats through a variety of culinary applications.