Ultimately, serving communities means truly understanding their needs, expectations, and concerns \u2013 and placing them at the center of how we operate. That\u2019s why we work closely with customers and partners to innovate in ways that reflect everyday realities, local differences, and evolving tastes and preferences. At the heart of our innovation in Europe is our R&D Center in Brussels, which for 25 years has been turning transformative ideas into products and solutions that reach more than 2 billion consumers across Europe, the Middle East, and Africa.<\/p>\n
But to advance on our innovation promise, we need decision-makers at both the EU and national level to foster an enabling policy environment. This includes building public understanding and trust in innovation \u2013 including food science and technology \u2013 through active countering of misinformation, challenging confusing concepts such as \u2018Ultra Processed Food\u2019, and safeguarding of science-based policymaking. It should also look to strengthen the resilience and competitiveness of the food & beverage industry by supporting investments in areas such as circular economy or sustainable agriculture \u2013 not undermining them with discriminatory taxation that add to consumers food bills and thwart the sector\u2019s positive impact across the entire value chain, from producers and suppliers to retailers and the local economies they support. Finally, there is a clear opportunity for policymakers to ensure legislation is future proof through collaborative policy development involving all stakeholders, ensuring real-world operational realities are captured.<\/p>\n
We will continue to innovate and invest, supporting Europe\u2019s resilience and prosperity, one community at a time. From the corner stores in Great Britain like Bay\u2019s, to the neighbourhood restaurants in Germany, and the local caf\u00e9s in Romania, we will stay present in the everyday places at the heart of European life. And as the next chapter unfolds, our ambition is to keep creating shared value through growth and innovation \u2013 so that a century from now, we\u2019ll still be telling stories together with the communities we serve.<\/p>\n
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