Global taste experts joined Friends of Glass at EXPO Milano

EXPO Milano, Monday 1st May, 2015: Consumer movement Friends of Glass used Europe’s major 2015 food event, Expo Milano - attended by millions of people throughout the year - to persuade European consumers that their favourite food and drink will taste better in glass.

They were joined at the event by famous foodies to launch a special display, which will tour European cities during the year and encourage thousands of people to participate in a quiz to Map the Taste of Europe.

The #MapYourTaste campaign is based on a fun online quiz that will help Friends of Glass create what they believe will be the most comprehensive outline of the diverse tastes of food and drink found across Europe. The results will be revealed online at The Tour d’Europe launch event in Milan featured a bespoke cooking session with well-known Italian chef, Stefania Corrado, followed by a unique wine and beer tasting session hosted by Andreas Larsson, Best Wine Sommelier of the World 2007, and Jane Peyton, UK Beer Sommelier of the Year 2014-2015. Prof. Antonello Santini, member of the European Food Safety Authority EFSA, closed the event by placing a spotlight on why Glass is the ultimate option to preserve taste and quality, while also underlining its benefits to consumers’ health.


Speaking on behalf of the Friends of Glass community, Vitaliano Torno, President of FEVE, the European Federation of Glass Packaging Manufacturers said: “Our presence at EXPO Milano shows that glass with its ageless values is a perfect fit with the Expo theme: Feeding the planet and energy for life.”

Speaking about the Tour d’Europe and #MapYourTaste campaign, taste expert Andreas Larsson said: “EXPO Milano is a fascinating global event, so when it comes to mapping the Taste of Europe, it’s the best place to capture such input.”

The #MapYourTaste campaign will continue its Tour d’Europe during 2015; the next stop is at the Salon de la Revue du Vin de France on 5 June and Taste of London on 17-21 June. #MapYourTaste will also visit other European cities including Hamburg, Munich and Madrid.

For more information on the #MapYourTaste campaign, please contact:

Michael Delle Selve, Senior Communications Manager, FEVE, ,+32 (0)2 5360080

Christian Prior, Weber Shandwick Brussels, +322899013, OR Liz Svilane, Weber Shandwick Brussels, +32 2 894 90 14,

Editor’s Notes: How to take part and #MapYourTaste

Go to 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 to stay up-to-date the #MapYourTaste campaign

Enjoy the pure taste of your food and drink. Choose glass


About Friends of Glass:

Friends of Glass is an influential European consumer forum that supports and promotes the right of consumers everywhere to choose food and drink products in glass packaging. It unites all those who believe glass is the clear choice for taste preservation, personal health and the environment. Friends of Glass was initiated in 2009 by the European Container Glass Federation (FEVE) in response to a pan-European survey, commissioned by FEVE in September 2008, in conjunction with the research agency, InSites; which found that 74% of European consumers prefer glass packaging for their food and drinks. Today, this figure has increased to 87%.


Defining Taste via the Friends of Glass Taste Map:

Salty, sweet, bland, sour or bitter are five taste categories that are generally agreed as the core parameters to define taste. Spicy and cool tastes can be added to broaden the spectrum. Friends of Glass has created a foundation taste map with global taste experts - this map will act as the basis for the campaign which will be further elaborated on as consumers contribute their own preferred taste.


About Glass Packaging:

An increasing number of Europeans surveyed (87% in 2014 compared to 74% of those surveyed in 2010) recommend glass as their number one packaging choice for food or beverages. This clearly demonstrates consumers trust glass as one of the most pure and inert materials. Glass is made of natural ingredients, is inert, and has no chemical layers. This also means that it doesn’t alter the taste of your food and drinks, and protects the taste and quality of the contents within – which means that glass packaging can also help reduce food waste by extending shelf life. Scientists have also conducted extensive research on the health and safety benefits of glass packaging.


About FEVE:

FEVE, the European Container Glass Federation, is the association of European manufacturers of glass packaging containers and machine-made glass tableware. The federation represents the glass container industry at an international and European level, serving as a forum for examining common questions. FEVE maintains a dialogue with the European institutions and agencies on environmental, trade and other important issues relevant to the industry. The federation promotes glass packaging and glass recycling, complementing the activities of the glass industry at a national level.