Glasgow is set to host a free masterclass focused on Europe’s overlooked cheese traditions, offering food industry professionals a chance to explore varieties that rarely appear on British counters. The event, titled ‘European Cheese Masterclass: Under the Radar – An Exploration of Lesser-Known EU Cheeses’, will take place at the city’s Trades Hall on 9 July 2026, running from noon until 2 p.m. in the elegant and historically significant Robert Adam Room.
Cheese expert Patrick McGuigan, a renowned writer and educator in the cheese world, will lead the two-hour session. With his wealth of knowledge and passion for cheese, McGuigan will guide attendees through a carefully curated selection of eight specialist cheeses, each representing different regions across the European Union. These cheeses are expected to carry some form of protected status, such as Protected Designation of Origin (PDO) or Protected Geographical Indication (PGI) designation. This certification ensures that the production of these cheeses follows specific traditional methods tied to a particular geographic area, preserving Europe’s rich culinary heritage.
Spotlighting Hidden Gems
The masterclass is tailored towards professionals who sell or serve cheese, including retailers, cheesemongers, wholesalers, distributors, and foodservice operators. Many of these unique, high-quality European cheeses remain relatively unknown in the UK despite their distinctive provenance, diverse flavour profiles, and the traditional techniques used to produce them. By bringing these cheeses into the limelight, the event aims to support a greater appreciation for Europe’s rich cheese heritage and its role in promoting sustainable, authentic food production.
Throughout the masterclass, attendees will have the opportunity to taste these exceptional cheeses while learning about the unique terroir, farming practices, and cheesemaking methods that set each one apart. The session will also look into the practical aspects of integrating these niche cheeses into existing product ranges. McGuigan will explain how these cheeses can appeal to customers seeking something beyond the usual offerings, offering a point of difference for speciality retailers.
Related: Taj Foods Redefines Frozen Food at IFE 2026
In addition to the cheese tastings, McGuigan will explore pairing opportunities with complementary European food and drink products. Attendees will discover how cross-selling techniques, serving suggestions, and creative recipe ideas can help drive customer engagement and boost sales. By equipping participants with these practical tools, the masterclass aims to have a tangible impact on attendees’ businesses.
Part of a Wider Campaign
The European Cheese Masterclass forms part of the broader ‘More Than Only Food & Drink’ campaign. This initiative promotes the quality, authenticity, and sustainability credentials of EU agri-food products, encouraging consumers and industry professionals alike to appreciate the stories and traditions behind these products. Through attending the masterclass, participants will gain a basic understanding of how the EU’s quality schemes, such as PDO and PGI, work. They will also learn about the key role these schemes play in safeguarding regional food heritage and promoting high production standards.
Those wishing to attend the European Cheese Masterclass can request a place by contacting vickie@northpr.co.uk. The event is free to join, but it is essential to note that capacity may be limited to ensure an intimate and engaging learning environment. By attending, industry professionals can expand their cheese knowledge, explore new business opportunities, and contribute to the preservation and promotion of Europe’s diverse cheese traditions.
