Alongside the trade fair showcase, Premium European Products hosted for third year Business-to-Business (B2B) Dinners, bringing together stakeholders, importers and retailers for business matching, market insights and discussions on the growing demand for premium European products. Held ahead of Malaysia’s National Day period, the event also created timely opportunities for restaurants, cafés, hotels and foodservice operators to explore how Premium European Products can be incorporated into locally inspired menus. Throughout the three-day showcase at MIFB and B2B dinners, visitors and guests had the opportunity to discover a curated selection of premium Greek and Latvian products. This time round, Premium European Products joined the International Food & Beverage Trade Fair (MIFB) 2026, held from 15–17 July 2026. The successful return of Premium European Products for its third consecutive year reflects growing interest in premium European products and the continued value of business exchange between Greece, Latvia and Malaysia.