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Promotional measures

Promotion of EU farm products: the principles

The EU finances information and promotion campaigns about its farm products, manufactured foodstuffs and production methods both inside and outside the EU.

The European Commission allocates roughly €50 million annually in financial support for campaigns to promote farm products and inform consumers about how they were produced. The assistance is normally given to professional producer organisations, for example associations representing specific agricultural products, or associations promoting particular approaches to agriculture, such as organic farming.

Promotional campaigns highlight the quality, the nutritional value and the safety of EU farm products and food based on these products. They also draw attention to other intrinsic features and advantages of EU products, such as specific production methods, labelling, animal welfare and respect for the environment.

The campaigns can run inside the EU, or beyond its borders with the objective of opening up new markets for EU farmers. Between 2000 and 2012, 552 promotional programmes received EU co-financing and 27 Member States benefited from the measure.

Promotional activities can include advertising campaigns in the press, on television, on radio or on the Internet; point-of-sale promotions; public relations campaigns; participation in exhibitions and fairs, and a range of other activities.

EU financing can cover half of the cost of a campaign. The professional organisation behind the campaign must contribute at least 20 percent of the cost. National authorities can provide the remainder of the funding.

The EU contribution can be 60 percent for measures for the promotion of fruit and vegetables intended specifically for children in EU schools, as well as for those concerning information on responsible drinking patterns and harm linked to hazardous alcohol consumption.

Programmes should preferably be multiannual and extensive enough to have a significant impact on the targeted markets.

Priority is given to programmes proposed by organisations from several Member States, or providing for measures in several Member States or third countries.

Products cannot be promoted on the basis of their origin, unless they come from a specific area identified under EU rules, such as products that have been recognised through a scheme such as 'protected designation of origin' (PDO) or 'protected geographical indication' (PGI).

 

Which products?

The type of farm product or foodstuff that can be promoted varies depending on whether the campaign takes place inside or outside the EU.

Campaigns taking place within the EU can cover:

  • fresh fruit and vegetables
  • processed fruit and vegetables
  • fibre flax
  • live plants and ornamental horticulture products
  • olive oil and table olives
  • seed oils
  • milk and dairy products
  • fresh, chilled and frozen meat produced under EU or national quality schemes
  • Marking of eggs for human consumption
  • honey and beekeeping products
  • wines with a protected designation of origin or a protected geographical indication, wines with an indication of the wine grape variety
  • the graphic symbol for the outermost regions
  • products covered by the schemes for protected designations of origin (PDO), protected geographical indications (PGI), traditional specialties guaranteed (TSG) or optional quality terms in accordance with Regulation (EU) No 1151/2012 български (bg)czech (cs)dansk (da)Deutsch (de)eesti (et)ελληνικά (el)español (es)Français (fr)Gaeilge (ga)hrvatski (bg)italiano (it)latviešu (lv)lietuvių (lt)magyar (hu)Malti (mt)Nederlands (nl)polski (pl)português (pt)română (ro)slovenčina (sk)slovenščina (sl)suomi (fi)svenska (sv)
  • organic farming and organic products
  • sheep meat.


Campaigns taking place outside the EU can cover:

  • fresh, chilled and frozen beef, veal and pigmeat, food preparations based on these products
  • sheep meat
  • milk products
  • olive oil and table olives
  • wines with a protected designation of origin or a protected geographical indication, wines with an indication of the wine grape variety
  • spirits drinks with a protected geographical indication
  • fresh and processed fruit and vegetables
  • products processed from cereals and rice
  • fibre flax
  • live plants and ornamental horticulture products
  • products covered by the schemes for protected designations of origin (PDO), protected geographical indications (PGI) or traditional specialties guaranteed (TSG) in accordance with Regulation (EU) No 1151/2012 български (bg)czech (cs)dansk (da)Deutsch (de)eesti (et)ελληνικά (el)español (es)Français (fr)Gaeilge (ga)hrvatski (bg)italiano (it)latviešu (lv)lietuvių (lt)magyar (hu)Malti (mt)Nederlands (nl)polski (pl)português (pt)română (ro)slovenčina (sk)slovenščina (sl)suomi (fi)svenska (sv)
  • organic farming and organic products

 

 

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