With 28 Member States, the European Union (EU) enjoys diversity of cultures, traditions, environment and climate. This has resulted in a unique range of produce spanning across all food groups, figuring high in Europe's trade balance. EU promotion policy supports producers to sell their products in an increasingly competitive world, ensuring jobs and growth within Europe.
For the 12-month period, April 2015 to March 2016, EU agri-food exports reached a value of almost €129 billion, meaning an increase by 2,8%. Promotion campaigns on EU farm products run by EU organisations and co-financed by the EU, but also the EU's own promotion campaigns, such as "Tastes of Europe", aim to open new and consolidate market opportunities for EU farmers and the food industry.
In order to ensure a common visual identity with the EUs own promotion campaigns, beneficiaries of EU promotion funding have to use the signature "Enjoy! It's from Europe".
Laid down in Regulation (EU) No 1144/2014, the EU promotion policy provides aid to information and promotion initiatives in EU and third countries reaching €200 million in 2019.
Read more in a synoptic presentation – the new EU promotion policy and an infographic on life cycle of programmes for the promotion of EU agricultural products.
In a nutshell, the European Commission:
- defines strategic priorities for promoting EU farm products and funding criteria in a yearly work programme, outlining products (such as dairy and pig meat sector) and possible markets (such as China);
- selects beneficiaries following calls for proposals.
"Tastes of Europe" campaign as part of a diplomatic offensive
At a time of major challenges on EU agricultural markets, diversification of export markets for European products becomes a must.
In order to facilitate exports to third countries with rising demand, Phil Hogan, Commissioner for Agriculture and Rural Development, started a series of high-level missions with the participation of representatives of the European agri-food sector.