The EU helps the sector's professionals to finance information and promotion campaigns. By explaining to consumers and importers the standards and the quality of EU agri-food products, EU promotion programmes can help European producers in an increasingly competitive world.
A promotion programme is a coherent set of operations which 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. It can be a B2B campaign or B2C campaign. It shall be implemented over a period of at least one year but no more than three years.
A promotion programme shall aim to:
- highlight the specific features of agricultural production methods in the Union, particularly in terms of food safety, traceability, authenticity, labelling, nutritional and health aspects, animal welfare, respect for the environment and sustainability, and the characteristics of agricultural and food products, particularly in terms of their quality, taste, diversity or traditions;
- raise awareness of the authenticity of European protected designations of origin, protected geographical indication and traditional specialities guaranteed.