The European Commission has had a promotion policy in place for many years. Determined to maintain competitiveness while meeting the sector’s needs both within European and global markets, the Commission revised the framework in 2014.
Main changes of the reformed policy
Regulation (EU) 1144/2014 introduces changes in many areas, from the scope of measures to the amount of funding available.
A significant increase in the aid allocated to information and promotion initiatives on internal market and in third countries reaching €200 million in 2019
The establishment of an EU promotion strategy, to better target promotion measures and increase the number of programmes aiming in particular at third countries
Widening the scope of measures:
1) These measures will be able to cover a larger selection of agricultural products as well as food products (e.g. chocolate) with certain flexibility to mention brands and origin of products.
2) Extending eligible beneficiaries to include producer organisations and EU-level organisations
The end of national co-financing which has led to distortions of competition due to diverging financing rates, now compensated by significantly higher EU co-financing rates in comparison to the current regime
Simplifying administrative procedures, with selection henceforth taking place in one phase at the Commission and elimination of the pre-selection phase at the level of member states
Facilitating management of multi programmes via a one-stop shop at the Commission (executive agency) to facilitate the implementation and expand such programmes offering high European added value.
- Guidance on the application of the competitive procedure for the selection of implementing bodies in case of simple programmes.