Promotion campaigns about EU farm products are designed to open up new market opportunities for EU farmers and the wider food industry, as well as helping them build their existing business.
There are two kinds of promotion action:
- those run by European trade or inter-trade associations and co-financed by the EU;
- those run directly by the EU itself, such as diplomatic offensives by the Commissioner in non-EU countries to develop agri-food trade, or participation in fairs and communication campaigns to promote EU farm products.
Promotion policy rules set out how EU funding can be used for information and promotion initiatives in EU member states and countries outside the EU.
Annual work programme
The European Commission will allocate €200.9 million in 2020 to fund promotion activities for EU agri-food products at home and abroad, compared to €191 million 2019.
The 2020 work programme focuses on campaigns aimed at non-EU countries with the highest potential for growth such as Canada, China, Japan, Mexico and the United States. Eligible sectors include dairy and cheese, olive oil and wines.
Within the EU, the European Commission will co-finance campaigns designed to promote the different EU quality schemes and labels (organic, protected designation of origin PDO, protected geographical indication PGI, traditional speciality guaranteed TSG, product of EU's outermost regions).
Promotion campaigns in practice
The European Commission defines the strategic priorities for promoting EU farm products and the funding criteria in an annual work programme outlining products and possible markets.
The Consumers, Health, Agriculture and Food Executive Agency (CHAFEA) puts this strategic policy into practice on behalf of the Commission.
It does this by:
- publishing calls for proposals and evaluating proposals;
- awarding grants and managing grant agreements for so-called multi programmes (that involve at least two organisations from at least two EU countries or one or more EU institutions);
- organising events and communication campaigns both inside and outside the EU.
The European Commission adopts a decision to select simple programmes based on the ranking of the proposals established by CHAFEA.
Simple programmes involve one or more organisations from the same EU country. They are managed by national administrations.
Interim report on promotion policy for agricultural products
The EU's interim report details the implementation of the promotion policy of agricultural products in the EU and in non-EU countries. Some specific objectives include increasing competitiveness and consumption of EU agricultural products, increasing awareness and recognition of EU quality schemes.
The report findings, deduced from the statistics on applications concerning promotion programmes, the participation in high level missions since 2016, and feedback from evaluation questionnaires, indicate that:
- there is a high interest in the reformed promotion policy;
- the evaluation procedures for promotion programmes are efficient regarding the submission, evaluation and implementation of the measures;
- stakeholders have expressed overall satisfaction with the reformed policy.
Since the reformed promotion policy can be evaluated only as from 2016, it is considered premature at this stage to propose amendments. Full details are available on the report