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.
Promotion policy rules set out how EU funding – rising from €133 million in 2017 to €188.5 million in 2018 and €200 million in 2019 – can be used for information and promotion initiatives in EU member states and countries outside the EU.
There are two kinds of promotion actions:
- 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, participation in fairs and communication campaigns to promote EU farm products
How does it work?
The European Commission defines the strategic priorities for promoting EU farm products and funding criteria in a yearly 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
However, following a call for proposals, it is up to the European Commission to select so-called simple programmes (those that involve one or more organisations from the same EU country). These programmes are managed by the national authority in the relevant EU country.
Annual work programme
The EU has set aside €133 million for co-financing promotion programmes in 2017. An additional €9.5 million is available for promotion actions directly managed by the Commission (e.g. EU pavilions at fairs in third countries, diplomatic offensives by the Commissioner).
Priorities for 2017 include promoting:
- products with EU quality logos
- products from Europe's outermost regions
- organic production
Funding is also available to support sectors hit by market difficulties, such as dairy, beef and pig meat, while an extra €4.5 million is set aside to help the food and farming sector cope with any unexpected crises.
A new element for 2017 is €15 million that has been set aside to fund promotion programmes that increase awareness of sustainable agriculture and the role of agriculture in the EU's climate action.
2017 working programme
2016 working programme
Visual identity for EU promotion campaigns
All beneficiaries of EU promotion funding are obliged to use the same visual identity, Enjoy! It's from Europe.