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 €142.5 million in 2017 to €188.5 million in 2018 and €200 million in 2020 – 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
A total of €179 million will be available for promotion programmes selected for EU co-financing in 2018, compared to €142 million in 2017.
The 2018 work programme will focus on individual campaigns aimed at non-EU countries with the highest potential of growth. Within the EU itself, the EU will essentially on co-finance campaigns designed to inform consumers about the various 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).
2018 work programme
Visual identity for EU promotion campaign
All beneficiaries of EU promotion funding are obliged to use the same visual identity, Enjoy! It's from Europe.