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
Following a call for proposals 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.
Annual work programme
A total of €191 million will be available for promotion programmes selected for EU co-financing in 2019, compared to €179 million in 2018.
The 2019 work programme focuses on campaigns aimed at non-EU countries with the highest potential of growth such as Canada, Japan, Mexico and Korea. Within the EU itself, the EU will essentially 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).
2019 work programme
Previous work programmes
Annual Work Programme for 2018
Annual Work Programme for 2017
Annual Work Programme for 2016
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.