The European Commission has announced a new initiative worth €200.9 million, which will be used in 2020 to fund promotion activities for EU agri-food products in and outside the EU.
The 2020 promotion policy programme has been designed to help the agri-food product sector take advantage of the expanding global market, as well as raise awareness on quality schemes including organic produce and help producers that are affected by market disturbances.
Eligible sectors within the policy include dairy, cheese, table olives, olive oil and wines.
According to the European Commission, €118 million will go towards campaigns pursuing markets outside the EU with high-growth potential, including Canada, China, Japan, Korea, Mexico and the United States.
The selected campaigns are intended to enhance the competitiveness and consumption of EU agri-food products, raise their profile and increase their market share in these countries.
Meanwhile in the EU, the focus will be on promoting healthy eating and increasing the consumption of fresh fruit and vegetables.
As outlined in the programme, campaigns will inform EU and global consumers of the various EU quality schemes and labels such as geographical indications or organic products. Campaigns will also highlight the high safety and quality standards of EU agri-food products.
The European Commission has said that €100 million will be allocated to simple programmes, while €91.4 million will go towards multi-programmes.
Agriculture and rural development commissioner Phil Hogan said: “Our promotion policy with an ever-increased budget supports EU producers in making their products known both in the EU and outside but also in facing market difficulties by raising more awareness on their produce.
“The trade agreements in place also create the conditions to increase their exports to high-growing markets. The recent conclusion of the EU-China bilateral agreement on geographical indications is yet another example of the commission’s work to create opportunities for producers and high-quality EU products.”
A wide range of bodies, including trade organisations, producer organisations and agri-food groups responsible for promotion activities are eligible to apply for funding and submit their proposals.
© FoodBev Media Ltd 2020
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