EU agricultural promotion measures

17-06-2016

In light of the challenges currently facing the agriculture sector in the EU, an effective promotion policy becomes an important instrument in helping European agriculture to compete on world markets. Given the contribution the agri-food sector makes to total EU exports, it is essential for it to improve its competitiveness and market share. To support this objective, a new promotion policy for EU agricultural products has been developed, applicable since 1 December 2015. Based on a new Regulation, the policy introduces significant changes to the EU's information provision and promotion measures. These include an increased annual budget of up to €200 million by 2019, a greater focus on third countries; simplification, an expansion in the scope of measures to allow labelling to specify the origin of products and their brands under certain conditions, easier management of multi-country programmes and an expansion in the scope of eligible products and eligible beneficiaries. The key elements of the new policy are presented alongside details of the main administration and delivery mechanisms including its work programme for 2016. The latter sets out the priorities accorded to promotion activities for both the internal market and for those third countries where there is the highest potential for growth. The first calls for proposals under the new rules closed at the end of April 2016. Though it is too soon to examine the outcome of the 2016 call, it is possible to provide evidence on the potential impact that might be expected from agricultural information and promotion programmes.

In light of the challenges currently facing the agriculture sector in the EU, an effective promotion policy becomes an important instrument in helping European agriculture to compete on world markets. Given the contribution the agri-food sector makes to total EU exports, it is essential for it to improve its competitiveness and market share. To support this objective, a new promotion policy for EU agricultural products has been developed, applicable since 1 December 2015. Based on a new Regulation, the policy introduces significant changes to the EU's information provision and promotion measures. These include an increased annual budget of up to €200 million by 2019, a greater focus on third countries; simplification, an expansion in the scope of measures to allow labelling to specify the origin of products and their brands under certain conditions, easier management of multi-country programmes and an expansion in the scope of eligible products and eligible beneficiaries. The key elements of the new policy are presented alongside details of the main administration and delivery mechanisms including its work programme for 2016. The latter sets out the priorities accorded to promotion activities for both the internal market and for those third countries where there is the highest potential for growth. The first calls for proposals under the new rules closed at the end of April 2016. Though it is too soon to examine the outcome of the 2016 call, it is possible to provide evidence on the potential impact that might be expected from agricultural information and promotion programmes.