Sustainable and high-quality food, EU allocates 132 million

With 132 million euros, the European Commission has decided to promote sustainable and high-quality agri-food products from the European Union and launch them on the world market.

The Promotion Policy Work Programme for 2025 adopted by the Commission is designed to develop new market opportunities for EU farmers and the food industry, as well as to help them secure their existing businesses.

The priority objectives are sustainability, competitiveness and food security , as outlined last July in the document Political Guidelines for the next European Commission 2024-2029 by Ursula von der Leyen.

The reference markets for sustainable agri-food products

The support of Made in EU is not new. Over the past ten years, the European Commission has co-financed more than 600 promotional campaigns with the slogan “Enjoy, it's from Europe” to support EU agri-food products both within the EU and in the rest of the world.

The amounts for the programs to be selected for 2025 are distributed as follows:

• 63.4 million euros for promotion in third countries
• 58.6 million euros for the European Union internal market.

The Commission has identified the main target markets for agri-food exports : China, Japan, South Korea, Singapore, North America. In addition, the United Kingdom remains one of the main destination markets for EU agri-food products with a share of over 20%.

Budget breakdown and promotion campaigns

In particular, the budget allocated to the EU internal market is divided as follows:

• €17.1 million for campaigns targeting the internal market will include information and promotion measures mainly related to quality products such as Protected Designation of Origin (PDO), Protected Geographical Indication (PGI) and Traditional Specialities Guaranteed (TSG). Over 3,500 names of agri-food products and drinks are currently protected.
• €28.8 million is earmarked for programmes to increase awareness and recognition of organic and sustainable products, including with stricter animal welfare standards.
• €12.7 million is earmarked to stimulate the consumption of fresh fruit and vegetables in the context of balanced diets.

The European Commission will also launch promotion and information campaigns in third countries , participation in up to five major international agri-food fairs , the organisation of high-level missions with business delegations in third countries and the development of market entry manuals for exporters.

Information for participating

On 22 January 2025, the European Research Executive Agency (REA) will publish two calls for proposals, one for “simple” programmes (with one or more organisations from the same EU country) and one for “multiple” programmes (with at least two organisations from at least two Member States or from one or more organisations at European level).

Operators such as trade and producer organisations and agri-food groups responsible for promotional activities can apply for funding and submit their proposals.
There are three months to submit applications.

A map of all promotion and information campaigns and an eligibility check are available on the Enjoy, It's from Europe portal.
An information day will be held in Brussels and online on 29 and 30 January 2025, where information on funding opportunities and application rules will be provided. (Source: https://www.rinnovabili.it/ )