EU earmarks €185.9 million for promotion of agri-food products

The program focuses on the promotion of organic, sustainable and animal welfare-friendly products
calendar icon 18 December 2021
clock icon 4 minute read

The promotion policy will co-fund campaigns in line with the European Green Deal ambitions, supporting objectives from the Farm to Fork strategy, Europe's beating cancer plan, the EU organic action plan and the Communication on the European citizens' initiative ‘End the cage age'.

Campaigns should inform EU and global consumers about organic farming, EU sustainable agriculture and the contribution of the agri-food sector towards climate action and the environment. Inside the EU, campaigns will also promote healthy eating and balanced diets by increasing the consumption of fresh fruit and vegetables.

Furthermore, to increase coherence with Europe's Beating cancer plan, the campaigns' visual promotion material will have to refer to the Food Based Dietary Guidelines of the targeted EU country.

Another focus of the campaigns will be to highlight the high safety and quality standards, as well as the diversity and traditional aspects of EU agri-food products. This includes the promotion of EU quality schemes such as geographical indications in the EU.

Finally, regarding campaigns outside the EU, priorities are set on markets with high-growth potential, such as Japan, South Korea, Canada and Mexico. The selected campaigns are expected to enhance the competitiveness and consumption of EU agri-food products, raise their profile and increase their market share in these targeted countries.

The promotion policy will co-fund campaigns in line with the European Green Deal ambitions, supporting objectives from the Farm to Fork strategy, Europe's beating cancer plan, the EU organic action plan and the Communication on the European citizens' initiative ‘End the cage age'.

Campaigns should inform EU and global consumers about organic farming, EU sustainable agriculture and the contribution of the agri-food sector towards climate action and the environment. Inside the EU, campaigns will also promote healthy eating and balanced diets by increasing the consumption of fresh fruit and vegetables.

Furthermore, to increase coherence with Europe's Beating cancer plan, the campaigns' visual promotion material will have to refer to the Food Based Dietary Guidelines of the targeted EU country.

Another focus of the campaigns will be to highlight the high safety and quality standards, as well as the diversity and traditional aspects of EU agri-food products. This includes the promotion of EU quality schemes such as geographical indications in the EU.

Finally, regarding campaigns outside the EU, priorities are set on markets with high-growth potential, such as Japan, South Korea, Canada and Mexico. The selected campaigns are expected to enhance the competitiveness and consumption of EU agri-food products, raise their profile and increase their market share in these targeted countries.

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