Similar to 2021, next year's promotion policy work program focuses on products and agricultural practices that support the European Green Deal objective. According to a Commission press release that includes EU organic products, fruit and vegetables, sustainable agriculture and animal welfare.

“The promotion of European agri-food products quality and safety, in the EU and worldwide, is an important dimension of the Commission's support to farmers and producers," said Agriculture Commissioner Janusz Wojciechowski. "Our promotion policy plays a key role in the transition towards sustainable food systems. Our aim is to increase awareness of organic farming and more sustainable agricultural practices, coupled with the promotion of fresh fruits and vegetables, essential for healthy eating and balanced diets. Demand for these products needs to grow if we want more producers to join the green transition.”

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.