The European Commission has earmarked €200 million in 2020 to fund promotional activities for the agri-food products both inside and out of the European Union.

According to the Commission, Brussels’ policy for promoting agri-food products is designed to help the sector take advantage of an expanding and increasingly dynamic global market while raising quality awareness and help producers prepare for potential market disturbances.

“Europe’s reputation in the world for agri-food products is unparalleled. The EU is not the world’s top agri-food exporter by accident. Our promotion policy, with an ever-increased budget, supports EU producers by making their products better known both in the EU and outside…The trade agreements that are 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,” said Agriculture and Rural Development Commissioner Phil Hogan.

In 2020, more than half of the total budget (€118 million) will be distributed to campaigns targeting markets outside the EU which have high-growth potential, including Canada, China, Japan, Korea, Mexico, and the United States. Eligible sectors include dairy and cheese, table olives and olive oil and wines. Aim of the campaigns is the enhancement of competitiveness and consumption of EU agri-food products, the exaltation of their profile and the increase of their market share in the targeted countries.

The campaigns will also provide information to both EU and global consumers regarding various European quality schemes and labels and highlight the bloc’s high safety and quality standards, as well as the diversity and traditional aspects of European food products.

Within the EU, the campaigns will focus on the promotion of healthy nutrition and balanced diets, as well as the consumption of fresh fruits and vegetables.

A wide range of bodies, from trade organisations to the agri-food groups that are responsible for promotion activities, will have an opportunity to apply for funding and submit proposals that will be published in January 2020.