The 2019 programmes for the promotion of EU agri-food products will focus primarily on markets outside the EU with the highest potential for growth.

The European Commission adopted the 2019 promotion policy work programme on 14 November, with €191.6 million to be made available for programmes selected for EU co-financing – an increase of €12.5 million compared with 2018. €89 million will be allocated to campaigns in high growth countries such as Canada, China, Colombia, Japan, Korea, Mexico, and the United States. Some of the money will be earmarked to the promotion of specific products, like table olives.

“Europe is the world’s top producer of quality food and drink. I am happy to say that, with an even greater emphasis on promotion efforts in 2019, we will increase awareness of this fact both in the EU and in third countries with high growth potential, to the benefit of our farmers and agrifood producers. Our increasing number of trade agreements means more opportunities for our producers to tap into and the Commission stands fully behind them to support them in the promotion and export of their products,” said Commissioner for Agriculture and Rural Development Phil Hogan.

Within the EU itself, the focus is on campaigns that promote the different EU quality schemes and labels, including protected designation of origins (PDOs), protected geographical indications (PGIs) and traditional specialty guaranteed (TSGs), as well as organic products. In addition, a share of the funding is targeted at certain specific sectors, like sustainably produced rice, and fruit and vegetables. The latter was specifically selected to promote healthy eating amongst EU consumers.

The calls for proposals for specific campaigns will be published in January 2019. They will be open to a wide range of bodies, such as trade organisations, producer organisations and agri-food groups responsible for promotion activities.