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The EU strategy to promote agro-produce in Europe

Eugene Eteris, European Studies Faculty, RSU, Riga, 04.04.2012.Print version
The European Commission has adopted a Communication entitled 'Promotion measures and information provision for agricultural products: a reinforced value added strategy for promoting the tastes of Europe'. The Communication is the second stage of the promotion policy reform process launched in July 2011, which aims to make the agriculture and agri food sector more dynamic and more competitive and to promote sustainable, intelligent and inclusive growth.

The present EU rules on issues concerning information and promotion in the agri‑food sphere were drawn up in the 1980s. They have been adapted over the years, particularly thanks to the increase in the number of quality labels. The EU budget spent on promotion under Council Regulation (EC) No 3/2008 was €47 million in 2011 and €55 million is expected to be used in 2012.


During the last decade (between 2001 and 2011), 518 programs were approved in the EU, mainly three‑year programs, representing a total of €576 million from the EU budget.


Quite notable that these programs must be co-financed by the proposing organisations and be the subject of financial contributions from the member states. For this period (2001‑2011), the majority of the programs were centered on the EU market (70% by number and value of programs) and about 9% were multinational programs borne by several member states.


This horizontal promotion system coexists with other promotion measures within the CAP, implemented within the framework of the Common Organisation of the Market: for example wine sector for third countries (€112 million in 2011) and the fruit and vegetable sector, through producer organisations' operational programs (€34 million on average in 2008/09), as well as within the framework of Rural Development program.

On this occasion, Dacian Cioloș, Commissioner for Agriculture and Rural Development, said: 'The European Union has a good hand to play to make its economy more dynamic and boost growth and jobs by further optimising the benefits of its agricultural and agri‑food products, both on the European market and world markets. Exports in this sector already represent more than €100 billion. In an increasingly open world, the success of European agriculture also depends on its capacity to strengthen and develop its position. This entails new ambition for our promotion policy and putting in place a real Community strategy for optimising the use of our products.'

Reference:  Press Release, IP/12/332, 30 March 2012.  

Key objectives

This new ambition is expressed in the key objectives set for the future promotion policy, centered around four themes:


- real European added value;

- more attractive programs with a bigger impact;

- simpler and more effective management;

- new synergies between the different promotion instruments.


This Communication reflects the in‑depth consideration launched in July 2011 by the adoption of a Green Paper about the policy of information and promotion for agricultural products.

See: COM (2011) 436.

This Green Paper was a leading initiative to strengthen the competitiveness of EU agriculture; it generated a broad public debate while containing information on the external evaluation carried out in 2011 on the present promotion policy.



This document opens the debate on the content of the future promotion policy at inter-institutional level. Once these discussions have been concluded, the Commission will present legislative proposals before the end of the year.


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