The European Commission has announced a significant allocation of €132 million for 2025 to promote sustainable and high-quality EU agri-food products across the internal market and globally. This initiative, outlined in the 2025 Promotion Policy Work Programme, seeks to create new market opportunities for EU farmers and the food industry while safeguarding existing ones. With sustainability, competitiveness, and food security as its key priorities, the program aligns with the Commission's broader objectives for 2024-2029.
Marking the 10th anniversary of the EU’s promotion policy, the initiative has co-financed over 600 campaigns under the signature “Enjoy, it’s from Europe,” enhancing the global reputation of EU agri-food products. For 2025, the budget is divided into two key areas: €63.4 million for campaigns targeting non-EU countries and €58.6 million for the internal market.
Promoting Global Growth
The program identifies non-EU markets with significant growth potential, such as China, Japan, South Korea, Singapore, and North America. The UK remains a vital market, accounting for over 20% of EU agri-food exports. Efforts in these regions will focus on strengthening demand and fostering recognition of EU products.
Boosting Internal Market Awareness
A total of €58.6 million will fund programs within the EU to emphasize the value of EU quality schemes, organic production, and balanced diets:
- €17.1 million is allocated to campaigns promoting EU quality schemes like PDO, PGI, and TSG, protecting over 3,500 names of agri-food products and preserving the EU’s culinary heritage.
- €28.8 million will support initiatives that promote organic and sustainable products, highlighting higher animal welfare standards.
- €12.7 million is reserved for stimulating the consumption of fresh fruit and vegetables as part of healthy and balanced diets.
Additionally, €10 million is earmarked for crisis-related measures, addressing market disturbances or loss of consumer confidence, with unused funds redirected to global campaigns.
Supporting Beneficiaries and Programmes
The European Research Executive Agency (REA) will open calls for proposals on 22 January 2025. Eligible applicants include trade and producer organizations, agri-food groups, and other promotional bodies. The calls will remain open for three months, with options for simple programs (one or more organizations from a single EU country) and multiple programs (organizations from multiple Member States).
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Future Opportunities and Information Sharing
The Commission will run several initiatives directly, including promotion campaigns in third countries, participation in up to five major agri-food trade fairs, and high-level missions with business delegations. Exporters will benefit from market entry handbooks to facilitate global access.
An information day will take place in Brussels and online on 29-30 January 2025, providing potential beneficiaries with insights into funding opportunities and application processes. The event will feature success stories and networking opportunities with potential project partners.
This programme reaffirms the EU’s commitment to supporting its agri-food sector, ensuring global recognition of its sustainable, high-quality products. As Christophe Hansen, Commissioner for Agriculture and Food, stated, “‘Enjoy, it’s from Europe’ is our brand, and we need to make sure it is recognised and understood across the globe, to get the best value for our farmers and producers.”