The European Commission will allocate €132 million in 2025 to co-fund promotion activities for sustainable and high-quality EU agri-food products in the internal market and worldwide.
Last year, the commission allocated €186 million for 2024 to fund promotion activities for sustainable and high-quality EU agri-food products at home and abroad.
The amounts available for programmes to be selected in 2025 are split between promotion in non-EU countries and in the EU internal market, with €63.4 million and €58.6 million respectively.
The 2025 promotion policy work programme adopted by the commission is designed to develop new market opportunities for EU farmers and the wider EU food industry, and help them secure their existing business.
EU promotion of agri-food products
The work programme identifies regions and countries with high growth potential outside the EU as main promotion target markets. These include China, Japan, South Korea, Singapore and North America.
The UK remains one of the main export markets for EU agri-food products, absorbing more than 20% of EU agri-food exports, according to the commission.
The budget for the EU’s internal market is distributed as follows:
- Campaigns targeting the internal market will include information and promotion measures focused on the EU’s quality schemes, in particular Geographical Indications with an earmarked budget of €17.1 million;
- More than 3,500 names of agri-food products and beverages are currently protected, guaranteeing consumers genuine products and preserving the EU’s cultural and culinary heritage.
- A budget of €28.8 million is allocated to programmes aiming at increasing awareness and recognition of products farmed organically and sustainably, including with higher animal welfare standards;
- €12.7 million is ringfenced to stimulate the consumption of fresh fruit and vegetables in the context of balanced diets.
A further €10 million is set aside for actions in case of serious market disturbance, loss of consumer confidence or other problems. This budget is reallocated to programmes in third countries if unused.
The work programme also foresees a number of initiatives to be run directly by the commission, including promotion and information campaigns in third countries, and participation in up to five major international agri-food trade fairs.
This 2025 allocation marks 10 years of EU promotion policy, during which over 600 campaigns have been co-financed by the commission, supporting the reputation of EU agri-food products within the union and around the world.
This promotional work is carried out under the slogan “Enjoy, it’s from Europe”, which aims to raise awareness of the efforts made by European farmers to produce quality products.
Commenting on the 2025 allocation, EU Commissioner for Agriculture and Food, Christophe Hansen said: “The EU’s agri-food sector is a global export powerhouse. Our products and culinary heritage are renowned all over the world, and rightly so.
“I am delighted that we can keep promoting them next year with a budget worth €132 million. We can be proud of the way we produce food here in the EU.
“‘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.”
Following the announcement today, the European Research Executive Agency (REA) will launch two calls for proposals on January 22, 2025. This includes:
- One for so-called ‘simple’ programmes, with one or more organisations from the same EU country; and
- One for ‘multi’ programmes, with at least two organisations from at least two member states, or from one or more European-level organisations.
A wide range of operators, such as trade and producer organisations and agri-food groups responsible for promotion activities are eligible to apply for funding and submit their proposals.
The calls will be open for applications for a period of three months. A map of all promotion and information campaigns and an “eligibility checker” is available on the new “Enjoy, it’s from Europe” portal.
An information day will take place in Brussels and online on January 29-30, 2025. Potential beneficiaries are invited to attend to gain insights into the funding opportunities and the application process.