The Main Elements Set out in the Promotion Rules Are

THE EU PROMOTION POLICY FOR AGRI-FOOD PRODUCTS

A new EU Promotion Policy for Agri-Food Products came into effect on 1st December 2015 following the adoption of Regulation (EU) No 1144/2014. This promotion policy, which benefits from a more substantial budget (€61 million in 2013 to €200 million in 2019), is intended to act as key for opening up new markets and to diversify trading partners. With the common denominator 'Enjoy, it´s from Europe', the policy aims to help the sector's professionals break into or consolidate international markets and make consumers more aware of the efforts made by European farmers. The policy targets promotion activities with an EU added value based on a genuine strategy established at European level, bring simplification and reduce red tape. Under this policy, the EU co-financing rates will also go up from 50% to 70-80%. At the same time, national co-financing disappears, thereby creating a level playing field across Member States. Red tape will be significantly cut during the selection process of projects, making it easier to apply.

Background: The main elements set out in the promotion rules are:  Increase in the aid allocated to information and promotion campaigns, from €61 million in the 2013 budget to €200 million in 2019 (€133 million in 2017);  Higher EU co-financing rates in comparison to the current regime; o 70% for simple programmes presented by an organisation from one Member State, o 80% for multi programmes and programmes targeting third countries, o 85% for crisis programmes,  Widening the scope of measures by: extending eligible beneficiaries to include producer organisations; extending the range of products, particularly to processed agri-food products, such as, for example, bread, pasta or chocolate; allowing to specify the origin of products and their brands, within certain limits;  Simplifying administrative procedures, with the assessment and selection of programmes henceforth taking place in one phase at the Commission, rather than in two phases as is currently the case (first Member State and then the European Commission)  Executive Agency: Facilitating management of multi-country programmes developed jointly by organisations from several Member States via a one-stop shop at the Commission via The Consumers, Health, Agriculture and Food Executive Agency (CHAFEA).

Annual Work Programme A key element of the promotion policy is the establishment of an annual work programme, which sets out the strategic priorities for promotion measures in terms of products, schemes and markets to be targeted, and the corresponding allocated budgets. The objective is to have a dynamic and pro-active policy, adapted each year to emerging market opportunities and the needs of the sector.

The EU budget dedicated to promotion policy increases to €133m in 2017 compared to €111m in 2016. The allocation will co-finance programmes (at rates of 70-85%) on the internal & external markets, targeting areas such as China, Middle East, North America, South-East Asia & Japan.

An extra €4.5m has been made available for sectors facing unexpected crisis such as pigmeat, beef & dairy.

Annual Work Programme for 2017 Action - 1 Simple programmes – Information and promotion €22.5 M measures for the Internal Market Topic 1 - Information and promotion programmes aiming at €12.3M increasing the awareness and recognition of Union quality schemes as defined in Article 5(4)a, b and c of Regulation (EU) 1144/2014 Topic 2 - Information and promotion programmes aiming at €10.1M highlighting the specific features of agricultural methods in the Union and the characteristics of European agricultural and food products Action 2 - Simple programmes - in Third countries € 63M Topic 3 - Information and promotion programmes targeting China €14.7M (incl. Hong Kong and Macao), Japan, South Korea & customs territory of Taiwan, South East Asia, India Topic 4 – Information and promotion programmes targeting US, €11.6 M Canada, Mexico Topic 5 – Africa, Middle East and Turkey €8.4M Topic 6 – other geographical areas than those included under 3 – 5 €11.6M (e.g.  Central, South America, Caribbean  Eastern Europe and central Asia  Oceania, EFTA, neighbourhood) Topic 7 – Programmes on dairy and pork targeting any third country €12.6 M Topic 8 – Information and promotion programmes on beef products €4M targeting any third country Actions in case of serious market disturbance, loss of consumer €4.5M confidence or other specific problems with an additional all for proposals via simple programmes Action 3: Multi Programmes in the Internal Market: Topic A: €15.05 M Programmes increasing the awareness of sustainable agriculture and the role of agriculture for climate action Action 4: Multi Programmes in the internal market/third €27.95M countries Topic B: Information on EU quality schemes €15.05 M Topic C: Programmes highlighting the specific features of €12.9 M agricultural methods in the Union and the characteristics of EU agrifood products Total €133 M