The 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. The 2025 promotion policy work programme adopted today by the Commission is designed to develop new market opportunities for EU farmers and the wider EU food industry, as well as to help them secure their existing business. Its priorities take into account the overarching objectives of sustainability and competitiveness, as well as food security, outlined in the Political guidelines for the Commission 2024-2029.
The adoption of the 2025 work programme also marks 10 years of EU promotion policy. Over this period, a total of more than 600 campaigns have been co-financed by the European Commission with their common signature – “Enjoy, it’s from Europe”-, supporting the reputation of EU agri-food products within the Union and around the world.
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 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 United Kingdom remains one of the main export markets for EU agri-food products, absorbing more than 20% of EU agri-food exports.
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 (protected designation of origin (PDO), protected geographical indication (PGI) and traditional specialty guaranteed (TSG)) 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 EU’s cultural and culinary heritage.
- A budget of €28.8 million is allocated to programmes aiming at increasing awareness and recognition or 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.
Finally, the work programme also foresees a number of initiatives to be run directly by the European Commission. * Such activities include promotion and information campaigns in third countries, participation in up to five major international agri-food trade fairs, the organisation of high-level missions with business delegations to third countries and the development of market entry handbooks for exporters.
Next steps
The European Research Executive Agency (REA) will launch two calls for proposals on 22 January 2025 – one for so-called ‘simple’ programmes, with one or more organisations from the same EU country; one for ‘multi’ programmes, with at least two organisations from at least two Member States, or from one or more European-level organisation. 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 29 and 30 January 2025. Potential beneficiaries are invited to attend to gain insights on the funding opportunities and the application process. They will have the opportunity to hear from successful beneficiaries as well as network with potential project partners.
