For 2022, a total of €185.9 million was allocated to the promotion of EU agri-food products inside and outside the EU.

Similar to 2021, the 2022 promotion policy work program focuses on agricultural products and practices that support the objectives of the European Green Deal, such as EU organic produce, fruit and vegetables, sustainable agriculture and animal welfare.

Agriculture Commissioner Janusz Wojciechowski said: “Promoting the quality and safety of European agri-food products, in the EU and around the world, is an important dimension of the Commission’s support to farmers and producers. Our promotion policy plays a key role in the transition towards sustainable food systems.

Our goal is to raise awareness about organic farming and more sustainable agricultural practices, along with the promotion of fresh fruits and vegetables, essential for a healthy and balanced diet. The demand for these products must grow if we want more producers to join the green transition.”

The promotion policy will co-finance campaigns in line with the ambitions of the European Green Deal, supporting the objectives of the Farm to Fork Strategy, the European Plan to Fight Cancer, the EU Organic Action Plan and the Communication on European citizens’ initiative ‘End the era of cages’.

The campaigns must inform consumers in the EU and around the world about organic farming, sustainable agriculture in the EU and the contribution of the agri-food sector to climate and environmental action. Within the EU, the campaigns will also promote healthy eating and balanced diets by increasing the consumption of fresh fruit and vegetables.

Furthermore, to increase coherence with the European plan to fight cancer, the visual promotional material of the campaigns should make reference to the food-based dietary guidelines of the EU country of destination.

Another focus of the campaigns will be to highlight the high safety and quality standards, as well as the diversity and traditional aspects of EU agri-food products. This includes the promotion of EU quality schemes, such as geographical indications in the EU.

Finally, regarding campaigns outside the EU, the priorities are established in markets with high growth potential, such as Japan, South Korea, Canada and Mexico. The selected campaigns are expected to improve the competitiveness and consumption of EU agri-food products, raise their profile and increase their market share in these target countries.

Calls for proposals for the upcoming 2022 seasons will be published in early 2022. A wide range of bodies, such as trade organisations, producer organisations, and agri-food groups responsible for promotional activities, can apply for funding and submit their proposals.

Projects will be assessed against the climate and environmental objectives of the CAP, the European Green Deal and the “Farm to Fork” strategy, in particular as regards the sustainability of production and consumption. /Digital EuroCard

Source: Portal Fruticola