In a significant move to reinforce the position of EU farmers and the agri-food sector, the European Commission has published the 2025 promotion policy work programme, intending to create new market opportunities and bolster existing businesses. This initiative is integral to the Commission’s overarching objectives of sustainability, competitiveness, and food security, as outlined in the Political Guidelines for 2024-2029.
The promotion policy marks a decade since its inception, during which it has successfully co-financed over 600 campaigns. These campaigns, known by the slogan “Enjoy, it’s from Europe,” have succeeded in enhancing the global reputation of EU agri-food products. The upcoming work programme aims to continue this trajectory, with a budget allocation of €132 million to support various promotional activities aimed at both consumer and market engagement.
Target Markets with High Growth Potential
One of the strategic focuses of the new policy is on identifying regions and countries outside the EU that present high growth potential for agri-food exports. Notable among these are China, Japan, South Korea, Singapore, and the North American market. These regions are recognized for their increasing demand for quality agri-food products, providing lucrative opportunities for EU exporters.
The UK solidifies its position as a vital market for EU agri-food products, accounting for more than 20% of total exports. This continued trade demonstrates the significance of maintaining strong promotional efforts in established markets, while simultaneously exploring new avenues for expansion.
Allocating Resources Responsibly
The budget allocated for the promotion of EU agri-food items is carefully structured. An additional €10 million is reserved to address serious market disturbances, loss of consumer confidence, or other significant issues that could impact the market. If this fund is not utilized, it will be redirected to initiatives in third countries, ensuring that resources are effectively employed to bolster EU agricultural export endeavors.
Direct Initiatives by the European Commission
The Commission has outlined several key initiatives to be implemented directly as part of the 2025 work programme. These initiatives include various promotion and information campaigns targeting third countries, enabling EU products to reach a broader audience. Furthermore, participation in up to five major international agri-food trade fairs will provide EU businesses with a platform to showcase their offerings to potential global partners.
The organisation of high-level missions, involving business delegations to third countries, facilitates direct engagement with prospective clients and stakeholders, enhancing networking opportunities. Additionally, the development of market entry handbooks will serve as valuable resources for exporters, equipping them with the necessary knowledge to navigate new markets effectively.
Championing EU Culinary Heritage
Christophe Hansen, EU Commissioner for Agriculture and Food, has highlighted the importance of promoting the EU agri-food sector. He stated, “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.” This sentiment underscores the significance of leveraging the EU’s rich agricultural diversity and culinary traditions as a tool for outreach and market penetration.
Funding Applications and Engagement Opportunities
To encourage participation in the promotion programme, the European Research Executive Agency (REA) will open two calls for proposals on 22 January 2025. These calls cater to different organisational structures: one for ‘simple’ programmes, which may involve a single organisation from one EU member state, and another for ‘multi’ programmes that require collaboration between multiple organisations across member states.
Trade and producer organisations, along with agri-food groups engaged in promotional activities, will find themselves eligible to apply for the available funding. The application window will last for three months, presenting ample time for interested parties to prepare and submit their proposals.
In conjunction with this initiative, the EU will host an information day on 29 and 30 January 2025, both in Brussels and online. This event will provide potential beneficiaries with crucial insights into the funding process and application requirements. Attendees will also benefit from networking opportunities with successful beneficiaries and project partners, fostering collaboration within the agri-food sector.
Conclusion: A Bright Future for EU Agri-food Exports
The 2025 promotion policy work programme by the European Commission presents a structured and targeted approach to enhancing the global presence of EU agri-food products. By focusing on high-growth markets, establishing robust promotional practices, and championing EU culinary heritage, this initiative is poised to transform challenges into opportunities for farmers and producers alike. The strategic allocation of resources ensures that EU agri-food exports will not only thrive within the Union but also gain a formidable foothold in global markets.
With a proactive approach and clear objectives, the potential for success is significant. The forthcoming years promise to be transformative for the EU agricultural landscape, paving the way for stronger competitiveness, increased sustainability, and greater food security.
