The budget is set: for 2022, a total of €185.9m has been allocated to the promotion of EU agri-food products in and outside Europe.

The promotion policy will co-fund campaigns in line with the European Green Deal ambitions, supporting objectives from the Farm to Form strategy, Europe’s Beating Cancer Plan, and the EU Organic Action Plan, as well as communication on the European citizens’ initiative ‘End the cage age’.

“The promotion of European agri-food products’ quality and safety, in the EU and worldwide, is an important dimension of the Commission’s support to farmers and producers,” ​said Agriculture Commissioner Janusz Wojciechowski when announcing the policy budget late last year.

“Our promotion policy plays a key role in the transition towards sustainable food systems. Our aim is to increase awareness of organic farming and more sustainable agricultural practices, coupled with the promotion of fresh fruits and vegetables, essential for healthy eating and balanced diets.

“Demand for these products needs to grow if we want more producers to join the green transition.”

A wide range of bodies, from trade to producer organisations, and agri-food groups responsible for promotion activities, are eligible to apply for funding and submit their proposals.

While the Commission mulls over these applications – successful campaigns will launch in 2023 – FoodNavigator hears from stakeholders to find out what they want from the EU agri-food promotion policy.

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According to the Commission, a 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.