FDBusiness.com

In 2016 European producers will benefit from programmes worth €111 million to find new markets and promote consumption outside and inside the EU. Promotion is a key part of the measures presented by the Commission to support farmers.

“Enjoy, it’s from Europe”: the new promotion policy just adopted by the European Commission will help the sector’s professionals break into or consolidate international markets and make European consumers more aware of the efforts made by European farmers. To achieve this goal, the Commission will make more resources available, will increase the co-financing rate and will cut the red tape for the approval of projects. This is part of an effort to increase progressively the available EU budget for promotion, from €61 million in 2013 (when the new rules were proposed) to €200 million in 2019.

Under the new rules, the EU co-financing rates will also go up from 50% to 70-80% (up to 85% for Greece and Cyprus). 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.

The 2016 programme targets a selected list of third countries where there is the highest potential for growth in particular to the sectors experiencing a particularly difficult market situation, like dairy and pig meat. Of the total amount, €30 million were specifically earmarked in the support package unveiled by the Commission in early September to support promotion measures in these two sectors.