The EU Commission is to allocate EUR 132 million in 2025 to co-fund promotion activities for sustainable and high-quality EU agri-food products in the internal market and worldwide.
EU allocates EUR 132m to promote sustainable, high-quality agri-food products
The EU Commission is to allocate EUR 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 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.
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.
The work programme also foresees a number of initiatives to be run directly by the Commission. These 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.
More Information
| Million € | |
| SIMPLE PROGRAMMES | 92 |
| Simple programmes in the Internal market | 39,1 |
| Programmes for organic products | 10 |
| Programmes for fresh fruit and vegetables | 9,1 |
| Programmes on EU quality schemes (geographical indications, ‘Outermost Regions’ logo) | 9 |
| Programmes increasing the awareness of EU sustainable agriculture and animal welfare | 6 |
| Programmes highlighting the specific features of agricultural production methods in the Union (food safety, traceability, authenticity, labelling, nutritional and health aspects, animal welfare…) and the characteristics of EU products in terms of quality, taste, diversity or traditions (=outside EU quality schemes) | 5 |
| Simple programmes in Third Countries | 47,9 |
| China (including Hong-Kong and Macao), Japan, South Korea, Taiwan, South-eastern Asia or Southern Asia | 16,3 |
| Other geographical areas | 17,3 |
| Canada, USA, Mexico | 9,3 |
| Programmes for EU organic and sustainable products in third countries | 5 |
| Simple programmes for market disturbance/additional call for proposals | 5 |
| MULTI PROGRAMMES | 40 |
| Multi programmes in the internal market | 19.5 |
| Programmes for organic products | 5.4 |
| Programmes increasing the awareness of EU sustainable agriculture and animal welfare | 7.4 |
| Programmes for fresh fruit and vegetables | 3.6 |
| Programmes on EU quality schemes (organic, GIs, ‘Outermost Regions’ logo) OR Programmes highlighting the specific features of agricultural production methods in the Union (food safety, traceability, authenticity, labelling, nutritional and health aspects, animal welfare…) and the characteristics of EU products in terms of quality, taste, diversity or traditions | 3.1 |
| Multi programmes in third countries | 15.5 |
| Programmes in any geographical areas outside of the EU | 12.5 |
| Programmes for EU organic and sustainable products in third countries | 3 |
| Multi programmes for market disturbance/additional call for proposals | 5 |
| Total promotion actions | 132 |
On the selected programmes in 2024: 75 EU-funded campaigns to highlight the best of EU’s agricultural products – European Commission Promotion of EU farm products – European Commission
