November 27, 2023


EU Commission to set aside US$204 million for promoting EU agri-food globally




The European Commission will allocate €185.9 million (US$204 million) in 2024 to fund promotion activities for sustainable and high-quality EU agri-food products at home and abroad.


The 2024 promotion policy work programme adopted by the Commission aims to develop new market opportunities, while taking into account political priorities, the analysis of projected exports to existing and emerging markets, and contributions from stakeholders.


Promotion campaigns about EU farm products should be designed to open up new market opportunities for EU farmers and the wider EU food industry, as well as to help them secure their existing business, according to the Commission.


The amounts available for campaigns selected in 2024 are split between promotion in the EU internal market and in third countries, with €81.3 million (US$89 million) and €85.1 million (US$93.2 million), respectively.


Outside the EU, countries and regions with high growth potential are identified as main promotion targets. This includes 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 EU27 exports.


The promotion campaigns selected in 2024 are expected to feature products from sustainable farming practices, that contribute to reducing dependency on pesticides and antimicrobials, minimising fertilisation and water pollution, reducing greenhouse gas emissions, enhancing organic farming and improving animal welfare.


€62 million (U$68 million) will be specifically allocated to such sustainably produced agri-food products, including €42 million (US$46 million) for organic products.


Another objective is to increase the awareness of EU's quality schemes and products registered as protected designation of origin (PDO), protected geographical indication (PGI) and traditional specialty guaranteed (TSG).


The calls for proposals for the upcoming 2024 campaigns will open from January 18 to May 14, 2024.

- European Commission