The European Commission has announced a financial program worth €186 million to promote sustainable and high-quality agri-food products from the EU domestically and internationally.

The working program for the promotion policy in 2024, adopted by the Commission, aims to develop new market opportunities while taking into account political priorities, analyzing projected exports to existing and emerging markets, and considering stakeholder contributions.

Promotional campaigns for EU agricultural products should be designed to open new market opportunities for EU farmers and the overall EU food industry, as well as help them secure existing business.

The funds available for selected campaigns in 2024 are divided between promotion in the EU domestic market and in third countries, with €81.3 million and €85.1 million, respectively. Outside the EU, countries and regions with high growth potential are identified as the main promotion targets.

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 over 20% of EU27 exports.

Promotional campaigns selected in 2024 are expected to include products from sustainable agricultural practices, contributing to reducing dependence on pesticides and antimicrobials, minimizing fertilization and water pollution, reducing greenhouse gas emissions, improving organic farming, and enhancing animal welfare.

Specifically, €62 million will be allocated to such sustainably produced agri-food products, including €42 million for organic products.

Another objective is to increase awareness of EU quality systems and products registered as Protected Designation of Origin (PDO), Protected Geographical Indication (PGI), and Traditional Specialty Guaranteed (TSG).

Calls for proposals for future campaigns in 2024 will open from January 18 to May 14, 2024.