EC allocated ˆ185.9 million euros in 2022 for the promotion of EU agri-food products both globally and in Europe

30.12.2021 14:39 "Agro Perspectiva" (Kyiv) — Following are selected highlights from a report issued by a U. S. Department of Agriculture attache in The Brussels USEU, on December 15, 2021, the European Commission announced that its annual promotion work program would allocate ˆ185.9 million euros ($210.6 million USD) to the promotion of EU agri-food products in and outside the EU in 2022.

Speaking on the release of the work program, Agriculture Commissioner Janusz Wojciechowski said: «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.»

The 2022 work program focuses on campaigns that align with the ambitions of the European Green Deal and support objectives from the Farm to Fork strategy, Europe’s beating cancer plan, and the EU organic action plan. As a result, budget lines are earmarked for projects that promote organic products, increase

awareness of the EU’s rules for sustainable agriculture and animal welfare, or increase consumption of fresh fruit and vegetables in the EU. A novel development this year is that the campaign’s visual promotion materials will have to refer to the food-based dietary guidelines of the targeted EU country.

For campaigns outside the EU, the Commission is targeting markets with high-growth potential, such as Japan, South Korea, Canada, and Mexico. The EU campaigns are expected to enhance the competitiveness and consumption of EU agri-food products, raise their profile, and increase their market share in third countries. Out of the ˆ185.9 million euros budget, ˆ80.1 million euros ($ 90.7 million USD) are earmarked for promotion in third countries, including ˆ8.3 million euros ($9.4 million USD) for promotion programs for Canada, the USA and Mexico.

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