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Agriculture and rural development
News article20 January 2022Directorate-General for Agriculture and Rural Development2 min read

Calls for proposals to promote European agri-food products launched


Today, the European Commission launched the 2022 calls for proposals for European agri-food promotion programmes, in the EU and abroad. Similarly to 2021, this year puts a special focus on the promotion of products and methods that support more directly the European Green Deal objectives. This includes the promotion of organic products, fruit and vegetables and sustainable agriculture.

€185.9 million is allocated to the promotion of EU agri-food products inside and outside the EU. Out of the total budget, €176.4 million is dedicated to the co-financing of promotion programmes to be selected from the proposals responding to the calls published today. The remaining funding will support EU initiatives in that field.

The promotion policy will co-fund campaigns in line with the European Green Deal ambitions, supporting objectives from the Farm to Fork strategy, the EU organic action plan and the Communication on the European citizens' initiative ‘End the cage age'. For example, to enhance coherence with the Farm to Fork strategy’s objective to increase sustainable consumption, all campaigns' visual promotion material inside the EU targeting consumers will have to refer to the Food Based Dietary Guidelines of the targeted EU country.

Campaigns should also highlight the high safety and quality standards, as well as the diversity and traditional aspects of EU agri-food products, including EU quality schemes.

Finally, for campaigns abroad, priorities are set on markets with high-growth potential such as Japan, South Korea or Canada. Campaigns are expected to increase consumption and competitiveness of EU agri-food products by raising their profile and increasing their market in the targeted country.

A wide range of bodies, such as trade organisations, producer organisations and agri-food groups responsible for promotion activities are eligible to apply for funding and submit their proposals. Projects will be assessed in particular with regard to sustainability of production and consumption criteria, in line with the climate, environmental and animal welfare objectives of the CAP as well as the Farm to Fork strategy.

Proposals should be submitted by 21 April 2022 17:00 CET (Brussels) via the dedicated portal. The Commission will assess the proposals and announce the beneficiaries in the autumn. The European Research Executive Agency (REA) provides a number of tools to help applicants to successfully submit their proposals.

On 1 and 2 February 2022, REA will be hosting an info day on these calls. The first day will be dedicated to policy aspects such as the promotion policy’s on-going review as well as the priorities for the 2022 calls for proposals. The second day will go through the development of successful campaigns and include matchmaking sessions between potential project partners.

Related links

2022 calls for proposals for European agri-food promotion programmes

EU quality schemes explained

Organics at a glance

CAP at a glance


Publication date
20 January 2022
Directorate-General for Agriculture and Rural Development