Skip to main content
Agriculture and rural development
Press release21 October 2019Directorate-General for Agriculture and Rural Development2 min read

Launch of the 2019 campaign to promote EU agri-food at home and abroad

The European Commission and the EU’s consumers, health, agriculture and food executive agency (CHAFEA) have approved 81 campaigns to promote EU agri-food products in and outside the EU for the next three years. The selected campaigns will benefit from an overall funding of €200 million from the EU agricultural budget.

Agriculture and rural development Commissioner Phil Hogan said:

 European agri-food products are renowned across the globe for their quality and authenticity. I could witness this myself while visiting several countries around the world, like China, Japan, Indonesia, Mexico, or Colombia accompanied by EU agri-food producers. The European Commission supports their hard work by spreading the word and maintaining a good reputation at a global level.

The promotion programmes aim at helping producers communicate about the quality of their products, to promote them within the EU and beyond, and open new markets. They focus on a number of priorities such as highlighting the quality of European food with geographical indications, or organic production methods.

Out of the 81 campaigns approved, 55 target countries outside of the EU, such as Brazil, Canada, China, Mexico and India. The selected campaigns will cover a wide range of products such as dairy, olives, and fruit and vegetables. For example, the fruit and vegetable sector will have 16 dedicated programmes, while cheese and dairy products will have eight. This year, the selected programmes come from applicants from 19 Member States.


The so-called simple promotion programmes represent half of the allocated budget for promotion policy. The other €100 million are dedicated to multi-programmes (€90.5 million) and the Commission’s own initiatives (€9.5 million).

Simple promotion programmes are submitted by one or more proposing organisations from the same Member State while multi programmes are submitted by at least two proposing organisations from at least two Member States or one or more European organisations. The latter are directly managed by the EU’s consumers, health, agriculture and food executive agency (CHAFEA), while simple programmes are managed by national administrations. This year, 56 campaigns were selected for simple programmes and 25 for multi-programmes.

For all promotion programmes, a wide range of organisations, such as trade organisations, producer organisations and agri-food bodies responsible for promotion activities were eligible to apply for funding through the call for proposals that was launched in January 2019.  They were then evaluated and ranked by CHAFEA, with the help of external experts.

More Information

List of selected programmes

EU policy on the promotion of agricultural products


Publication date
21 October 2019
Directorate-General for Agriculture and Rural Development