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Agriculture and rural development
News article28 January 2021Directorate-General for Agriculture and Rural Development

Launch of calls for proposals to promote European agri-food products at home and abroad

Today, the European Commission launched the calls for proposals for European agri-food promotion programmes, in the EU and abroad. This year, a special focus is put on promoting products and farming methods that support more directly the European Green Deal objectives, such as organic products, fruit and vegetables and sustainable agriculture.

For 2021, a total budget of €182.9 million is allocated to the promotion of EU agri-food inside and outside the EU. Out of the total budget, €173.4 million is dedicated to the co-financing of promotion programmes that will be selected among the proposals following the calls published today.

Almost half of the budget (€86 million) dedicated to co-financing promotion programmes will go towards campaigns more directly in line with the European Green Deal ambitions, and in particular the Farm to Fork strategy. This includes promotion programmes on organic products with a total allocated budget of €49 million and on sustainable agriculture with a budget of €18 million. Furthermore, €19.1 million were allocated to the promotion of fruit and vegetables in the context of a balanced diet.

€88.1 million is allocated to promotion programmes in countries outside the EU. This includes programmes targeting countries with high growth potential such as South Korea, Japan, Mexico and Canada. In addition, programmes should also inform l consumers of the various EU quality schemes or promote the EU’s high safety and quality standards as well as the diversity and authenticity of European products.

The selected programmes are expected to boost competitiveness and consumption of EU agri-food products across the globe.

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 and environmental objectives of the CAP, the European Green Deal and the Farm to Fork strategy.

Proposals should be submitted by 28 April 2021 17:00 CET (Brussels) via the dedicated portal. The Commission will assess the proposals and announce the beneficiaries in the autumn. CHAFEA, the EU's Consumer, Health, Agriculture and Food Executive Agency, provides a number of tools to help applicants to successfully submit their proposals.

More information

Call for proposals for simple programmes

Call for proposals for multi programmes

Related links

Annual work programme 2021

Promotion of EU farm products


Publication date
28 January 2021
Directorate-General for Agriculture and Rural Development