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Scheme for the Promotion of Agricultural Products



EU Co-Funding for the Promotion of Agricultural Products 


-        Council Regulation (EC) No. 3/2008 and Commission Regulation (EC) No. 501/2008 as amended.

The Department of Agriculture, Food and the Marine invites trade bodies to submit proposals for 3 year generic promotion measures including the following sectors:

Internal Market:

  • Sheep Meat, Fresh Fruit and Vegetables, Live Plants and Products of Ornamental Horticulture, Milk and Milk Products, the Organic sector per Council Regulation (EEC) No. 2092/91 and Products registered as Geographical Indications under Commission Regulation (EU) No 1151/2012.

Third countries:

  • Fresh, Chilled and Frozen Beef, Veal and Pig meat; Milk Products, Spirit Drinks with a Geographical or Reserved Traditional Indication.


Proposals must comply with the themes, target groups and format in the Regulations and the Department specification set out at This information is also available from the Department’s Food Industry Development Division, Agriculture House, Kildare Street, Dublin 2, telephone: (01) 6072303.   The deadline for submission of applications is close of business on 28 February 2015. Please note that is the last call under the current regime. No further calls will take place in 2015.




Specification for proposals


In accordance with Council Regulation (EC) No. 3/2008, Commission Regulations (EC) Nos. 501/2008, 1085/2011, 737/2013 and 796/2014 the European Commission, Member States and Trade Organisations may co-finance information and promotion measures for agricultural products on the internal market and in third countries.


The Department of Agriculture, Food and the Marine has issued a call for proposals for promotion/information measures as follows:


Internal market:

  • Sheep Meat
  • Fresh Fruit and Vegetables
  • Live Plants and Products of Ornamental Horticulture
  • Milk and Milk Products
  • Organic Farming and products registered under Council Regulation (EEC) No. 2092/91.
  • Products registered as Geographical Indications under Commission Regulation (EU) No 1151/2012.


Third Countries:

  • Fresh, Chilled and Frozen Beef, Veal And Pigmeat;
  • Milk Products
  • Spirit Drinks with a Geographical or Reserved Traditional Indication

Presentation of Programmes

Programmes must be submitted to the Department in the application form annexed to this specification. A programme means a coherent set of operations of a scope that is sufficient to contribute towards improving information about, and sales of products concerned and shall include at least:

  • a detailed description of the promotion/information measures planned
  • the anticipated results of the programme
  • a clear detailed estimate of the project cost of each measure included in the programme
  • the time limits for implementation and the timetable for the various measures

Programmes consisting of a single measure are unlikely to be accepted by the Commission. Programmes should be of sufficient duration (3 years) and budget to ensure an impact on awareness or attitudes towards the product in question. The Commission encourages projects involving trade organisations in more than one Member State.

The specific guidelines for the products above are laid down in Annex I of Commission Regulations (EC) Nos. 501/2008 , 737/2013 and 796/2014.

Programme Content

  • Shall provide information on the intrinsic characteristics - quality, nutritional and health value, food safety - of the product concerned without reference to its specific origin.
  • Shall make no reference to brand names, trademarks or private companies.
  • Must not duplicate similar measures already being implemented, but may, where applicable, supplement them. 
  • Messages must be positive and take account of the specific nature of consumption on the different markets.

Selection of Implementing Body

For the purposes of implementing the programme, the proposing organisation may select one or more bodies by a competitive procedure validated by the Department. Subject to the conditions in Article 13 (1) of Regulation (EC) No. 501/2008, a proposing organisation may implement certain parts of the programme. The proposal should include full particulars of the tender process and the criteria used by the proposing organisation to select the implementing body. The Implementing Body selected must have the necessary financial and technical resources to ensure that the measures are implemented in the most effective manner.



Subject to approval, the Commission will finance the programme to a maximum of 50% of the total cost (60% in the case of measures promoting fruit and vegetables intended specifically for children in schools of the Community). The proposing organisation must fund the balance of the total cost.  In exceptional circumstances the Department may make available a small percentage of funding; however this is subject to budgetary availability and must be agreed with Food Industry Development Division before such a programme is submitted.


The programme should be implemented over a period of three years from the date on which the relevant contract takes effect.

Internal Market Guidelines: Annex I of Commission Regulation (EC) 501/2008 as amended

General Guidelines

  1. When programmes are proposed by more than one Member State they should have coordinated strategies, actions and messages.
  2. Programmes should preferably be multi-annual and with a sufficient scope to have a significant impact on the targeted markets. Where appropriate, they may be implemented on the markets of more than one Member State.
  3. The messages of the programmes should provide objective information about the intrinsic characteristics and/or nutritional value of the products as part of a balanced diet, about their production methods or how environmentally friendly they are.
  4. Programmes should have key messages which are of interest to the consumers, professionals and/or the trade of several Member States.


Specific Details for all products bar Sheepmeat and products listed as Geographical Indications under Commission Reg 1151/2012 are listed under Annex 1 of Commission Reg 501/2008 * Please note Poultry is no longer eligible

Commission Regulation (EC) No 501/2008, OJL 147, 06.06.2008

Specific Details for Sheep Meat and Products registered as Geographical Indications under Commission Regulation 1151/2012 are listed under Commission Regulation 737/2013.

Commission Implementing Regulation (EU) No 737/2013, OJL 281, 28.10.2011


Selection Criteria

Programmes are subject to an initial evaluation/selection process carried out by the Department. Programmes will be adjudicated by reference to:

  • Compliance with the Regulations 
  • Value For Money
  • Consistency between the strategies proposed and the objectives set
  • Quality of the proposed measures
  • Likely impact and success in increasing demand for the products concerned
  • Assurances that the proposing organisations are effective and representative

Selected programmes will be submitted to the EU by 30 April 2015 for final evaluation and approval. The EU shall decide which programmes to finance no later than 30 November 2015.

Tax Clearance

Programmes will only be considered from organisations that are in a position to provide a copy of a current tax clearance certificate.


All programmes costs must be included net of VAT.   The EU will not co-finance VAT costs.

Contracts and the Provision of Securities

Successful applicants will be required to conclude a contract with the Department within 90 days of receiving approval from the Commission. A model contract is attached. Contracts may not be concluded by the two parties until a security equal to 15% of the maximum annual financial contribution is lodged in favour of the Member State. However if the contracting organisation is a body governed by public law or acts under the supervision of such a body, the competent national authority may accept a written guarantee from the supervisory body covering the percentage specified. Successful applicants will also be requested to complete a contract with the Agency selected to implement the programme.

Within 30 days of the contract being signed, the contracting organisation may apply for an advance provided that the organisation lodges a security equal to 110% of the advance payment in favour of the Member State. Where the contracting organisation is a Public Body, a written guarantee may be accepted.


Other Conditions

  • The European Commission has developed an obligatory common signature for programmes which aims to communicate EU added value to the promotion of agricultural products. The ‘Enjoy, it’s from Europe’ signature (above) will provide all communication actions with a common denominator. Further information is available from the Department.
  • Trade Organisations shall avail of every opportunity to obtain rebates, reductions and undertake to credit all such income received to the programme account. In this regard, the trade organisation will seek to obtain the best possible rebates, reductions and commission in the tender document to prospective implementing agencies.
  • A unique bank account must be opened and used exclusively for all financial transactions
  • Payments will be made in accordance with Articles 17 to 20 of Commission Regulation (EC) No. 501/2008 
  • Quarterly reports on the implementation of the contract must be submitted to the Department 
  • An annual report must be submitted within four months of completion of annual measures
  • An external evaluation report on results obtained must also be submitted

Programme proposals shall be accompanied by the following documents:

  • The articles of association, organogram, rules of procedure and most recent general report of the proposing organisation(s);
  • Financial information, balance sheets and annual accounts for the last three financial years;
  • Any document proving the financial, technical and professional capacity of the proposing organisation(s);
  • A description of similar projects undertaken in the last two years.
  • A strategic and marketing analysis, accompanied by an outline of the general background to the proposed programme.

Freedom of Information

The Department undertakes to use its best endeavours to hold confidential any information provided in this call for proposals subject to their obligations under law, including the Freedom of Information Acts 1997 and 2003.

Please note that, in response to a request under the Freedom of Information Acts, information not identified as sensitive (with supporting reasons) could be released. Therefore in responding to this call for proposals, you should identify the specific information that you do not wish to be disclosed, stating the reasons for its sensitivity. The Department will consult with you about this sensitive information before making a decision on any Freedom of Information request received.


Beneficiary Data

Beneficiaries should be advised that their data will be made public and that the data may be processed by auditing and investigating bodies of the European Union and the Member States for the purpose of safeguarding the Union’s financial interests.


Data Protection

The rights of data subjects and how they may be exercised are laid down in the Data Protection Acts, 1988 and 2003. The Office of the Data Protection Commissioner publishes a guide to your rights as a data subject.

Date for submissions

All applications must be received by Food Industry Development Division, Department of Agriculture, Food and the Marine, by close of business on

28 February 2015. Proposals should be submitted to Food Industry Development Division, Department of Agriculture, Food and the Marine, Kildare Street, Dublin 2, or by email to on the prescribed form below.


  1. Application Form (doc 120Kb) 
  2. MS Identification and Evaluation Memorandum for the Internal Market (doc 104Kb) 
  3. MS Identification and Evaluation Memorandum for Third Countries (doc 100Kb) 
  4. Handbook for Programmes on the Promotion of Agricultural Products (doc 223Kb) 
  5. Positions and Interpretations in Connection with Implementation of Programmes (pdf 198Kb) 
  6. Sample Contract (doc 280Kb) 


Important: The foregoing is non-exhaustive and should be read in conjunction with the regulations below which are available on the official website of the European Union. Further information is also available on the European Union’s website, Europa – Gateway to the European Union, which provides information on all aspects of the EU’s information and promotion programmes for the promotion of EU farm products.


Council Regulation (EC) No 3/2008, OJL 3, 05.01.2008

Commission Regulation (EC) No 501/2008, OJL 147, 06.06.2008

Commission Implementing Regulation (EU) No 1085/2011, OJL 281, 28.10.2011

Commission Implementing Regulation (EU) No 737/2013, OJL 281, 28.10.2011

Commission Implementing Regulation (EU) No 796/2014 OJL 218, 24.07.2014


Current EU Co-Funded Programmes


Food Industry Development Division
January 2015