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Scheme for the Promotion of Agricultural Products




The New EU Promotion Policy For Agri-Food Products (doc 92Kb) 

From 1st December 2015 a new EU Promotion Policy for Agri-Food Products will come into effect following the adoption of Regulation (EU) No 1144/2014. The new promotion policy, which benefits from a more substantial budget (€61 million in 2013 to €200 million in 2019), is intended to act as key for opening up new markets and to diversify trading partners.

Types of programmes

Simple programmes

Programmes submitted by one or more proposing organisations, from one Member State with destination market the proposing Member State and at least one other. These programmes will be managed by the Member State.

Multi programmes:

Programmes submitted by at least two proposing organisations which are from at least two Member States or one or more Union organisations. These programmes will be managed by an The Consumers, health, Agriculture and Food Executive Agency (CHAFEA), on behalf of the Commission

Eligible products and schemes

Annex 1 to TFEU, excluding tobacco (pdf 484Kb) 
Annex 1 to 1144/2014 (pdf 41Kb) 
Spirit drinks with PGI
Fisheries products if associated to another product
Wine associated to another product
National quality schemes
It is possible to display Brands and Origin under strict conditions.

Who can apply (doc 75Kb) 

A programme may be proposed by:

  • Trade or inter-trade organisations of the Union or established in the MS
  • Groups, representative of G.I. names protected under Reg 1151/2012 (EU Quality schemes)
  • Producer organisation or an association of producer organisations
  • Agri-food sector bodies; the objective and activity of which is to provide information on, and to promote, agricultural products and which have been entrusted by the MS concerned, with a clearly defined public service mission in this area; those bodies must have been legally established in the MS at least 2 years prior to date of the call for proposals.

How to apply

Applications should be submitted directly to the Commission. The assessment and selection of programmes will take place at one phase in the Commission.

First call for programme applications is due in February 2016.

Presentation of programmes

Programmes must be submitted to the Commission in the application form (which will be provided by the Commission). 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 details estimate of the project cost of each measure included in the programme
  • the time limits for implementation and the timetable for the various measures

Programme Content

  • Shall provide information of the intrinsic characteristics – quality, nutritional and health value, food safety – of the product concerned
  • Must not duplicate similar measures already being implemented, buy 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 simple programmes)

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 (2) of Regulation 1144/2014, 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 programmes as follows:

  • 70% for simple programmes;
  • 80% for multi programmes and third countries;
  • 85% for crisis programmes;
  • 90% for beneficiaries from MS under EU financial assistance


The programme should be implemented over a period of at least one year but no more than three years.

Selection criteria

Programmes are subject to an evaluation and selection process carried out by the EU Commission. 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
  • Assurance that the proposing organisations are effective and representative

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 programme costs must be included not of VAT. The EU will not co-finance VAT costs.

Contracts and the Provisions of Securities (for simple programmes)

Successful applicants will be required to conclude a contract with the Department within 90 days of receiving approval from the Commission. A model contract will be provided by the Commission. Contracts may not be concluded until a security is lodged in favour of the Member State.

Within 30 days of the contract being signed, the contracting organisation may apply for an advance payment, on condition that the proposing organisation has lodged a security equal to the amount of that advance. The Advance payment should not be more that 20% of the maximum Union financial contribution

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 produce. The ‘Enjoy its form Europe’ signature (above) will provide all communication actions with a common denominator.
  • A unique bank account must be opened and used exclusively for all financial transactions
  • Payments will be made in accordance with Articles 15 – 19 of Regulation 1144/2014
  • Interim reports on the implementation of the contract must be submitted to the Department
  • An external evaluation report on results obtained must also be submitted.

Multi programmes will be managed by the Commission (via the CHAFEA executive agency)


                                             Annual Work Programme  -  2016

Amount foreseen

Simple programmes - Internal Market

€26 M

Action 1*- Information and promotion programmes aiming at increasing the awareness and recognition of Union quality schemes as defined in Article 5(4)a,b and c of Regulation (EU) 1144/2014

€10 M

Action 2*- Information and promotion programmes aiming at highlighting the specific features of agricultural methods in the Union and the characteristics of European agricultural and food products

€ 7 M

Action 3- Information and promotion programmes on milk/dairy, pig meat products or a combination of those two.

€ 9 M

Simple programmes - in Third countries

€68 M

Action 4*- Information and promotion programmes targeting China, Japan, South Korea and customs territory of Taiwan

€12 M

Action 5*-Information and promotion programmes targeting USA and/or Canada

€12 M

Action 6* - Central and South America and the Caribbean

€7 M

Action 7* - South East Asia, meaning Brunei, Cambodia, Indonesia, Lao, Malaysia, Myanmar, Philippines, Singapore, Thailand, Timor Leste and Vietnam

€7 M

Action 8*- Africa and Middle East

€4,5 M

Action 9*- other geographical areas

€4,5 M

Action 10 - Information and promotion programmes on milk/dairy products, pig meat products or a combination of those two targeting any third country

€21 M

Multi programmes

€14 M

Simple programmes -   in case of serious market disturbance

€3 M

*These programmes shall not cover milk/dairy products, pig meat products or a combination of those two. They may however cover milk/dairy products, pig meat products or a combination of those two if they are associated with other products.

Total €111 M

 €30M for Promotion measures ringfenced for Dairy and Pig meat campaigns (doc 81Kb) 

 Further information including the new EU Regulations on:

Commission Regulation (EC) No 1144/2014, OJL 317, 04.11.2014 (pdf 891Kb) 

Commission Implementation Regulation (EC) No 2015/1831, OJL 266, 13.10.2015 (pdf 380Kb) 

Commission Delegation Regulation (EC) No 2015/1829, OJL 266, 13.10.2015 (pdf 341Kb) 


Current EU Co-Funded Programmes (under Council Regulation (EC) No. 501/2008)



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



Food Industry Development Division
November 2015