Promotion of Agricultural Products EU Support to Promotion of Agricultural Products Today and Tomorrow Vlassios Sfyroeras European Commission Promotion of Agricultural Products Brussels 1st April 2011

THE SITUATION TODAY

What? Where? on the internal market on third country markets The co-financing of Information and promotion programmes for : agricultural products and their method of production food products based on agricultural products Where? on the internal market on third country markets

Goals achieve market development boost product image in the eyes of consumers supplement and reinforce Member States schemes (multiplier effect on national and private initiatives)

Legal Basis Council Regulation 3/2008 Implementation rules laid down by Commission Regulation 501/2008

Some statistics: 2000-2010 Internal market: Quality Meat 29 programmes accepted (1 multi products) Total budget: +/- 64,8 million € EU contribution: +/- 32,4 million € Third countries: Beef and pig 19 programmes accepted (10 multi products) Total budget: +/- 42,4 million € EU contribution: +/- 21,1 million €

Programmes distribution per products

Programmes distribution per Member States

Internal market promotional programmes 2007-2010 – type of action used

Third countries promotional programmes 2007-2010 – type of action used

Essential elements of a good proposal 1 Proposing associations have to be representative for the sector Detailed market analyses Practical knowledge of the markets, especially in Third Countries programmes Highly detailed description of budget and actions

Essential elements of a good proposal 2 Coherent set of actions, linked to the objectives Measurable objectives, with a clearly defined starting point for the measurements Precisely defined method of evaluation of the programme Synergy/complementarity of the programme with other initiatives in the sector, public or private

www.DISCOVERTHEORIGIN.co.uk A real « Multicountry » programme Good example of a real multicountry proposal because: actions common for all 3 MS, for all 5 types of products real partnership sharing unique message of quality, authenticity, know-how real EU dimension of programme mutual benefit for the EU Quality Systems and for the product themselves simplified management

FUTURE POLICY

Importance Globalisation – opening of markets creates opportunities and challenges Market orientation of the CAP: less public intervention on the markets (eg. Export refunds) EU is net exporter of food and foodstuffs

Objectives Raise consumer awareness on the quality of EU agricultural products Increase sales on the global markets Assist SME’s in their sales on third markets

New EU Strategy Distinction of the markets: (1) Local and regional markets (2) Internal market (3) External market EU added value

Local and regional markets Developing new marketing strategies like for instance: - direct sales - creation of farmers markets in cities - short distance selling - direct contact between farmers and consumers Tool: Rural Development

Internal Market Information campaigns on - CAP in general - Production standards (environment, food safety, animal welfare, water, climate) and quality - Nutrition Value - Fight against obesity Slogans:“Taste of Europe”, “Taste of Tradition”, “Taste of Quality”, “Know How”, “Quality of Life”

External Market Technical assistance: market analysis; analysis of consumer habits Targeting interesting markets (FTA markets, Japan, China, Russia, US) Information Promotion

Open Questions Product coverage of the new policy - status quo? - one strategy for all products? - one policy for all products Use of private brands Development of information and promotion tools (e.g.. Basket approach) Set up of multi country programmes Money

Implementation Either: direct management (eventually via an agency) Or: shared management between Commission and Member States Simplification of procedures Assistance (guidelines, workshops, exchange of best practices)

Next Steps Green Book on promotion and information before summer 2011 Communication on promotion and information before summer 2012 Legislative Proposal before end of 2012 First operational projects: 2014/2015

And until then? Improving the functioning of the current framework by: - streamlining procedures - giving more systematic assistance (templates, workshops, exchange of best practices) - encouraging multi country programmes Result: reducing the refusal rate

Thank you for your attention More information http://ec.europa.eu/agriculture/prom Thank you for your attention