1. Technical Assistance for Development of a Strategy for Alignment with
Common Market Organisation (CMO) Requirements
TR2014/AG/10-A1-01/001
This Project is co-financed by the European Union and the Republic of Turkey
GENERAL CHARACTERISTICS AND EVALUATION OF THE EU PROMOTIONAL POLICY Dariusz Goszczyński Expert on training in the area of CMO
Ankara, 2 May, 2018

2. COUNCIL CONCLUSIONS ON THE FUTURE OF AGRICULTURAL PROMOTION POLICY Brussels, 15 and 16 December 2011
Important tool in ensuring the competitiveness of EU farming and food processing
EU promotion policy serves as the basic objectives of EU interests, complementing the primary role of private industry in promoting its own products
Recognises that the positive effects of promotion policy should be further strengthened, while acknowledging at the same time that the system needs some improvements, clarification and simplification

3. COUNCIL CONCLUSIONS ON THE FUTURE OF AGRICULTURAL PROMOTION POLICY Brussels, 15 and 16 December 2011
Financial resources which are commensurate with its objectives
Promotion actions should also be carried out to promote the potential of local farming and short-chain distribution
Underlines the necessity of having a policy targeted at EU added-value actions
Recognises the need for an attractive policy with increased emphasis on third countries

4. COUNCIL CONCLUSIONS ON THE FUTURE OF AGRICULTURAL PROMOTION POLICY Brussels, 15 and 16 December 2011
Notes the importance of parallel diplomatic and trade policy activity to secure access to third country markets
Acknowledges the need to simplify and improve the current policy framework
Encourages the Commission in its ongoing work to explore all possible ways of achieving the objectives, notably by:
providing consumers with better access to information on quality systems, such as PDO, PGI and organic farming,
making promotion policy responsive to crisis management
improving and streamlining multi-country and multi-product programmes, particularly as an important tool in external markets

5. CHALLENGES Increased pressure on the EU agricultural sector
Increased liberalisation of trade (FTAs)
Increased globalisation of the world economy
Promotion policies of EU competitors

6. CHALLENGES Abolition of export refunds
Gradual increase of agricultural prices/steep
Stricter production standards
Strengthened requirements related to environment and climate change
Only 14% of Europeans recognise the signs PDO / PGI

7. EU PROMOTION POLICY
Clear priorities determined each year - work program
Increasing the number of promotional campaigns in third country markets
Closer cooperation between operators from different Member States, through programs involving a number of countries (the programs "multi")
Very beneficial EU co-financing rates

8. EU PROMOTION POLICY The objectives of the promotion measures:
Increase awareness of the merits of Union agricultural products and of the high standards applicable to the production methods in the Union;
Increase the competitiveness and consumption of Union agricultural products and certain food products and raise their profile both inside and outside the Union;
Increase the awareness and recognition of Union quality schemes;
Increase the market share of Union agricultural products and certain food products, specifically focusing on those markets in third countries that have the highest growth potential;
Restore normal market conditions in the event of serious market disturbance, loss of consumer confidence or other specific problems.

9. ELIGIBLE PRODUCTS AND SCHEMES
All agricultural products listed in Annex I to the TFEU, excluding tobacco
Open to certain processed products listed in Annex (beer, chocolate, pasta, sweet corn, cotton...)
Spirits with a Protected Geographical Indication
The Commission is empowered to adopt, in order to take account of market developments, delegated acts, supplementing the list in Annex by adding food products

10. ELIGIBLE PRODUCTS AND SCHEMES
Wine
The information provision and promotion measures may only cover wine with designation of origin or protected geographical indication status
Wine carrying an indication of the wine grape variety
In the case of simple programmes - the programme in question must also cover other products

11. ELIGIBLE PRODUCTS AND SCHEMES
Spirit drinks, wine, beer
measures targeting the internal market shall be limited to:
informing consumers of the quality schemes
responsible consumption of those beverages

12. ELIGIBLE PRODUCTS AND SCHEMES
Fishery and aquaculture products
may be the subject of information provision and promotion measures only if other products are also covered by the programme in question.

13. Food quality schemes ELIGIBLE PRODUCTS AND SCHEMES
Protected Designations of Origin
Protected Geographical Indications
Traditional Speciality Guaranteed
Organic farming
Outermost regions of the Union

14. CHARACTERISTICS OF THE MEASURES
Information provision and promotion measures shall not be brand-oriented
Nevertheless, it is possible for commercial brands to be visible during demonstrations or tastings and on information and promotional material
The principle of non-discrimination shall apply
Equal treatment and access for all brands of the proposing organisations and equal treatment for Member States

15. CHARACTERISTICS OF THE MEASURES
Information provision and promotion measures shall not be brand-oriented
Each brand shall be equally visible and its graphic presentation shall use a smaller format than the main Union message of the campaign.
Several brands
Except in duly justified circumstances pertaining to the specific situation of the Member States concerned.

16. CHARACTERISTICS OF THE MEASURES
Information provision and promotion measures shall not be brand-oriented
Source: European Commission

17. CHARACTERISTICS OF THE MEASURES
Information provision and promotion measures shall not be origin-oriented
Nevertheless, origin of products to be visible on information and promotional material:
in the internal market, the mention of the origin must always be secondary in relation to the main Union message of the campaign.
Source: European Commission

18. CHARACTERISTICS OF THE MEASURES
Information provision and promotion measures shall not be origin-oriented
Nevertheless, origin of products to be visible on information and promotional material:
in third countries, the mention of the origin may be on the same level as the main Union message of the campaign.
Source: European Commission

19. CHARACTERISTICS OF THE MEASURES
Information provision and promotion measures shall not be origin-oriented
Not acceptable: programmes which encourage or give preference to the purchase of domestic products
•Article 34 TFUE
•Case 249/81 Commission v Ireland [1982] ECR 4005
Source: European Commission

20. CHARACTERISTICS OF THE MEASURES
Information provision and promotion measures shall not be origin-oriented
Nevertheless, origin of products to be visible on information and promotional material:
for products recognised under the quality schemes the origin registered in the denomination may be mentioned without any restriction

21. TYPES OF ACTIONS
Information provision and promotion measures shall take the form of:
information and promotion programmes
the measures on the initiative of the Commission
Programmes shall consist of a coherent set of operations and shall be implemented over a period of at least one but not more than three years.

22. TYPES OF ACTIONS Information and promotion programmes
Simple programmes in the internal market
Simple programmes in third countries
Submitted by one or more of the proposing organisations which shall all be from the same Member State

23. TYPES OF ACTIONS Information and promotion programmes
Multi programmes in the internal market
Multi programmes in the internal market or in third countries
Submitted by:
at least two proposing organisations, which shall all be from at least two Member States; or
one or more Union organisations

24. TYPES OF ACTIONS Measures on the initiative of the Commission
Information and promotion measures including campaigns, in the event of serious market disturbance, loss of consumer confidence or other specific problems

25. TYPES OF ACTIONS Measures on the initiative of the Commission
high-level missions,
participation in trade fairs and exhibitions of international importance by means of stands,
operations aimed at enhancing the image of Union products.

26. TYPES OF ACTIONS Measures on the initiative of the Commission
Technical support services, in particular with a view to:
encouraging awareness of different markets, including by means of exploratory business meetings;
maintaining a dynamic professional network around information and promotion policy, including providing advice to the sector with regard to the threat of imitation and counterfeit products in third countries; and
improving knowledge of Union rules concerning programme development and implementation.

27. PROHIBITION ON DOUBLE FUNDING
Information provision and promotion measures shall not be the subject of any other financing under the Union’s budget.

28. STATISTICS 2017

29. STATISTICS 2017

30. CONCLUSIONS

31. CONCLUSIONS

32. CONCLUSIONS

33. CONCLUSIONS

34. SUGGESTIONS FOR THE IMPLEMENTATION AND DEVELOPMENT OF PROMOTIONAL POLICY
Well-prepared strategy
Ensuring adequate budgetary resources
Activities that integrate entrepreneurs
Communication strategy - implementation of the umbrella logo

35. Thank you for your attention
Dariusz Goszczyński

36. This publication has been produced with the financial assistance of the European Union
The contents of this publication is the sole responsibility of NIRAS IC Sp. z o.o. and can in no way be taken to reflect the views of the European Union