1. 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

2. THE SITUATION TODAY

3. 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

4. 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)

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

6. 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 €

7. Programmes distribution per products

8. Programmes distribution per Member States

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

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

11. 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

12. 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

13. 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

14. FUTURE POLICY

15. 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

16. 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

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

18. 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

19. 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”

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

21. 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

22. 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)

23. 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

24. 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

25. Thank you for your attention
More information
Thank you for your attention