Brussels, 21/11/2013 (Agence Europe) - On Thursday 21 November, the European Commission adopted proposals to reform the information and promotion policy for European agricultural and food products (see also the Europe Debates section and EUROPE 10922). This new promotion policy - which will enjoy an increased budget and, eventually, the support of an executive European agency - aims to be a tool to win markets.
Under the slogan “Enjoy, it's from Europe”, this strategy aims to help professionals in the sector to go international and to increase awareness among consumers about efforts made to ensure product quality, on the basis of a dedicated strategy laid down at European level.
The main elements proposed under this reform are:
1. A significant increase in aid for information and promotion activities. European aid will rise from €61 million in the 2013 budget to €200 million in 2020.
2. The creation of a European promotion strategy, which will allow for promotion measures to be more targeted. This strategy should lead to: - an increase in the number of programmes aimed at third countries and multi-country programmes (programmes represented by organisations from several member states) through a higher co-financing rate for these two categories: 60% of EU co-financing instead of 50% currently; - on the internal market, overcoming consumers' lack of awareness about the merits of European agricultural products in general and products endorsed by European quality systems in particular.
3. A widening of the scope of measures with: - the possibility for labelling to specify the origin of products and their brand names; - an extension of the range of beneficiaries to include producer organisations; - extending the range of products eligible for inclusion under European quality systems, particularly to processed foods, such as pasta.
4. Simplification of administrative procedures, with selection henceforth taking place in one phase at the Commission, rather than in two phases as is currently the case (member state and then European Commission);
5. Facilitated management of programmes developed jointly by organisations from several member states, via a one-stop shop at the Commission. (LC/transl.fl)