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The European Commission launched the calls for proposals for European agri-food promotion programmes, in the EU and abroad. For 2020, a total budget of €200.9 million is allocated to the promotion of EU agri-food products at home and abroad.


A wide range of organisations, such as trade organisations, producer organisations and agri-food bodies responsible for promotion activities are eligible to apply for funding through the calls for proposals. Proposals should be submitted by 15 April 2020.

In order to help organisation complete a viable proposal the EU will organise an information day on January 30th, in Brussels. This day is open to all potential beneficiaries, advertising agencies, and national authorities.

The Commission will assess the proposals and announce the beneficiaries in the autumn.


Out of the total budget, €181.4 million is dedicated to the co-financing of promotion programmes that will be selected among the proposals following the calls. €118.4 million is allocated to promotion programmes in countries outside the EU. This includes those with high growth potential such as Korea, Japan, Mexico, USA and China. The selected programmes are expected to boost competitiveness and consumption of EU agri-food products across the globe.

Programmes should also inform EU and global consumers of the various EU quality schemes such as geographical indications or organic products. They can also promote the EU’s high safety and quality standards as well as the diversity and authenticity of European products.

Inside the EU, €8 million is earmarked for fresh fruit and vegetables, aiming at increasing their consumption within the context of a balanced and healthy diet.


EU promotion policy for agri-food products aims to help the sector take advantage of the expanding and increasingly dynamic global agri-food market, raise awareness on quality schemes including organic produce and help producers should they face market disturbances.

Included in the total budget, €10 million is kept aside (€5 million for simple programmes and €5 million for multi programmes) in case of serious market disturbance.

An additional €9.5 million is set aside for the Commission’s own initiatives. Those include participation in fairs and communication campaigns, as well as diplomatic offensives led by the agriculture and rural development European Commissioner and accompanied by a business delegation.

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