European Commission targets human and planetary health with agri-food promotion budget

20 Dec 2023 --- The European Commission has revealed it will allocate €185.9 million (∼US$204 million) next year on promotional activities that bring focus on the quality and sustainability of EU agri-food products. The program is designed to foster new market opportunities for EU farmers and the broader food industry, both domestically and internationally.

The comprehensive strategy considers market analyses and input from stakeholders, focusing on sustainable production and consumption in the challenging economic landscape. 

The amounts available for campaigns selected in 2024 are split between promotion in the EU internal market and third countries, which are allocated €81.3 million (∼US$89 million) and €85.1 million (∼US$94 million) respectively. Key international target markets include China, Japan, South Korea, Singapore and North America. The UK remains one of the main export markets, absorbing over 20% of EU27 exports.

The European Commission co-funds up to 80% of the selected projects submitted by private operators. It also runs its own communication campaigns in third countries, involving activities such as trade fair participation, business delegations and market entry handbook development for exporters.

Eco-friendly agri-food systems
In line with environmental and agricultural sustainability goals, €62 million (∼US$68 million) will specifically support promotion campaigns for sustainably produced agri-food products, including a substantial €42 million (∼US$46 million) for organic products. 

Meanwhile, the EU regulation on deforestation-free supply chains entered into force this year to combat deforestation and shift environmentally damaging activities.

Emphasizing the reduction of pesticides dependency, antimicrobials and environmental pollutants, these campaigns next year aim to boost recognition of the EU organic logo among European consumers.

One notable objective is to raise awareness of the EU’s quality schemes, protecting over 3,500 agri-food products and beverages. These schemes, including Protected Designation of Origin, Protected Geographical Indication and Traditional Specialty Guaranteed, assure consumers of authenticity while preserving the EU’s cultural and culinary heritage.A sustainable food system is at the heart of the European Green Deal.

Cultivating health: prioritizing fruit and vegetables
Fruit and vegetables, components of a balanced diet, continue to be a focal point in the EU’s promotion policy. The 2024 work program allocates more than €18 million (∼US$20 million) to promote fresh produce, emphasizing adherence to the dietary guidelines of the targeted member states. 

Previous reviews indicate that between 19% and 30% of the European Commission’s annual promotion policy budget from 2016 to 2019 benefited fruit and vegetable campaigns, underlining their importance in promoting healthy eating habits.

This year, more than half of Europeans were found to be actively reducing their meat consumption. Europe is at the forefront of embracing the flexitarian diet, particularly among the younger generations. This shift is driving a noticeable surge in demand for fruit and vegetables as they become the staple of plant-based meals preferred by consumers.

By Sichong Wang