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Scheme for the Promotion of Agricultural Products


A new EU Promotion Policy for Agri-Food Products came into effect on 1st December 2015 following the adoption of Regulation (EU) No 1144/2014. This promotion policy, which benefits from a more substantial budget (€61 million in 2013 to €200 million in 2019), is intended to act as key for opening up new markets and to diversify trading partners.

Types of programmes

Simple programmes

Programmes submitted by one or more proposing organisations, from one Member State with destination market the proposing Member State and at least one other. These programmes will be managed by the Member State.

Multi programmes:

Programmes submitted by at least two proposing organisations which are from at least two Member States or one or more Union organisations. These programmes will be managed by an The Consumers, health, Agriculture and Food Executive Agency (CHAFEA), on behalf of the Commission

Eligible products and schemes

  • Annex 1 to TFEU, excluding tobacco (pdf 484Kb) 
  • Annex 1 to 1144/2014 (pdf 41Kb) 
  • Spirit drinks with PGI
  • Fisheries products if associated to another product
  • Wine associated to another product
  • National quality schemes
  • It is possible to display Brands and Origin under strict conditions.

Who can apply (doc 75Kb) 

A programme may be proposed by:

  • Trade or inter-trade organisations of the Union or established in the MS
  • Groups, representative of G.I. names protected under Reg 1151/2012 (EU Quality schemes)
  • Producer organisation or an association of producer organisations
  • Agri-food sector bodies; the objective and activity of which is to provide information on, and to promote, agricultural products and which have been entrusted by the MS concerned, with a clearly defined public service mission in this area; those bodies must have been legally established in the MS at least 2 years prior to date of the call for proposals.

How to apply

Applications should be submitted directly to the Commission. The assessment and selection of programmes will take place at one phase in the Commission.

2017 applications must be submitted to CHAFEA by 20th April 2017.

Presentation of programmes

Programmes must be submitted to the Commission in the application form (which will be provided by the Commission). A programme means a coherent set of operations of a scope that is sufficient to contribute towards improving information about, and sales of products concerned and shall include at least:

  • a detailed description of the promotion/information measures planned
  • the anticipated results of the programme
  • a clear details estimate of the project cost of each measure included in the programme
  • the time limits for implementation and the timetable for the various measures

Programme Content

  • Shall provide information of the intrinsic characteristics – quality, nutritional and health value, food safety – of the product concerned
  • Must not duplicate similar measures already being implemented, buy may, where applicable, supplement them.
  • Messages must be positive and take account of the specific nature of consumption on the different markets.

Selection of Implementing Body (for simple programmes)

For the purposes of implementing the programme, the proposing organisation may select one or more bodies by a competitive procedure validated by the Department. Subject to the conditions in Article 13 (2) of Regulation 1144/2014, a proposing organisation may implement certain parts of the programme. The proposal should include full particulars of the tender process and the criteria used by the proposing organisation to select the implementing body. The implementing body selected must have the necessary financial and technical resources to ensure that the measures are implemented in the most effective manner.


Subject to approval, the Commission will finance the programmes as follows:

  • 70% for simple programmes;
  • 80% for multi programmes and third countries;
  • 85% for crisis programmes;
  • 90% for beneficiaries from MS under EU financial assistance


The programme should be implemented over a period of at least one year but no more than three years.

Selection criteria

Programmes are subject to an evaluation and selection process carried out by the EU Commission. Programmes will be adjudicated by reference to:

  • Compliance with the regulations
  • Value for money
  • Consistency between the strategies proposed and the objectives set
  • Quality of the proposed measures
  • Likely impact and success in increasing demand for the products concerned
  • Assurance that the proposing organisations are effective and representative

Tax Clearance

Programmes will only be considered from organisations that are in a position to provide a copy of a current tax clearance certificate.


All programme costs must be included not of VAT. The EU will not co-finance VAT costs.

Contracts and the Provisions of Securities (for simple programmes)

Successful applicants will be required to conclude a contract with the Department within 90 days of receiving approval from the Commission. A model contract will be provided by the Commission. Contracts may not be concluded until a security is lodged in favour of the Member State.

Within 30 days of the contract being signed, the contracting organisation may apply for an advance payment, on condition that the proposing organisation has lodged a security equal to the amount of that advance. The Advance payment should not be more that 20% of the maximum Union financial contribution

Other Conditions

  • The European Commission has developed an obligatory common signature for programmes which aims to communicate EU added value to the promotion of agricultural produce. The ‘Enjoy its form Europe’ signature (above) will provide all communication actions with a common denominator.
  • A unique bank account must be opened and used exclusively for all financial transactions
  • Payments will be made in accordance with Articles 15 – 19 of Regulation 1144/2014
  • Interim reports on the implementation of the contract must be submitted to the Department
  • An external evaluation report on results obtained must also be submitted.

Multi programmes will be managed by the Commission (via the CHAFEA executive agency)


                                             Annual Work Programme  -  2017

Amount foreseen

Action - 1 Simple programmes – Information and promotion measures for the Internal Market


Topic 1 - Information and promotion programmes aiming at increasing the awareness and recognition of Union quality schemes as defined in Article 5(4)a, b and c of Regulation (EU) 1144/2014


Topic 2 - Information and promotion programmes aiming at highlighting the specific features of agricultural methods in the Union and the characteristics of European agricultural and food products


Action 2 - Simple programmes - in Third countries


Topic 3 - Information and promotion programmes targeting China (incl. Hong Kong and Macao), Japan, South Korea & customs territory of Taiwan, South East Asia, India


Topic 4 – Information and promotion programmes targeting US, Canada, Mexico


Topic 5 – Africa, Middle East and Turkey


Topic 6 – other geographical areas than those included under 3 – 5 (e.g. 

  • Central, South America, Caribbean
  • Eastern  Europe and central Asia
  • Oceania, EFTA, neighbourhood)


Topic 7 – Programmes on dairy and pork targeting any third country


Topic 8 – Information and promotion programmes on beef products targeting any third country


Actions in case of serious market disturbance, loss of consumer confidence or other specific problems with an additional all for proposals via simple programmes


Total Simple Programmes


Action 3: Multi Programmes in the Internal Market: Topic A: Programmes increasing the awareness of sustainable agriculture and the role of agriculture for climate action


Action 4: Multi Programmes in the internal market/third countries


Topic B: Information on EU quality schemes  €15.05M
Topic C: Programmes highlighting the specific features of agricultural methods in the Union and the characteristics of EU agrifood products  €12.9M

Total €111M

Further information including the new EU Regulations on:  

Current EU Co-Funded Programmes (under Council Regulation (EC) No. 501/2008)


Food Industry Development Division
January 2017