On this occasion Dacian Cioloș, Commissioner for Agriculture and Rural Development, said: ‘The European Union has a good hand to play to make its economy more dynamic and boost growth and jobs by further optimising the benefits of its agricultural and agri‑food products, both on the European market and world markets. Exports in this sector already represent more than €100 billion. In an increasingly open world, the success of European agriculture also depends on its capacity to strengthen and develop its position. This entails new ambition for our promotion policy and putting in place a real Community strategy for optimising the use of our products.’
This new ambition is expressed in the key objectives set for the future promotion policy, centred around four themes:
- real European added value;
- more attractive programmes with a bigger impact;
- simpler and more effective management;
- new synergies between the different promotion instruments.
This document opens the debate on the content of the future promotion policy at interinstitutional level. Once these discussions have been concluded, the Commission will present legislative proposals before the end of the year.