Promoting the tastes of Europe

The European Commission has today adopted a Communication entitled ‘Promotion measures and information provision for agricultural products: a reinforced value‑added strategy for promoting the tastes of Europe’. The Communication is the second stage of the promotion policy reform process launched in July 2011, which aims to make the agriculture and agri‑food sector more dynamic and more competitive and to promote sustainable, intelligent and inclusive growth.

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 Communication reflects the in‑depth consideration launched in July 2011 by the adoption of a Green Paper about the policy of information and promotion for agricultural products which was a leading initiative to strengthen the competitiveness of EU agriculture and which generated a broad public debate, as well as the information in the report on the external evaluation carried out in 2011 on the present promotion policy.

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.

Source and more info: European Union

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