On the implementation of the EU agri-food promotion policy
A-10-2026-0269
Committee on Agriculture and Rural Development · Rapporteur: Salvatore De Meo
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Parliament's resolution on implementing the EU agri-food promotion policy reviews how the scheme works and sets out recommendations to the Commission and member states.¶¶ It asks for funding to be kept at least at the 2026 level, for multi and simple programmes to be supported, and for simpler, more flexible rules for small and medium-sized enterprises (SMEs).¶¶¶ It calls for geographical indications (GIs) to stay a budget priority, for promotion to be linked to the 'Buy European Food' campaign, and for no product categories to be excluded.¶¶ It asks for more flexible programme management, better evaluation indicators, and targeted support for rural, mountain and outermost regions, including making wool eligible.¶¶¶
Committee position. The rapporteur proposes that Parliament call for an ambitious promotion budget, simpler and more flexible procedures for SMEs, flexible redirection of programmes, continued priority for geographical indications, and equal treatment of all product categories.¶¶¶
Key points
- Calls for an ambitious promotion budget, at least at the 2026 level, and opposes the reduction proposed in the Commission's draft budget for 2027.¶
- Wants funding to be transferable between programmes and sectors to match operators' needs, without harming stability, predictability or transparency.¶
- Asks for targeted help for SMEs, producer organisations, cooperatives and micro farms: more frequent payments, flexible co-financing and higher pre-financing thresholds.¶
- Calls for simplified application and reporting, technical assistance, user-friendly digital tools and a guide on best marketing practices.¶
- Wants resources for marketing exported products in third countries, highlighting EU production standards, and support for small producers at agri-food fairs.¶
- Calls for modern, digital promotion tools based on consumer demand analysis, and a rapid response mechanism for serious market disruption.¶¶
- Asks the Commission to help member states and regions that underuse the funds, publish participation data, and consider flexibilities for fragmented small-farm sectors.¶
- Links promotion to the 'Buy European Food' campaign, calls for progress on origin labelling and for part of the budget to support affordability of EU-produced food.¶¶
- Opposes new eligibility criteria or exclusions of product categories, and stresses equal treatment of all eligible sectors, including wines and red meats.¶
- Encourages relaxing restrictions on national origin marking alongside the EU message, and promoting outermost-region products through their graphic symbol.¶
- Calls for flexibility to redirect programmes to other markets for justified reasons, and for strategic prioritisation of target markets.¶¶
- Asks for harmonised impact indicators, common evaluation guidelines, transparency of co-funded campaigns and action against counterfeiting and misuse of EU quality names.¶¶
Who is affected
- Small and medium-sized enterprises and micro farms: simplified procedures, targeted support and easier access to promotion funding.¶¶
- Producers of geographical indication products: support kept as a budget priority and better recognition of PDO, PGI and TSG logos.¶¶
- Operators in mountainous, island, eastern border and outermost regions: dedicated instruments and tailored calls.¶¶
- The Commission: asked to assess rules, publish data, simplify procedures and consider a rapid response mechanism.¶¶¶
- The sheep farming sector: wool proposed as an eligible product for promotion.¶
Figures and deadlines
- EUR 132 million: promotion policy budget for 2025.¶
- EUR 205 million: promotion policy budget for 2026.
- Approximately EUR 40 million: funding for multi programmes in 2025.¶
- 18 %: European consumers recognising the PDO logo, per Special Eurobarometer 556.¶
- 24 %: European consumers recognising the PGI logo.
- 19 %: European consumers recognising the TSG logo.