The EU provides matching funding towards the generic promotion of agricultural products in the internal market and in third countries. The promotion programmes can be either multi-country or single country programmes. The current EU budget is €60m per year. There are 200 such programmes running at the moment which are co financed 50% by the EU, up to a potential 30% by Member states and at least 20% from the proposing organisations (e.g. trade/intertrade organisations). Examples of current multi-country programmes in which Bord Bia is involved include Cheese (Discover Farmhouse Cheese Campaign) and Mushrooms (Just Add Mushrooms Campaign).
The European Commission launched a proposed reform of the established information and promotion regime for European agricultural and food products in November 2013. The new Regulation 1144/2014 will enter into force on 1 December, 2015.
The reform will see some changes – it aims in particular to increase the proportion of promotion campaigns destined for third-country markets and enhance the cooperation between organisations from different Member States through multi programmes. An executive agency will manage all multi programmes on behalf of the Commission with Member States retaining management of simple programmes i.e. those submitted by one or more proposing organisations, from one and the same Member State. There will be an extended scope of beneficiaries, a wider list of eligible products including processed products and the possibility to display brands and origin under strict conditions.
The reform will also involve a more efficient selection process of programmes and a simplification of the administrative procedure for multi country programmes. The budget available within the EU for promotional programmes will be increased gradually from the current level of €60m to €200m by 2019 with higher co-financing rates and an end to national co-financing. The closing date for applications will be in February each year.
For further information, contact the Food Industry Development Division in the Department of Agriculture, Food & Marine at agripromo@agriculture.gov.ie
Source: BordBia – Increasing EU Funding For Promotional Activity
