Promotion of Agricultural Products

Irish producer associations and trade groups can seek funding to promote their products under an EU agri-marketing scheme. The scheme is aimed at opening up new markets and diversifying trading partners.

The scheme provides funding for two types of initiative:

• simple programmes are submitted by one or more proposing organisations from one EU State - the destination market is the proposing state and at least one other
• multi programmes are submitted by at least two proposing organisations which are from at least two EU states or one or more Union organisations

Eligible products and schemes include:

• products in this EU list excluding tobacco
• products in this additional list which includes beer and chocolate
• 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.

A programme may be proposed by:

• trade or inter-trade organisations of the Union or established in the member state
• groups, representative of Geographical Indication names protected under EU regulations
• groducer organisation or an association of producer organisations
• agri-food sector bodies with a clearly defined public service mission to promote agricultural produce

Programme content should provide information on the quality, health value and food safety of the product concerned. It must not duplicate similar measures already being implemented but it may supplement them.

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 member state under EU financial assistance

Messages must be positive and take account of the specific nature of consumption in the different markets.

2025 Calls for Proposals for the Promotion of Agricultural Products

The 2025 Calls for Promotion Campaigns for EU agricultural products under the EU Promotion Regulations were published by the European Commission on 22nd January 2025.

As in 2024, they focus on promoting products and methods that support the aims of the Green Deal including organic products, fruit and vegetables and sustainable agriculture. A total of €132 million dedicated to the co-financing of promotion programmes will be selected from the responses to these calls. The rest of the funding will support EU own initiatives.

This is a competitive fund with EU co-financing of 70-85% available for high scoring proposals for projects aimed at finding new markets and promoting EU agri-food products on either third country markets or within the EU. The Commission also wants the campaigns to stress the high safety and quality standards of EU agri-food products, their diversity and traditional aspects.

The calls are open to a wide range of bodies, such as trade bodies, producer organisations & agri-food groups responsible for promotion activities.

Applications should be submitted by 23rd April 2025 directly to REA, the EU agency in charge of the call via the dedicated portal.

Following evaluation by REA, a Commission decision will be taken in Autumn 2025 on proposals to be funded.

Detailed information is available on: Calls for proposals - Promotion of agricultural products - European Commission (europa.eu)

Applications should be submitted directly to the European Commission. The assessment and selection of programmes will take place in one phase in the Commission. The 2024 deadline for applications was 14th May 2024. Results will issue in October 2024 and programmes to commence in 2025. The next call for proposals will issue in early 2025.

For further information contact: