CAP:re:turn to the future

Towards a new European agricultural and agri-food product promotion policy

21.11.13 | News

The European Commission today presented a draft reform of the information and promotion policy for European agricultural and food products. This new promotion policy, which benefits from a more substantial budget and will in the future be supported by a European executive agency, is intended to act as key for opening up new markets. With the slogan 'Enjoy, it´s from Europe', the policy aims to help the sector's professionals break into international markets and make consumers more aware of the efforts made by European farmers to provide quality products, based on a genuine strategy established at European level, Rapid reports.

“In a world in which consumers are increasingly aware of the safety, quality and sustainability of food production methods, European farmers and small or medium sized enterprises are in a position of strength. The European agricultural and agri-food sector is well known for the unrivalled quality of its products and its compliance with standards that are unmatched anywhere else in the world. With over EUR 110 billion worth of exports already, this is a formidable asset for boosting growth and employment within the European Union” commented Dacian Cioloş, Commissioner for Agriculture and Rural Development.

This proposal follows on from a wide-ranging debate, ongoing since 2011, on a Green Paper (IP/11/885), which was followed by a Communication (IP/12/332). The proposal will now be submitted to the European Parliament and to the Council. The main elements set out in this reform are: