The Commission will allocate €132 million in 2025 to co-fund promotion activities for sustainable and high-quality EU agri-food products in the internal market and worldwide. The 2025 promotion policy work programme adopted today by the Commission is designed to develop new market opportunities for EU farmers and the wider EU food industry, as well as to help them secure their existing business. Its priorities take into account the overarching objectives of sustainability and competitiveness, as well as food security, outlined in the Political guidelines for the Commission 2024-2029.

The adoption of the 2025 work programme also marks 10 years of EU promotion policy. Over this period, a total of more than 600 campaigns have been co-financed by the European Commission with their common signature – “Enjoy, it's from Europe”-, supporting the reputation of EU agri-food products within the Union and around the world.

The amounts available for programmes to be selected in 2025 are split between promotion in non-EU countries and in the EU internal market, with €63.4 million and €58.6 million respectively.