The European Commission has launched a series of calls for proposals for 2026 to support campaigns and events promoting sustainable, high-quality agri-food products in the European Union and around the world. Up to €160 million will be made available through grants to co-finance programmes proposed by producer groups and other agri-food trade bodies, both in the EU internal market and in key non-EU markets with strong growth potential, such as the United Kingdom, Japan, South Korea, China, Singapore and North America.

The calls for proposals are part of the 2026 promotion policy work programme, under which the Commission will allocate €205 million to co-finance activities promoting EU agri-food products, the largest allocation ever dedicated to improving consumer awareness of European agricultural products and quality schemes. These actions are carried out under the slogan “Enjoy it, it's European!”, which aims to raise consumer awareness of the quality of EU products and reward EU farmers and agri-food businesses for their efforts in meeting strict environmental and safety standards.