The European Commission will allocate €185.9 million in 2024 to fund promotion activities for sustainable and high-quality EU agri-food products at home and abroad. The 2024 promotion policy work programme adopted by the Commission aims to develop new market opportunities, while taking into account the political priorities, analysis of projected exports to existing and emerging markets, as well as contributions from stakeholders.
Promotion campaigns about EU farm products should be designed to open up new market opportunities for EU farmers and the wider EU food industry, as well as to help them secure their existing business. In addition to increasing sustainable production and consumption of agricultural products, the promotion policy also supports the sustainable recovery of the EU agri-food sector in a challenging economic context.
The amounts available for campaigns selected in 2024 are split between promotion in the EU internal market and in third countries, with €81.3 million and €85.1 million respectively. Outside the EU, countries and regions with high growth potential are identified as main promotion targets. This includes China, Japan, South Korea, Singapore, and North America. The United Kingdom remains one of the main export markets for EU agri-food products, absorbing more than 20% of EU27 exports.