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EU Support to Promotion of Agricultural Products Today and Tomorrow Vlassios Sfyroeras European Commission. Promotion of Agricultural Products Brussels 1st April 2011. THE SITUATION TODAY. What?. The co-financing of Information and promotion programmes for :

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slide1
EU Support to Promotion of Agricultural Products

Today and Tomorrow

Vlassios Sfyroeras

European Commission

Promotion of Agricultural Products

Brussels 1st April 2011

slide3
What?
  • The co-financing of Information and promotion programmes for :
    • agricultural products and their method of production
    • food products based on agricultural products

Where?

  • on the internal market
  • on third country markets
goals
Goals
  • achieve market development
  • boost product image in the eyes of consumers
  • supplement and reinforce Member States schemes (multiplier effect on national and private initiatives)
slide5

Legal Basis

  • Council Regulation 3/2008
  • Implementation rules laid down by Commission Regulation 501/2008
some statistics 2000 2010
Some statistics:2000-2010
  • Internal market: Quality Meat
  • 29 programmes accepted (1 multi products)
  • Total budget: +/- 64,8 million €
  • EU contribution: +/- 32,4 million €
  • Third countries: Beef and pig
  • 19 programmes accepted (10 multi products)
  • Total budget: +/- 42,4 million €
  • EU contribution: +/- 21,1 million €
essential elements of a good proposal 1
Essential elements of a good proposal 1
  • Proposing associations have to be representative for the sector
  • Detailed market analyses
  • Practical knowledge of the markets, especially in Third Countries programmes
  • Highly detailed description of budget and actions
essential elements of a good proposal 2
Essential elements of a good proposal 2
  • Coherent set of actions, linked to the objectives
  • Measurable objectives, with a clearly defined starting point for the measurements
  • Precisely defined method of evaluation of the programme
  • Synergy/complementarity of the programme with other initiatives in the sector, public or private
www discovertheorigin co uk a real multicountry programme
www.DISCOVERTHEORIGIN.co.uk A real « Multicountry » programme

Good example of a real multicountry proposal because:

  • actions common for all 3 MS, for all 5 types of products
  • real partnership sharing unique message of quality, authenticity, know-how
  • real EU dimension of programme
  • mutual benefit for the EU Quality Systems and for the product themselves
  • simplified management
importance
Importance
  • Globalisation – opening of markets creates opportunities and challenges
  • Market orientation of the CAP: less public intervention on the markets (eg. Export refunds)
  • EU is net exporter of food and foodstuffs
objectives
Objectives
  • Raise consumer awareness on the quality of EU agricultural products
  • Increase sales on the global markets
  • Assist SME’s in their sales on third markets
new eu strategy
New EU Strategy
  • Distinction of the markets:

(1) Local and regional markets

(2) Internal market

(3) External market

  • EU added value
local and regional markets
Local and regional markets
  • Developing new marketing strategies like for instance:

- direct sales

- creation of farmers markets in cities

- short distance selling

- direct contact between farmers and consumers

  • Tool: Rural Development
internal market
Internal Market
  • Information campaigns on

- CAP in general

- Production standards (environment, food safety, animal welfare, water, climate) and quality

- Nutrition Value

- Fight against obesity

  • Slogans:“Taste of Europe”, “Taste of Tradition”, “Taste of Quality”, “Know How”, “Quality of Life”
external market
External Market
  • Technical assistance: market analysis; analysis of consumer habits
  • Targeting interesting markets (FTA markets, Japan, China, Russia, US)
  • Information
  • Promotion
open questions
Open Questions
  • Product coverage of the new policy

- status quo?

- one strategy for all products?

- one policy for all products

  • Use of private brands
  • Development of information and promotion tools (e.g.. Basket approach)
  • Set up of multi country programmes
  • Money
implementation
Implementation
  • Either: direct management (eventually via an agency)
  • Or: shared management between Commission and Member States
  • Simplification of procedures
  • Assistance (guidelines, workshops, exchange of best practices)
next steps
Next Steps
  • Green Book on promotion and information before summer 2011
  • Communication on promotion and information before summer 2012
  • Legislative Proposal before end of 2012
  • First operational projects: 2014/2015
and until then
And until then?
  • Improving the functioning of the current framework by:

- streamlining procedures

- giving more systematic assistance (templates, workshops, exchange of best practices)

- encouraging multi country programmes

  • Result: reducing the refusal rate
more information
More information
  • http://ec.europa.eu/agriculture/prom

Thank you for your attention