2. EU AGRI POLICIES
The well-known CAP, now over 50 and recently reformed
1000s of Geographical Indications (quality schemes)
The common EU logo for Organic Products since 2012
and renewal of the Organic Regulation
Rural Development Fund and networks and..
Reg 1144/2014 to promote European agri-foods worldwide
3. DEFENDING QUALITY
The Commission amended the 2008 Regulation, which now aims to:
- Enhance the competitiveness of the agri sector
- Increase consumer awareness on the merits of EU´s production methods
and quality schemes
- Consolidate the success of EU exports
- Emphasize authenticity in the light of counterfeits
(The EC defends our geographical indications all over the world)
4. RECORD ACHIEVEMENTS
From net importer with a deficit of €2.5 billion in 2009 the EU28´s agri-food
exports reached €120 billion in 2014, the EU the world's number one food
exporter, mostly of f high-value products.
Growth in demand is driven by emerging economies and third countries.
The EU focus on quality, safety, traceability, animal welfare and
environmental protection has proven very successful worldwide.
6. Reg.1144/2014
-Total yearly budget will increase from 60 to 200 Million € until 2020;
financing rate is 70% for Internal, 80% for Third Country markets up to 3 years
- Applications are sent directly to Exec Agency CHAFEA; in case of Multi
Programmes, CHAFEA is the sole point of contact
- Winning is based on scores (threshold is 62/100) via evaluations of 3 external
experts who then meet to write the Consensus Report
- Manufacturers of foods such as pasta, rice, biscuits, beer, wine, chocolate,
are now eligible and allowed to place their brand in the communication
The new Regulation entails several new elements:
7. Reg.1144/2014
- In January 2 Calls are launched, for Simple (one Member State) and Multi
Programmes (more than one MS). Deadline: end of April
- They include various thematic priorities and geographical areas according
to the EC Work Programme.
- Eligible are: producers associations, consortia, trade organizations, agri-
- chambers representing at least 50% of their product/sector or
recognized by the Member State
- Activities include ad campaigns, trade fairs, social media, pr and press trips,
POS promotions, workshops, travel and rental costs
8. the 2016 calls
- Total applications received for Single Programmes: 199. Winners: 60.
42 were ineligible, 52 below threshold
- Highest nr. of applications from Italy (45) and Greece (31) Spain (22) , France
(17). But: only 2 from Germany, 1 from Romania/Slovakia/Hungary, 0 from S
Sweden and Luxembourg.
- Budget available was 97 million, but requested were 310
Themes were mostly EU Quality Schemes (but organic played a minor role)
- Lion´s share (42%) were F&V, followed by meat (30%), dairy (29%)
- Total
applications
for
Multi
Programmes:
27.
Budget
requested
116,
available
14,3-‐-‐-‐
We
are
awaiting
the
list
of
winners…
SOME STATISTICS
9. the 2016 calls
- Although budget has increased, so have applications. They will continue
to do so: a competitive procedure, albeit with a 30% success rate
- High nr of ineligible proposals means that formal and admin aspects are
crucial: if ineligible (part A) , proposal is not even evaluated
- Some areas (USA, and China) were heavily over-, yet others like Africa,
the Caribbean, were under- subscribed: choosing new markets is smart!
- Joining big associations and forming large ones is rewarding: most win
- The system encourages several applications in different topics: some won
4 or 5 programmes within the same time frame.
OUR REMARKS
10. the 2017 calls
- Published 12.1.17. deadline 20.4. 85 million for Single, 43 for Multi
Programmes with 8 thematic priorities, including quality schemes,
4 macro-areas, dedicated budgets for dairy, pork and beef. The Multi
includes products issued from sustainable agriculture: we
would encourage submitting several proposals.
- 3 months may seem long, yet are barely enough to look for
partners, identify markets, plan budget, activities, fill in the admin …
- We recommend using the Q&A in order to minimize risks, and seek legal
advice in case of new producers´organisations
OUR RECOS
11. the 2017 calls
- Organisations and companies already active in international export
and promotion are ideally suited. The proposal is basically a sound
marketing plan
- Own resources are needed: HR but also funds, experience and know-how
- But also: focus, patience, resilience, motivation and flexibility
- In case of first time failure, the evaluation should help to succeed next time
- PREPARING AHEAD IS THE BASIS OF SUCCES
OUR RECOS
13. Case-history di successo
concluding remarks
The EU offers great opportunities for all.
Our agency can support you thanks to our long-standing
experience in international marketing and EU Project
management
Contact us at: cz@comunicazione-europe.net
