Post on 14-Jan-2016
description
EU Support to Promotion of Agricultural Products
Today and TomorrowVlassios Sfyroeras
European Commission
Promotion of Agricultural ProductsBrussels 1st April 2011
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THE SITUATION TODAY
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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
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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)
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Council Regulation 3/2008
Implementation rules laid down by Commission Regulation 501/2008
Legal Basis
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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 €
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Programmes distribution per productsAdopted programmes 2000-2010
0%
5%
10%
15%
20%
25%
FRESH F&V
DAIRY
PDOPGITSG
Mult
i pro
duct
s
ORGANIC
WIN
ES
MEAT
OLIVE
HORTIC
PROC. F&V
ULTRAP
POULTRY
SPIRIT
EGGS
Seed
oils
Q. POULT
RY
HONEY
FLAX
% number
% cofinancing budget
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Programmes distribution per Member States
Adopted programmes 2000-2010
0%
5%
10%
15%
20%
25%
IT MultiMS
FR GR ES DE NL PT PL AT GB BE CY DK FI SE IE LT HU SI SK BG LV CZ LU MT EE
% number% cofinancing budget
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Internal market promotional programmes 2007-2010 – type of action used
1%8%
9%11%
32%
33%41%
44%46%
53%58%
59%
70%83%
83%87%
90%
Cinema commercialsRoadshows
Promotional dress-up
Thematic dinnersDVD-CD rom/movies
Radio campaignPrizes/games
Newsletters/press releases
Seminars/conferencesTV campaign
In-store promotion/POS promotionFairs/exhibitions/public events
Magazines/NewspapersPrint adevrtising
Information guides/brochures
Cooperation with influencers/contact with professionalsWebsite
% of programmes
10
Third countries promotional programmes 2007-2010 – type of action used
3%
6%
6%
16%
19%
21%
27%
30%
31%
62%
73%
75%
76%
77%
92%
92%
94%
Promotional dress-up
Roadshows
Cinema commercials
Radio campaign
Prizes/Games
Thematic dinners
Newsletters/Press releases
DVD-CD/movies
TV campaign
In-store promotion/POS promotion
Website
Seminars/conferences
Magazines/newspapers
Print advertising
Cooperation with influencers/Contacts with professionals
Fairs/exhibitiions/public events
Information guides/brochures
% of programmes
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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
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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
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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
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FUTURE POLICY
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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
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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
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New EU Strategy
• Distinction of the markets:
(1) Local and regional markets
(2) Internal market
(3) External market
• EU added value
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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
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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”
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External Market
• Technical assistance: market analysis; analysis of consumer habits
• Targeting interesting markets (FTA markets, Japan, China, Russia, US)
• Information
• Promotion
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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
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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)
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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
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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
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More information
• http://ec.europa.eu/agriculture/prom
Thank you for your attention