Promotion policy Info Day Portugal 28.02.2019 Lene NAESAGER Head - - PowerPoint PPT Presentation
Promotion policy Info Day Portugal 28.02.2019 Lene NAESAGER Head of Unit "External Communication and Promotion Policy" DG Agriculture and Rural Development Agenda 1.Legal basis 2.Promotion Policy: challenges, actions, procedures,
Lene NAESAGER Head of Unit "External Communication and Promotion Policy" DG Agriculture and Rural Development
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Basic act Regulation (EU) No 1144/2014 Delegated and implementing acts Commission Delegated Regulation (EU) 1829/2015 Commission Implementing Regulation (EU) 1831/2015 Annually:
OJ C 18 of 15.01.2019, p.21 for multi programmes)
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Increased pressure on the EU agricultural sector Increased cost pressure on EU farming economy Fierce competition against European agricultural products Lack of awareness of the qualities of EU agricultural products
increase of energy and fertiliser prices
environment and climate change
logos
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Information and promotion programmes : 1 to 3 years Submitted by proposing
SIMPLE programmes : one or more PO from the same MS MULTI programmes : several POs from several MS + EU
Commission initiatives : Information and promotion measures : High-level missions Participation in trade fairs Own campaigns Technical support services
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Programme directly submitted to the European Commission 1 selection per year based on priorities established in annual work programme Implementation adapted to the specificities of simple-multi programmes
CALLS FOR PROPOSALS Published by Commission SIMPLE MEMBER-STATES Shared management WORK PROGRAMME Adopted by Commission
Implementing act Examination procedure
SIMPLE SUBMISSION of programmes proposals BY proposing organisations TO Commission MULTI SELECTION By Commission MULTI COMMISSION Direct management
Implementing act Examination procedure Grants agreements
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Type of programmes Simple Multi Internal market 70% 80% External market 80% 80% In case of serious market disturbance/ loss of consumer confidence 85% 85%
National cofinancing
+ 5% for MS under financial assistance
EU cofinancing rates :
The tool to define the promotion strategy => A dynamic promotion policy With the input of the sector => A policy aligned with the needs of the sector Defines priorities with a dedicated budget => Weighted priorities but with a certain flexibility Adopted annually => Possibility to adjust it each year
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(i) increase the number of activities aimed at third countries where there is the highest potential of growth and (ii) in the internal market, inform consumers about the high standards of EU products, notably the EU quality logos
third countries, a macro-economic analysis
projected increase in imports on existing or emerging markets, as well as a policy evaluation on FTAs
from stakeholders, consulted through the Civil Dialogue Group on Quality and Promotion
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Continuity with AWP 2018 Specifities:
for simple programmes: table olives, for multi programmes: fresh fruit & vegetables, sustainably produced rice, beef and veal.
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All agricultural products covered excluding tobacco Open to certain processed products listed in Annex (beer, chocolate, pasta, sweet corn, cotton...) Spirits with a Protected Geographical Indication Wine: Simple programmes = Basket approach Multi programmes = Wine alone possible On the internal market = Information on quality schemes or responsible consumption A wider list
eligible products including processed products. Consistent with
measures and EU policy
alcohol consumption Fishery and aquaculture products : Basket approach Schemes : EU quality schemes, organic, RUP, national quality schemes
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Union message In the internal market, for schemes as referred to in Article 5(4)
to focus on the(se) scheme(s) in its main Union message one or several products can illustrate(s) the(se) scheme(s) products shall appear as a secondary message in relation to the main Union Message
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multi programmes+ Commission initiatives):
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SIMPLE PROGRAMMES Mio EUR SIMPLE PROGRAMMES in Internal Market
20 (20)
TOPIC 1. Programmes on EU Quality Schemes 12 (11) TOPIC 2. Programmes highlighting the specific features of agricultural methods in the Union and the characteristics of EU agrifood products 8 (7) SIMPLE PROGRAMMES in Third Countries
75 (75)
TOPIC 3. China, Japan, South Korea, Taiwan, South East Asia, Southern Asia 25,25 (26,25) TOPIC 4. Canada, USA, Mexico, Columbia 22 (22,5) TOPIC 5. Other geographical areas 25,25 (22,5) TOPIC 6. Table olives 2,5 (/) Market disturbance/additional call for proposals 5 (4,5) Total SIMPLE 100 (90) MULTI PROGRAMMES Mio EUR MULTI PROGRAMMES in Internal Market
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TOPIC A. Programmes highlighting the specific features of agricultural methods in the Union and the characteristics of EU agrifood products or on EU Quality Schemes 32,8 (30) TOPIC B. Healthy eating: fresh fruits and vegetables 8 (8) TOPIC C. Sustainable produced rice 2,5 (/) Multi programmes in Third countries
48,3
TOPIC D. Programmes highlighting the specific highlighting the specific features of agricultural methods in the Union and the characteristics of EU agrifood products or on EU Quality Schemes in TC 38,3 (32,1 ) TOPIC E. Beef 5 (/) Market disturbance/additional call for proposals 5 Total MULTI 91,6 (79) TOTAL SIMPLE and MULTI PROGRAMMES 191,6 (179,1) Commission own initiatives 9.5 (9,5) TOTAL PROMOTION 201,1 (188,6)
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Priorities for AWP 2019 (compared to AWP 2018)
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Stages/Deadlines Date and time or indicative period a) Publication of the call for proposals 15.01.2019 b) Deadline to submit non-IT related questions 02.04.2019 17:00 CET c) Deadline to reply to non-IT related questions 09.04.2019 17:00 CET d) Deadline for submitting applications 16.04.2019 17:00 CET e) Evaluation period April — August 2019 f) Decision by the Commission October 2019 g) Information to applicants by the Member States October 2019 h) Grant adaptation phase October 2019 — January 2020 i) Signature of the grant agreement between Member States and the beneficiaries < January 2020 j) Starting date of the action > 01.01.2020
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Stages/Deadlines Date and time or indicative period a) Publication of the call for proposals 15.01.2019 b) Deadline to submit non-IT related questions 02.04.2019 17:00 CET c) Deadline to reply to non-IT related questions 09.04.2019 17:00 CET d) Deadline for submitting applications 16.04.2019 17:00 CET e) Evaluation period April-August 2019 f) Information to applicants October 2019 g) Grant adaptation phase October 2019-January 2020 h) Signature of the grant agreement < January 2020 i) Starting date of the action
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representative of the product/sector promoted, private companies acting as co-applicants, non-EU applicants
alcoholic drinks on the internal market, contrary to Art. 5(3)(b) of
submitted
the MS of the applicant, but do not promote EU quality schemes or proper dietary practices
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No permanent support: a proposing organisation shall not receive support for information and promotion programmes on the same product or scheme, carried out in the same geographical market on more than two consecutive
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Shall be representative of the sector or product concerned Trade or inter-trade organisations at MS or EU level:
circumstances justifying treating the PO as being representative
Producer organisations: recognised by the Member State Agri-food sector body :
memberships;
confidence
What is a Trade or inter-trade organisation established in a Member State or at EU level?
Regulation (EU) NO 1308/2013, but is larger
stages of the supply chain
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Is it representative of the sector or product concerned?
volume or value of marketable production of the product(s) or sector concerned in MS or at EU level
marketable production of the product(s) with registered denomination Lower thresholds may be accepted: special circumstances to be demonstrated
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Is it representative of the sector or product concerned?
State
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Cumulative conditions need to be fulfilled:
is to provide information
and to promote, agricultural products;
defined public service mission in this area;
least two years prior to the date of the call for proposals; Is it representative?
programme among its memberships
exception: programmes carried out after a loss of consumer confidence
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Best value for money alias ‘best price-quality ratio’
appropriate for standard products and services)
defined
Conflict of interests = when shared interests influence or affect subcontract’s selection and/or implementation of the programme.
family or emotional ties or any other shared interest.
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Member States are required to establish the competitive procedure for the selection of implementing bodies in case of simple programmes by taking account that
The competitive procedure should consist of at least:
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selection of implementing bodies in case of simple programmes https://ec.europa.eu/chafea/agri/funding-opportunities/legal- framework
http://ec.europa.eu/research/participants/data/ref/h2020/grants_m anual/amga/h2020-amga_en.pdf
programmes https://ec.europa.eu/chafea/agri/funding-opportunities/simple-and- multi-programmes
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For information on different types of programmes, check the simple & multi programmes section. More details on Eligibility criteria, including the "eligibility checker" can be found in the eligibility section. Useful documents, including call texts, guide for applicants and model grant agreement can be found on the Funding and tenders portal. Watch our video recording and presentation taking you step by step through the submission process.
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Participant portal – submission related documents
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Chafea portal: Webinars
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Chafea portal: other content useful for submission phase
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http://ec.europa.eu/agriculture/promotion_en
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The signature for EU co-funded campaigns
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EU Iran Seminar – November 2018 China International Import Expo in Shangai – November 2018
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Objectives: To present EU standards for food safety and quality in more detail Promoting understanding of each other’s agri-food systems Working towards transparency and removing unjustified barriers to international trade
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2 days in Tehran Target audience: Government officials Iranian business representatives Topics: Food safety and quality standards; SPS; Organic; GIs; Product-
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Product oriented sessions: dairy, GIs, olive oil & vegetable fats, meat, sugar, fruit & vegetables Roundtable to address pressing market access issues Parallel technical meetings Stakeholder dinner with European chef
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13 presentations from the EU side, 3 presentations from Iran side Around 200 qualified professionals attended 2/3 of respondents increased their overall knowledge on the EU and EU food safety and quality standards 77% of respondents increased their knowledge about EU GI policy and products For 100% of respondents the seminar either met or exceeded their expectations
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Objective: Communicating key characteristics of EU agricultural food & beverage products: Food safety Traceability Authenticity Tradition Nutritious value + Special focus on GIs + Organics
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Product display + Selfie corner Tasting area (6 stations) Cooking shows & policy information sessions Infopoint
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Meat Cheese Fruit and Vegetables and Olive Oil Spirits & Beer Wine Confectionery Total of 56,941 samples served
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25 cooking and information sessions 1 900 cooking show participants in total (seated and standing) above 90% positive feedback on the design and activities of the pavilion 95% learned about the quality of EU products, 93% about safety, 92% about diversity, 86% about tradition, 85% about GIs 10 000 visitors to the stand in total
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16-19 February 2019 – Dubai
visits
8-11 May 2019 – Tokyo
visits
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Gulfood: Dubai, 17 – 21 February 2019 Foodex: Tokyo, 5 – 8 March 2019 Alimentaria: Guadalajara, 5 – 7 March 2019
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Focused on product tastings and exquisite cooking shows Open for cooperation with Member States’ pavilions
176 m2 Sector: Power Brands, Za’abeel Plaza Part of the “Taste the World” overall concept
160 m2 Seminar on EPAs Perfect Much between EU and Gis products
EU is Region of honour Workshops/Seminars on GIs
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Create a positive awareness about and knowledge of the excellence of the EU agri-food products; Encourage business audiences to import, distribute, use and promote EU agricultural products; Encourage consumer audiences to purchase and consume EU agriculture products. Increase awareness and knowledge about the benefits of the European Partnership Agreements (Canada; Japan)
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Consumers:
B2B:
Media and Influencers
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2019-2021 Budget:1.5 million EUR Outreach: Campaign focused on United Arab Emirates and Saudi Arabia Creative concept: “The European Food and Drinks are More Than Just Food and Drinks, it is a Way of Life”
More than authenticity, it is about know-how and traditions More than safety, it is about high production standards and innovative solutions More than quality, it is about taste and diversity of products
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B2C: Local Arabs, Arab Expats, South Asian Expats B2B: Importers, Retailers, Hospitality Sector
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Budget: 2 million EUR Outreach: Toronto; Vancouver; Montreal Creative concept: "Enjoy, it’s from Europe is a relevant and passionate call to action to Canadians to reconnect and take the time to truly enjoy their food. Good food. Made with real ingredients and passion."
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Budget: 3 million EUR Great Tokyo + Osaka Creative Concept: Perfect Match = Japanese + EU ingredients = EU products are more accessible for everyday cooking
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Budget: 5 million EUR T1 cities: Beijing, Shanghai, Guangzhou and Shenzhen T2 cities: Chengdu, Qingdao, Tianjin, Wuhan, Chongqing, Xiamen
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http://ec.europa.eu/agriculture/promotion_en
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