Promotion at a glance
Promotion campaigns about EU farm products are designed to open up new market opportunities for EU farmers and the wider food industry, as well as helping them build their existing business.
There are two kinds of promotion action:
- those run by European trade or inter-trade associations, producer organisations or associations of producer organisations, agri-food bodies and co-financed by the EU;
- those run directly by the EU itself, such as diplomatic offensives by the Commissioner in non-EU countries to develop agri-food trade, or participation in fairs and communication campaigns.
Promotion policy rules set out how EU funding can be used for information and promotion initiatives in both EU countries and countries outside the EU.
New Eurobarometer findings demonstrate that EU food and drink enjoy a strong and growing international reputation, driven by quality, supported by rising interest, and Commission business missions.
Record 2026 EU funding boosts agri-food promotion as Commission launches new food campaign
Discover the successful campaigns selected under the 2025 Promotion of agricultural products funding opportunity.
Annual work programme
The Commission will allocate €205 million in 2026 to fund promotion activities for sustainable and high-quality EU agri-food products in the EU and worldwide.
Funding available in 2026
Information days took place on 27-28 January 2026 in Brussels and online, for potential beneficiaries to gain insights on the funding opportunities and the application process.
The event recordings and presentations will be made available on the REA website.
Funding for promotion campaigns
Promotion campaigns in practice
The Commission defines the strategic priorities for promoting EU farm products and the funding criteria in an annual work programme outlining products and possible markets.
The European Research Executive Agency (REA) puts this strategic policy into practice on behalf of the Commission.
It does this by:
- publishing calls for proposals and evaluating proposals;
- awarding grants and managing grant agreements for so-called multi programmes (that involve at least two organisations from at least two EU countries or one or more EU organisations);
- organising events and communication campaigns both inside and outside the EU.
The Commission adopts a decision to select simple programmes based on the ranking of the proposals established by REA.
Simple programmes involve one or more organisations from the same EU country. They are managed by national administrations.
Selection decision 2025
Previous selection decisions can be found in the documents section.
The EU co-funds campaigns to promote its agricultural products worldwide.
Instructions for the use of the “Enjoy, it’s from Europe” signature
Discover how EU food and drinks are presented on global markets, as part of campaigns and events the European Commission co-finances or directly organises.
Only entities legally established in EU Member States are eligible to apply.
A factsheet explaining which products and schemes a promotion programme may cover.
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