The new promotion policyPolitical agreement
1st APRIL 2014
DG Agriculture and Rural DevelopmentEuropean Commission
PPA(14)4669
Planning - Promotion policy reform process
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14 July 2011 – January 2012Green Paper – Public debateExternal evaluation of the current regime
Commission Communication 30 March 2012
21 November 2013 Legal proposal on the promotion policy
Discussions in the European Parliament and the Council
1 Avril 2014Political Agreement on the NEW Promotion policy
between European Parliament, Council and Commission
Finalisation of the legislative phase2014
2015
1 December 2015 Entry into force
Approval of Delegated and Implementing
Acts
Delegation to the Executive agency in
Luxembourg
How will the future promotion policy address those challenges
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Cost pressure
Fierce competition
Lack of awareness
Policy objectives
Enhance competitiveness of agricultural sector
Increasing awareness about merits of EU agri.
products
Developing and opening up new
markets
Greaterefficiency and effectiveness
Policy objectives Reform objectivesChallenges
What's new in the reform to meet the objectives?
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• Enlarge to new beneficiaries
• Wider list of eligible products including processed products
• Recognition of the strategic importance of brands and origin
• Reactive in case of crisis
• Technical support services
• Clear priorities established annually - work programme
• Increase the promotion campaigns in third-country market
• Enhance the cooperation between operators from different MS through multi programmes
• Incentive EU cofinancing rates
• New selection process with gain in time and evaluation exclusively at Commission level through external experts
• End-up of national cofinancing
• Simplification of administrative procedure for Multi-programmes : directly managed by the Commission
• Delegation to an executive agency foreseen
Align with needs of the sector
Targeted on EU added value
Greatereffectiveness
Increased expenditure : up to 200M€
a) Eligible products and schemes
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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 + responsible consumption
A wider list of eligible products including processed products.
Consistent with other CAP promotion measures and EU policy on alcohol consumption
Fishery and aquaculture products : Basket approach
Schemes : EU quality schemes, organic, RUP, national quality schemes
b) Proposing organisations
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Trade or inter-trade organisations representative of the sector(s) concerned at MS
Trade or inter-trade organisations at EU level
Producer organisations
Bodies with public service mission in charge of promotion of agricultural products (example: Agence Bio, Chambers of agriculture)
Clarification of the status of beneficiaries New beneficiaries coherent with Single CMO post 2013
c) EU generic promotion with recognition of the strategic importance of brands and origin (1/2)
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VISIBILITY OF BRANDS
Each brand equally visible
Graphic presentation smaller format than the main European EU message of the campaign
In general, several brands displayed
Brands : example for poster
Banner with several brands under the main message
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Brands : example for web-site
Rolling banner with several brands under an EU message
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Brands : example for a stand
Individual but identical corner for each representative of brandsSame size of the names of the brands – under an EU message
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c) EU generic promotion with recognition of the strategic importance of brands and origin (2/2)
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MENTION OF ORIGIN
Internal market : always secondary in relation to the main EU message of the campaign
Third country market may be on the same level as the main EU message of the campaign
Products recognised under EU quality schemes (PDO, PGI...) : the origin as registered in the denomination may be mentioned without any restriction
Not acceptable: programmes which encourage or give preference to the purchase of domestic products
• Article 34 TFUE
• Case 249/81 Commission v Ireland [1982] ECR 4005
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Example: origin on Internal market
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Example: third countries
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Example Internal Market : PDO/PGI/STG
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d) Different types of actions
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Information and promotion programmes :
1 to 3 years
Submitted by proposing organisations (PO)
SIMPLE programmes : one or more PO from the same MS
MULTI programmes : several POs from several MS + EU organisations
Commission initiatives :
Information and promotion measures :
High-level missions Participation in trade fairs Own campaigns
Technical support services
New technical support services offered by the Commission
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As example :
Help proposing organisations to design their programmes and implement them in an effective manner
Create a platform for exchanges – generate contacts between proposing organisations (e.g. interest in carrying out a multi programme)
Organising trainings, conferences to exchange views and methodology
Help operators to develop their export activities
e) Which measures in case of crisis ?
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• Information and promotion cofinanced programmes
• Programmes running 2 or 3 years
• Need time to be elaborated adequately
• Crisis situation taken into account in the annual work programme
• Priority points for the selection
• Possibility to precise an indicative amount by priority
• Higher cofinancing rate : 85 %
• Exceptional measures (sCMO Regulation (UE) n°1308/2013) for the sectors concerned
• Information measures (art 45 Regulation (UE) n°1306/2013): direct communication from the Commission
• Commission's own initiatives : information and promotion campaigns
Targeted on short termTargeted on long term
CAP offers complementary tools
f) New selection procedures
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Programme directly submitted to 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 PROPOSALSPublished by Commission
SIMPLEMEMBER-STATES
Shared management
WORK PROGRAMMEAdopted by Commission
Implementing actExamination procedure
SIMPLE
SUBMISSION of programmes proposals BY proposing organisations
TO Commission
MULTI
SELECTIONBy Commission
MULTICOMMISSION
Direct management
Implementing actExamination procedure
Grants agreements
No national cofinancing anymore
g) Cofinancing rates
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Type of programmesSimple Multi
Internal market 70% 80%External market 80% 80%In case of crisis 85% 85%
National cofinancing
+ 5% for MS under financial assistance
EU cofinancing rates :
Next steps
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Finalisation of the legislative
stage
Legal and linguistic finalisation Formal approval of the basic act
ExecutiveAgency
Commission Decision needed to amend the mandate of CHAFEA
Integrating promotion into the existing EA
Delegated & implementing
acts
New rules to be prepared Annual work programme to be prepared
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1 April 2014
Full entry into force of the new Promotion policy
4th Quarter 2014
Oct/ Nov 2014
Summer 2015 Adoption of the Delegated acts
Political agreement on a new direction for the promotion policy
Adoption of the decisions to delegate to anexecutive agency
Adoption of the legal basic act
Publication of the Delegated acts and Implementing acts
1 December 2015
Tentative calendar for the NEW Promotion policy
Summer 2015
For further informationEuropa web-site
http://ec.europa.eu/agriculture/promotion/policy/index_en.htm
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Thank you
Annual work programme
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Set the strategic priorities :
1- Based on profound analysis of market opportunities, FTA's negotiations...
2- To respond to specific sector needs
3- To support actions with higher impacts for SMEs
4- Provide for specific arrangements to react in case of crisis
Annual work programme
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Set the minimum requirements on key messages : e.g. Common signature
Annual work programme : in practice (1/2)
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Actions defined under thematic priorities set in the basic act• increasing awareness about the merits of EU agricultural products and
the high standards applicable to the production methods in the EU;• increasing the competitiveness and consumption of EU agricultural
products and certain food products and raise their profile both within and outside the Union;
• increasing awareness and recognition of Union quality schemes;• increasing the market share of EU agricultural products and certain food
products, with a specific focus on those markets in third countries with the highest growth potential;
• restoring normal market conditions in the event of a serious market disturbance, loss of consumer confidence or other specific problems.
Indicative amounts dedicated by actions
Annual work programme : in practice (2/2)
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Year (n-1) Year n
Collection of inputs :• Trade data
• Sectorial inputsOpinion of
Committee for CMO
Draft annual work
programme
Adoption annually through an
implementing act