eu support to promotion of agricultural products today and tomorrow vlassios sfyroeras
DESCRIPTION
EU Support to Promotion of Agricultural Products Today and Tomorrow Vlassios Sfyroeras European Commission. Promotion of Agricultural Products Brussels 1st April 2011. THE SITUATION TODAY. What?. The co-financing of Information and promotion programmes for : - PowerPoint PPT PresentationTRANSCRIPT
EU Support to Promotion of Agricultural Products
Today and TomorrowVlassios Sfyroeras
European Commission
Promotion of Agricultural ProductsBrussels 1st April 2011
2
THE SITUATION TODAY
3
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
4
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)
5
Council Regulation 3/2008
Implementation rules laid down by Commission Regulation 501/2008
Legal Basis
6
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 €
7
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
8
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
9
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
11
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
12
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
13
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
14
FUTURE POLICY
15
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
16
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
17
New EU Strategy
• Distinction of the markets:
(1) Local and regional markets
(2) Internal market
(3) External market
• EU added value
18
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
19
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”
20
External Market
• Technical assistance: market analysis; analysis of consumer habits
• Targeting interesting markets (FTA markets, Japan, China, Russia, US)
• Information
• Promotion
21
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
22
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)
23
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
24
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
25
More information
• http://ec.europa.eu/agriculture/prom
Thank you for your attention