The European Commission has unveiled proposals for a new information and promotion policy that will attempt to drive up awareness and sales of EU agricultural products both internally and to third countries.
Using the slogan 'Enjoy, it's from Europe', the EC's legislative proposals support health-promoting products such as fruit and vegetables or organics, as well as processed agri-foods, wine, spirits, dairy and red meat.
The main elements set out in the reform were to increase aid allocated to information and promotion initiatives with the aim of strengthening the competitiveness of European agriculture – aid should be increased progressively from €61m in 2013 to €200m by 2020 – and establishing a firm European promotion strategy.
EC agricultural commissioner Dacion Ciolos said that China, Japan and South Korea were some of the regions already being targeted by the EC to increase exports of farm products.
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