New EU promotion policy central to the food industry’s competitiveness
The long awaited reform of the promotion policy for EU agri-food products is entering into force on 1 December 2015. The new promotion policy brings new provisions which will help Europe’s food and drink companies break into new markets in third countries.
The policy also features a larger scope in terms of products that can be promoted including more processed food products, such as chocolates and confectionery, bread, pastry and pasta. With this improved and simplified policy, Europe’s food and drink manufacturers will have to deal with less complicated administrative procedures and will also have the opportunity to show branded products during demonstrations and tastings.
The new EU promotion policy will also include an annual work programme setting out operational objectives and priorities and will be accompanied by an increased budget with the aim to help Europe’s food and drink SMEs increase their export capacity.