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The new promotion policy Political agreement 1 st APRIL 2014

PPA(14)4669. The new promotion policy Political agreement 1 st APRIL 2014. DG Agriculture and Rural Development European Commission. Planning - Promotion policy reform process. 14 July 2011 – January 2012. 30 March 2012. 21 November 2013. 1 Avril 2014. 2014. 2015. 1 December 2015.

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The new promotion policy Political agreement 1 st APRIL 2014

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  1. PPA(14)4669 The newpromotion policyPolitical agreement1st APRIL 2014 DG Agriculture and Rural Development European Commission

  2. Planning - Promotion policy reform process 14 July 2011 – January 2012 30 March 2012 21 November 2013 1 Avril 2014 2014 2015 1 December 2015

  3. How will the future promotion policy address those challenges Reform objectives Policy objectives Challenges Policy objectives Developing and opening up new markets Fierce competition Enhance competitiveness of agricultural sector Increasing awareness about merits of EU agri. products Cost pressure Lack of awareness Greater efficiency and effectiveness

  4. What's new in the reform to meet the objectives? Targeted on EU added value Align with needs of the sector Greater effectiveness • Clear priorities established annually - work programme • Increase the promotion campaigns in third-countrymarket • Enhance the cooperation between operators from different MS through multi programmes • Incentive EU cofinancingrates • 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 • 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 Increased expenditure : up to 200M€

  5. a) Eligible products and schemes • 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 • A wider list of eligible products including processed products. • Consistent with other CAP promotion measures and EU policy on alcohol consumption • Wine: • Simple programmes = Basket approach • Multi programmes = Wine alone possible • On the internal market = Information on quality schemes + responsible consumption • Fishery and aquaculture products : Basket approach • Schemes : EU quality schemes, organic, RUP, • national quality schemes

  6. b) Proposing organisations • 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

  7. c) EU generic promotion with recognitionof the strategic importance of brands and origin (1/2) • 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

  8. Brands : example for poster • Banner with several brands under the main message

  9. Brands : example for web-site • Rolling banner with several brands under an EU message

  10. Brands : example for a stand • Individual but identical corner for each representative of brands • Same size of the names of the brands – under an EU message

  11. c) EU generic promotion with recognitionof the strategic importance of brands and origin (2/2) • 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

  12. Not acceptable: programmes which encourage or givepreference to the purchase of domesticproducts • Article 34 TFUE • Case 249/81 Commission v Ireland [1982] ECR 4005

  13. Example: origin on Internalmarket

  14. Example: third countries

  15. ExampleInternalMarket : PDO/PGI/STG

  16. d) Different types of actions • 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

  17. New technical support services offered by the Commission • 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

  18. e) Which measures in case of crisis ? Targeted on short term Targeted on long term • 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 • 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 % CAP offers complementary tools

  19. f) New selection procedures WORK PROGRAMME Adopted by Commission Implementing act Examination procedure • 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 PROPOSALS Published by Commission No national cofinancinganymore SIMPLE MULTI SUBMISSION of programmes proposals BY proposing organisations TO Commission SELECTION By Commission Implementing act Examination procedure Grantsagreements SIMPLE MEMBER-STATES Shared management MULTI COMMISSION Direct management

  20. g) Cofinancing rates National cofinancing • EU cofinancing rates : + 5% for MS underfinancial assistance

  21. Next steps • Finalisation of the legislative stage • Legal and linguistic finalisation • Formal approval of the basic act • Commission Decision needed to amend the mandate of CHAFEA • Integrating promotion into the existing EA • Executive • Agency • New rules to be prepared • Annual work programme to be prepared • Delegated &implementing acts

  22. Tentative calendar for the NEW Promotion policy 1 April 2014 Oct/ Nov 2014 4th Quarter 2014 Summer 2015 Summer 2015 1 December 2015

  23. For further information • Europa web-site • http://ec.europa.eu/agriculture/promotion/policy/index_en.htm Thank you

  24. Annualwork programme • 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

  25. Annualwork programme • Set the minimum requirements on key messages : e.g. Common signature

  26. Annualwork programme : in practice (1/2) • 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

  27. Annualwork programme : in practice (2/2) Adoption annually through an implementing act Year (n-1) Year n • Collection of inputs : • Trade data • Sectorial inputs Draft annual work programme Opinion of Committee for CMO

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