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EU promotion policy Today and tomorrow Lithuania – info Day 29 September 2015

Learn about Lithuania Info Day on 29 September 2015 by DG Agriculture and Rural Development, European Commission. Details on agricultural promotion expenditures, top beneficiaries, and current system evaluations. Explore ongoing promotional programs encouraging consumption of local products. Future reforms focusing on EU added value, sector requirements, and cohesion among Member States. New selection processes, eligible products, and simplified administrative procedures. Budget increase and wider product coverage planned.

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EU promotion policy Today and tomorrow Lithuania – info Day 29 September 2015

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  1. EU promotion policyToday and tomorrowLithuania – info Day 29 September 2015 DG Agriculture and Rural Development European Commission Hans Barth Promotion of agricultural products

  2. Current promotion system • PROMOTION EXPENDITURE BY MS • Since 2009 Lithuania has been veryactive in the EU promotion scheme. • Adopted programmes 2009-2014 – top 10 beneficiaries

  3. Current promotion system • PROMOTION EXPENDITURE PER MARKET TYPE • PROMOTION EXPENDITURE PER PRODUCT GROUP

  4. Current promotion system (Reg. 3/2008) • last evaluation in the current system, last programmes to run until early 2019 on the basis of the old rules • remarkable increase in applications in 2014-2015! • very steep increase in financing granted! • proportion Third Countries vs. Internal Market almost reversed! - from around 1/3 previously to 60% now • significant diversification of target destinations! • significantly less "mono-country" programmes! • high acceptation rate! - steadily increasing quality of proposals

  5. An idea of some of today's programs:DiscoverFarmhouseCheese • Multi country programme • Netherlands/Ireland/Germany • An EU co-financed campaign to increase consumption of farmhouse dairy products & cheese. • Celebrating its unique character, how products are produced on the farm, the transparency of the supply chain, and the story of the makers behind the products. • Total budget : 1.440.579,00 EUR

  6. 5xDay - Austria • Programme taking place from 2012-2015 • Submitting organization: Agrarmarkt Austria Marketing GesmbH • Total budget: 3 million € of which approx. 50% from EU budget (60% for measures in schools) • Aim: increase regular consumption of fresh fruits and vegetables, especially among young consumers 5 x per day • Slogan: "Eat fruits and vegetables, so you will become 100 years old"

  7. Discover the Origin • 2011-2014 multi - country programme by France, Italy and Portugal • Budget: 4,2 million € of which 50% from the EU budget • Highlighting excellence, tradition, natural resources and fair production these products all share by bringing interactive tasting sessions to Food & Drink festivals and exhibitions

  8. "A showcase for Europe'sfinestregionalproducts""L'Europe signe les produits de ses terroirs" • Targeting internal market : France/ Germany/ Italy • Information programme on PDO/PGI • Budget : 3,9 million € of which 50% from the EU budget • http://www.aop-igp.eu/ • 2014-2016 Multi country programme • France/Italy/Spain

  9. 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€

  10. 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 or responsible consumption • Fishery and aquaculture products : Basket approach • Schemes : EU quality schemes, organic, RUP, • national quality schemes

  11. Eligible products/ schemes and draft delegated act • Union message • In the internal market, for schemes as referred to in Article 5(4) of Regulation (EU) No 1144/2014 : • to focus on the(se) scheme(s) in its main Union message • one or several products can illustrate(s) the(se) scheme(s) • products shall appear as a secondary message in relation to the main Union Message

  12. 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

  13. Proposing organisations and draft delegated act • Shall be representativeof the sector or product concerned • Trade or inter-trade organisations: • 50% rule; • interbranchorganisationsrecognised by the Member State • Group – GIs: 50% rule • Producer organisationsrecognisedby the Member State • Agri-food sector body : • representatives of that product(s) or sector among its memberships; • exception: programmescarried out after a loss of consumer confidence • <50% : Flexibility for lower thresholds and specific circumstances justifying treating the PO as being representative • No permanent support : A proposing organisation shall not receive support for information and promotion programmes on the same product or scheme, carried out in the same geographical market on more than two consecutive occasions.

  14. 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

  15. Brands and draft implementing act • Brands : Trade marks • Brands can be mentioned only for certain types of actions : • Demonstrations (incl.fairs, B2B events) & tastings • Websites • Justification of why the mention of brands is necessary to meet the objectives of the campaign to be done in the application • Equal visibility and in a distinct area compared to main EU message • Minimum of 5 brands • Maximum of 5% of the total surface area • Conditions to derogate to the minimum number of 5: • Less brands produced; and • Not possible to build a multi-products or multi-country programme • Derogation for national quality schemes registered as trademarks (Flandria, Label Rouge)

  16. 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

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

  18. Origin and draft implementing act • The mention of origin shall be limited to visual supports • Implicit or explicit references • Shall not divert or mislead the Union message • The mention of origin should be the national origin orcommon supra national origin • EU quality schemes which refer to origin may mention their specific origin without any restriction • RUP logo may mention the name of the outermost regions in the related graphic symbols and related visual material • National quality schemes which refer to origin may mention this origin, provided that: • It is secondary in relation to the main Union message of the campaign in the IM, • may be on the same level as the main Union message of the campaign in TC

  19. Simple programmes and draft delegated act • Be of significant scale • In the Internal Market shall be implemented : • in at least 2 Member States, or • in 1 Member State if not the one of origin of the proposing organisation(s) • This requirement does NOT apply for programmes: • on Union quality schemes (points a, b, c of article 5,4) • relaying a message/ proper dietary practices (EC white paper COM(2007)279)

  20. Implementation of the simple programmes and draft delegated and implementing acts • Implementation though an implementing body • Selection of the implementing body through a competitive procedure: • ensuring best value for money • Body governed by public law : Directive 2014/24/EU on public procurement • Selection before the signature of the contract • A PO mayimplement certain parts of the programme itself, subject to the following conditions: • the PO has at least three years’ experience of implementing promotion measures; • the PO ensures that the cost of the measure which it plans to carry out itself is not in excess of the normal market rates.

  21. Cofinancing rates National cofinancing • EU cofinancing rates : + 5% for MS underfinancial assistance

  22. 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

  23. Establishment of the prioritiesWhat is the work programme ?

  24. How didwedraft the marketpriorities? • The objectives of the Regulation itself: (i) increase the number of activities aimed at third countries where there is the highest potential of growth and (ii) in the internal market, inform consumers about the high standards of EU products, notably the EU quality logos; • For third countries, a macro-economic analysis on projected increase in imports for a selection of products suitable for inclusion in promotion programmes on existing or emerging markets, peered with imports' growth potential, as well as a policy evaluation on FTAs or expected removal of SPS barriers; • Contributions from stakeholders, consulted through the Civil Dialogue Group on Quality and Promotion of 21 November 2014

  25. The market priorities implemented through simple/multi programmes • 10 market priorities • Budget management constrain: Need to dissociate the budget envelop for simple programmes from the one for multi programmes • Phasing in of the budget for multi programmes but 2016 amount too limited to be split • Simple programmes : • Internal market : 3 priorities • Third country markets : 7 priorities • Following a serious market disturbance • Multi programmes : single priority

  26. The draft Annual Work Programme for 2016 :SIMPLE programmes • Internal market 25% • Information on EU quality schemes (PDO/PGI/TSG, Organic, Outermostregions) • Otherinnovative programmes (=quality in general, characteritics of EU products, etc) • Programmes on milk/dairy or pigmeat • Third-country market 70% • China/Japan/South-Korea • USA/Canada • Latin America • South East Asia • Africa Middle East • Othergeographicalareas • Programmes on milk/dairy or pigmeattargeting anythird countries • Serious market disturbance 5%

  27. The draft Annual Work Programme for 2016Indicative repartition of budget for cofinanced programmes

  28. The draft Annual Work Programme for 2016The Annual Work Programme is still under discussion and it is going to be approved and published in the forthcoming weeks. The set of priorities and the amounts may still be subject to change.State on 24 September 2015.

  29. towards the new system -where are we ? 4 November 2014 December 2014 2015 1 December 2015

  30. Timeline: Indicative!!!! • Adoption of the • work programme Possible dates Nov 2015 January March March-June October Nov/Dec • Year n • Year (n-1) Max : 3 months Max : 6 months • Deadline for submission of the proposals • Selection • Publication of the • calls for proposals • Grants agreement • for multi • Evaluation • Signature of the contract for simple

  31. Lastly, enjoy it's from Europe! A new signature for future campaigns

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

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