The European Commission has adopted the 2024 work program for the promotion of agri-food products, which will have a budget of 185.9 million euro that will mainly be used for co-finance promotion programs proposed by entities in the different Member States, as well as the communication campaigns developed by the Commission in third countries.

81.3 million euro of the budget will be allocated to the campaigns selected in 2024 for promotion in the EU internal market and 85.1 million euro in third countries. The main objectives of the promotion outside the EU are the countries and regions with high growth potential. These countries and regions include China, Japan, South Korea, Singapore, and North America. The UK continues to be one of the main export markets for EU agri-food products, absorbing 20% of EU-27 exports.

The promotional campaigns selected in 2024 are expected to include products from sustainable agricultural practices that contribute to reducing dependence on pesticides and antimicrobials, minimizing fertilization and water pollution, reducing greenhouse gas emissions, promoting organic farming, and improving animal welfare. 62 million euro will be allocated specifically to sustainably produced agri-food products, including 42 million euro for organic products. One of the goals is for European consumers to better the EU organic logo and to increase consumption of organic products.

Another goal is to increase knowledge of quality schemes and EU products registered as PDOs, PGIs, and TSGs.

The Commission also wants to promote the consumption of fresh fruits and vegetables within balanced diets. The latest review of the implementation of the program concluded that fruit and vegetables were the main categories of products benefiting from EU promotion policy co-financing, with 19% to 30% of the total annual promotion policy budget between 2016 and 2019. The 2024 work program will allocate more than 18 million euro to the promotion of fresh fruits and vegetables. This does not exclude the financing of campaigns on these products that are also included in the remaining promotion budget.

The EC co-finances up to 80% of selected projects submitted by private actors and also carries out its own communication campaigns in third countries. These activities may include participation in agri-food trade fairs, organization of trade delegations in third countries, and preparation of market entry manuals for exporters.