The EU Council has endorsed the 2026 work programme for the promotion of EU agri-food products, allocating a record €205 million to boost sales both within the internal market and in third countries. The programme, adopted on 1 December 2026, includes a new 'Buy European Food' campaign and funding for initiatives highlighting EU quality schemes, sustainable production, and balanced diets.
Document Details and Scope
The document, a Council note dated 1 June 2026, outlines the work programme and calls for proposals under the EU's Common Agricultural Policy (CAP), specifically the common organisation of agricultural markets. The €205 million budget represents an increase from previous years, reflecting the EU's commitment to supporting its agricultural sector amid global competition.
Policy Orientations and Trade-offs
The programme prioritises promoting EU quality schemes (e.g., PDO, PGI) and sustainable production methods, aligning with the European Green Deal's farm-to-fork strategy. However, the 'Buy European Food' campaign introduces a protectionist element, potentially straining trade relations with non-EU partners. This trade-off between supporting domestic producers and maintaining open markets is a key tension.
Impact on Stakeholders
- EU agri-food producers: Benefit from increased visibility and sales, especially small and medium-sized enterprises that can leverage EU-wide promotion. However, they may face higher compliance costs to meet sustainability criteria.
- EU consumers: Gain access to more information about quality and sustainability, but may pay higher prices if promotion shifts demand toward premium products.
- Third-country exporters: Face potential market access challenges as the 'Buy European' campaign could reduce demand for imported agri-food products.
- EU taxpayers: Fund the programme through the CAP budget, with the expectation of long-term economic returns for the agricultural sector.
Institutional Follow-up
The European Commission will now launch the calls for proposals, with implementing decisions expected in early 2027. The European Parliament will be informed of the programme's implementation, and member states will oversee national promotion programmes co-financed by the EU.