Many organisations that aim to promote their agri-food products encounter difficulties in financing all the promotion and information actions that they consider in their annual promotion plans. In this respect, the funding offered by the European Commission’s CHAFEA agency may be very interesting. Moreover, when the actions are focused on international promotion in those countries that our partners are more interested in the impact that the actions can have on their market shares or positioning of their products.
When we come across an organisation that is assessing the possibility of participating in such a programme, the first question is related to the nature of the actions that are co-financed. To facilitate access to this information we have compiled a general list of actions, as well as their link to the programme’s own objectives.
Eligible promotional actions – CHAFEA
The eligible activities and actions of CHAFEA will then be reflected in a more concrete way. At the end each activity must be reflected in one of these points.
a) Public relations actions
b) Events for the press
Website, Social Media
a) Creation of the website, updating and maintenance
b) Social Media (creation of accounts, periodical publication)
c) Other (mobile applications, e-learning platforms, webinars, etc.)
a) Publications, media kits, promotional items
b) Promotional videos
a) Pavilions at trade fairs
b) Seminars, workshops, business-to-business meetings, business or cook training, activities in schools
c) Restaurant weeks
d) Sponsorship of events
e) Reverse missions
Point of sale promotion
a) Tasting days
b) Other: promotion of retailer publications, PPV
Tasting and distribution of samples are not allowed in the context of campaigns on responsible alcohol consumption on the internal market; however, these activities are acceptable if they are ancillary to and support the dissemination of information on quality schemes and the organic production method.
Specific objectives of the promotional actions
Actions eligible for the CHAFEA agri-foodstuffs promotion programmes need to have certain objectives. Objectives dedicated to the information and promotion of the product or different agri-food products involved in the programme.
These specific objectives are divided into the following:
1. Benefits and standards
To make known the positive characteristics of the Union’s agricultural products. To enhance the quality of our products. On the other hand, to make potential customers aware of the quality standards that production methods must meet.
2. To promote consumption
The aim of the programme must also be to increase the competitiveness of the sector and of the body benefiting from the programme, i.e. to increase the number of sales and consumption of agricultural products in the European Union.
3. Quality schemes
Increase knowledge about quality schemes in the European Union. To make the message of the programme based on the recognition of these schemes.
4. Market share
Devote the messages to improving market share, sales of European agri-food products in the promotion programme. With a special mention to the markets of third countries if this is the case, as they have a higher growth potential.
5. Restoring the perception
Sometimes a situation can arise where the perception of an agri-food product is negative because of certain changes in the market itself. Well, one of the objectives may be to repair that image of the product. To make the perception of the consumers of that particular market positive again.
Eligibility criteria for proposals
Proposals must meet a number of criteria in order to be accepted. These are reflected in Annex II of the Annual Work Programme.
1. They must cover the products and schemes in Article 5 of the (EU) Regulation
(a) The proposals may cover only the products and arrangements referred to in Article 5 of Regulation (EU) No 1144/2014;
2. The proposals must be in conformity with Union legislation on the specific products and their marketing. They must have a European dimension.
3. The proposals will focus on the regime(s) in their main message from the Union. They must be covered by Article 5 (4) of EU Regulation 1144/2014.
Where one or more products in such a programme illustrate the regime(s), they must be included as an ancillary message in relation to the Union’s main message.
4. If one of the messages transmitted by a multi-programme is about health information or effects.
(a) The proposal in the internal market must comply with the Annex to Regulation (EC) No 1924/2006 of the European Parliament and of the Council Furthermore, they must be accepted by the related national public health authority of the Member State where the operations are carried out.
(b) In third countries, accepted by the related national public health authority of the Member State where the operations are carried out
5. If the proposal mentions markings or origin, it must respect the rules in Chapter II of the Implementing Regulation (EU) 2015/1831. For the United Kingdom, consideration must be given to its withdrawal from the EU, as this may entail changes to the implementation of the programmes.
In order to assess the eligibility of the activities, the following information must be provided
a) If it is a national quality scheme, the following must be provided: Documentation or reference to sources in the public domain that officially recognise this quality scheme.
(b) If internal market on good dietary practices or responsible drinking: A description of how the messages are in line with the national public health regulations of the Member State where the programme is implemented. References to such statements made should be included in the justification.
As a conclusion to the article, we encourage you all to consider an international promotion strategy which, in addition to the actions to which we are accustomed (trade fairs, point of sale promotions, B2B meetings) is complemented by online actions. In our experience, a three-year plan with properly defined offline and online actions, with clear and measurable objectives, will have an enormous impact on those markets in which we need to work on our positioning and the market share of our companies.
These are the main aspects to be taken into account when preparing a CHAFEA programme and in relation to the specific activities for the promotion of agro-food products. Summarized information like this one is compiled in the same document that you can download here below: