REA (CHAFEA): Farm to fork strategy For a fair, healthy and environmentally friendly food system
Introduction
With the COVID-19 pandemic, food systems are in a situation where a sustainable system is needed to deal with this crisis. To this end, the European Commission is proposing a redesign of these European food systems, with the aim of promoting a fair, healthy and environmentally friendly model which is called Farm to fork strategy by REA (CHAFEA)
It is important to note that the European Union and its food sector are responsible for almost a third of global greenhouse gas emissions, consume large quantities of natural resources, cause the loss of biodiversity and a negative impact on health (with problems of malnutrition and overnutrition) and do not allow for fair economic profitability and livelihoods for all actors, in particular primary producers.
Farm to Fork by REA (CHAFEA) and the European Green Deal[1]. 
In this context, the Farm to Fork strategy, part of the European Green Deal, aims to accelerate the transition to a sustainable food system, with a neutral or positive environmental impact, which helps to mitigate climate change and adapt to its effects; counteracting the loss of biodiversity.
The European Commission will therefore present a proposal for a legislative framework for sustainable food systems to support the development of a sustainable food policy.
This proposal guarantees food security, nutrition and public health, ensuring that everyone has access to sufficient, safe, nutritious and sustainable food. All this while preserving food affordability, generating fairer economic returns, fostering the competitiveness of the EU supply sector and promoting fair trade.
With this initiative, the EU seeks to support the global transition to sustainable agri-food systems through its trade policies and international cooperation instruments.
How does this proposal affect the REA Programmes (CHAFEA)?
Sustainability is and will be a key factor in the development and future of the agri-food sector at European level.
Recently, a requirement has been introduced to add a section dedicated to sustainability in the elaboration and presentation of the proposals for the promotion programme of REA (CHAFEA). Promoting international promotion methods that favour a greener image of European products is a prerequisite for the development of an effective programme proposal that can be approved by the Agency.
Even for project proposals that do not fall under the AGRIP-SIMPLE-2021-IM- SUSTAINABLE and AGRIP-MULTI-2021-IM-SUSTAINABLE topics, all programmes, whether MULTI or SIMPLE, must develop a section on sustainable products and methods.
This will ensure that proposals fall under this promotion policy that will directly and immediately contribute to increasing sustainable production and consumption of EU agricultural products.
Keep sustainability in mind
Therefore, it is important and necessary to keep the sustainability factor in mind when developing a proposal for a CHAFEA programme for the promotion of agri-foods. This is a very favourable feature to highlight the products and their production methods, promoting an ecological and environmentally friendly image of European products that will support other possible qualities such as the quality of the production methods or the organic product designation.
In ATLAS MARKETING STUDIO, we help and promote to point out and highlight in the best possible way the methodology and sustainable characteristics in each proposal developed, for each product and sector that we seek to promote in the programmes.
