72 EU-funded promotion campaigns to highlight the quality of European agricultural products

The European Commission offers funding for initiatives that promote EU agricultural products both within the EU and in third countries, in line with the EU’s promotion policy. The newly selected promotion campaigns will receive around €132 million in EU funding. The Promotion of agricultural products programme covers multiple themes, from organic and fresh products to EU-recognised quality schemes.

This year's funding call received 189 campaign proposals, an increase of almost 17% compared to 2024. The number of Member States from which organisations applied also increased. This shows that the programme is becoming more popular throughout Europe. 

Following evaluations carried out by independent experts, the European Commission has decided to select 72 campaigns for funding of which:  

• 56 are so-called ‘SIMPLE’ programmes implemented by one or more organisations from the same EU country, and  
• 16 are so-called ‘MULTI’ programmes implemented by at least two national organisations from at least two Member States, or by one or more European organisations.  

The selected proposals are designed to enhance the competitiveness of the EU agri-food sector, while aligning with the Common Agricultural Policy (CAP), the European Green Deal and ‘Europe’s Beating Cancer Plan’, encouraging a shift to healthier and more balanced diets.

Campaigns selected for funding 

The EU’s co-financing will amount to €91.5 million for the selected SIMPLE campaigns. More than half of the campaigns will focus on promotion in non-EU countries such as the United Kingdom, South Korea, Japan, the United States and China. The financing of SIMPLE programmes is implemented by the Member States under shared management. The most successful products are fruits, cheese, olive oil, vegetables, dairy, and meats.

MULTI programmes will be co-financed with €39 million. Successful applicants come from 15 Member States. 74% of the budget will target markets in EU countries such as France, Italy, Germany or Hungary. The financing of MULTI programmes is implemented by the European Research Executive Agency (REA) on behalf of the European Commission. 

Next steps 

The European Commission has adopted the implementing decision on the selected SIMPLE campaigns. EU Member States authorities will soon start the grant agreement preparation together with the applicants. 

As of December 2025, REA will also start signing the grant agreements for most of the successful MULTI proposals, aiming to launch their activities as of January 2026. 

New funding opportunities in 2026

If you are interested in promoting your produce and want to apply for funding, stay up to date by following our page on the Promotion of EU Agricultural Products and check your organisation’s eligibility on the ‘Enjoy it’s from Europe’ portal. You can also dive into our interactive world map to discover projects across the globe by filtering any country or product category that interests you.  

The next call for proposals is expected to open on 22 January 2026 with a deadline on 23 April 2026. Before that, we invite you to join the dedicated Info Days, held online and onsite, in Brussels on 27-28 January 2026. 

Stay tuned for more details in the coming weeks and subscribe to our newsletter.