The European Union is simplifying some of the rules governing EU-funded programmes for the promotion of agri-food products. The changes mainly concern the time allowed to conclude contracts, the maximum pre-financing rate and the requirements for reporting programme results.
The amendments could make promotional campaigns easier to implement, particularly for organizations with limited financial resources. However, they do not change the purpose of the funding scheme: support remains primarily intended for collective programmes submitted by consortia and representative sector organizations.
Three main simplifications
Commission Implementing Regulation (EU) 2026/1700, adopted by the European Commission on July 14, amends the rules applying to simple programmes. These are EU co-financed campaigns submitted by representative organizations from the same Member State to promote agri-food products, EU quality schemes and the distinctive features of European production in both the internal market and third countries.
The first change concerns the deadline for Member States to conclude contracts with the selected proposing organisations. The period has been extended from 90 to 180 calendar days following notification of the relevant Commission decision. The additional time should make it easier to complete the necessary checks and select the implementing bodies responsible for carrying out the promotional activities.
The maximum advance payment available at the beginning of a project is also increasing. Pre-financing may now amount to up to 30% of the maximum Union financial contribution, giving beneficiaries greater access to funding for the campaign's initial costs.
The Regulation also reduces certain notification obligations to the Commission. Member States will continue to submit annual financial data and information on the results of checks. Data on the overall impact of simple programmes, however, will be reported only once, after the programme has ended.
The new provisions will not apply to contracts for the implementation of simple programmes concluded before December 1, 2026. They will therefore be particularly relevant to new projects and future calls under the EU promotion policy.
Who is eligible to apply
EU funding is not awarded directly to individual food companies. Eligible applicants include trade or inter-trade organizations representing a product or sector, groups representing products protected by geographical indications, recognized producer organizations and certain agri-food sector bodies entrusted with a clearly defined public service mission.
To qualify as representative, a trade or inter-trade organization must generally represent at least 50% of the producers in the relevant sector or account for at least 50% of the volume or value of marketable production. A lower percentage may be accepted in certain circumstances when properly justified.
Eligible agri-food sector bodies must have been legally established for at least two years and include representatives of the products or sectors covered by the campaign among their members.
Individual businesses may still benefit indirectly by participating in a consortium, association or other organization that submits the programme. They may also take part in tastings, buyer-focused activities and initiatives carried out in target markets, provided that the conditions of the approved project are respected.
Simple programmes and multi programmes
Simple programmes are submitted by one or more proposing organisations from the same Member State and are managed by the relevant national authorities. These are the programmes directly covered by the new administrative simplifications.
Multi programmes involve at least two proposing organisations from at least two different Member States or one or more organizations operating at EU level. They are managed directly by the European Research Executive Agency.
The most appropriate format depends on the composition of the partnership and the campaign's objectives. A simple programme may promote a supply chain or protected designation in one or more markets, while a multi programme may bring together products and organizations from different countries under a shared message.
Activities that can receive funding
Programmes may target the internal market or third countries and can include advertising, public relations, in-store promotions, digital communication and participation in events, trade fairs and exhibitions. They may also include meetings with trade professionals, importers and distributors.
Campaigns must highlight attributes such as quality, food safety, traceability, authenticity, sustainability, production traditions and EU quality schemes. They can therefore support entry into new markets, increase awareness of a product category or strengthen recognition of schemes such as PDO, PGI and TSG.
The 2026 and 2027 programmes and upcoming opportunities
For 2026, the European Commission has allocated a total of 205 million euros to the promotion of EU agri-food products. Up to 160 million euros is available for simple and multi programmes, with an EU co-financing rate of up to 80%, depending on the type of programme and its target market.
The 2026 call for proposals closed on April 23 and attracted 207 applications: 183 for simple programmes and 24 for multi programmes. Applicants are expected to be informed of the selection results between September and November, and the new promotional campaigns may begin in January 2027.
The budget for the 2027 Annual Work Programme has not yet been finalized and is expected to be confirmed in fall 2026. Consortia, associations and producer organizations interested in future opportunities can already begin identifying priority markets, developing partnerships and collecting the data required to demonstrate their representativeness.
A collective tool for international growth
The new rules simplify the management of collective projects designed to support entire supply chains, protected designations and product categories.
For individual companies, the main opportunity is to participate actively in the organizations representing their sector and contribute to decisions concerning target markets, audiences and campaign activities. A well-designed programme can increase visibility, generate contacts with buyers and distributors and lay the groundwork for commercial development in international markets.
