As a first step towards the evaluation of the EU promotion policy for agricultural products, the European Commission has published a summary of the planned assessment, the so-called evaluation roadmap. The aim is to inform and seek feedback from citizens and stakeholders on the different steps of the evaluation.

The European Union promotion policy for agricultural products aims at enhancing the competitiveness of the EU’s agricultural sector, both internally and in third countries. The goals of the promotion measures are to increase consumer awareness of the merits of the EU’s agricultural products and production methods and to increase awareness and recognition of EU quality schemes.

The policy was reformed in 2014 with an annual budget increase to reach €200 million by 2019. Its main activities include annual promotion programmes, fairs, high-level missions (for example in China), and communication campaigns to disseminate knowledge about EU agricultural products and boost export possibilities in third countries.