In 2026, the European Commission will allocate €205 million to support promotional campaigns for European agri-food products, focusing on quality, sustainability, and international competitiveness. This record amount is aimed at co-financing initiatives both within the EU and in global markets.
The core objective is to strengthen the global position of the EU agri-food sector, by expanding into new markets and consolidating existing ones. Priority regions for external promotion include China and North America.
New campaign to engage EU consumers
A key highlight of the year will be the launch of the campaign “Buy European Food”, designed to stimulate domestic consumption and celebrate the excellence of EU agri-food production. The initiative aims to strengthen the bond between producers and consumers, emphasizing the high standards of quality, traceability, and sustainability that define European products.
How the funds will be distributed
The funding will be divided as follows:
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€79.7 million to promote products within the EU market;
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€70.3 million for promotion in non-EU countries;
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The remaining budget will support targeted projects and thematic communication campaigns.
According to Christophe Hansen, European Commissioner for Agriculture and Food, these actions represent a strategic tool to promote EU agri-food excellence and take full advantage of existing trade agreements.