The European Commission plans to allocate €162 million to the promotion of EU agri-food products in 2027, €50 million more than the amount initially proposed for the annual promotion programme. The announcement was made by Commissioner for Agriculture and Food Christophe Hansen during an exchange of views with the European Parliament’s Committee on Agriculture and Rural Development.
Under the proposed 2027 work programme, €92 million would go to single programmes, €60 million to multi-country programmes and €10 million to Commission initiatives aimed at diversifying export markets. The increase is intended to reinforce the role of promotion in supporting the competitiveness and international positioning of European agri-food products.
€50 million more than initially planned
The announcement represents a significant change from the initial proposal for 2027, which envisaged a substantially lower promotion budget. Hansen’s intervention therefore reduces concerns over a possible sharp reduction in funding for a policy that European producer organisations and agri-food companies consider important for opening markets and strengthening the visibility of EU products.
Hansen stressed that the Commission continues to regard agri-food promotion as a strategic priority, particularly in a context marked by multiple economic and geopolitical challenges. The additional resources would be directed mainly towards multi-country programmes, according to the Commissioner.
The EU promotion policy supports campaigns for European agricultural and food products both within the EU and in international markets. Its objective is to strengthen the competitiveness and visibility of European products while helping producers access new markets and diversify export destinations.
MEPs welcome the increase but call for more
The announcement has been welcomed by Italian MEP Salvatore De Meo of Forza Italia and the EPP, although with reservations regarding the final level of funding.
De Meo described the additional €50 million as “a step in the right direction, but it is not enough”, stressing that negotiations on the 2027 EU budget are still ongoing. He argued that European agriculture cannot afford to weaken a tool that contributes to the competitiveness of businesses and the promotion of European agri-food excellence.
A similar concern has been expressed by Camilla Laureti, S&D vice-chair and the Democratic Party’s spokesperson on agricultural policy. She acknowledged the €50 million increase but pointed out that the overall figure remains below the headline €205 million allocated to promotion in 2026.
Laureti linked the debate over promotion funding to the wider challenge facing European farmers, arguing that the difficulty lies not only in producing food but also in selling it at fair prices. She also referred to the decline in the number of farms across the EU between 2005 and 2024 as evidence of the economic pressure facing the agricultural sector.
Why the 2026 comparison is disputed
Hansen rejected the interpretation that the 2027 programme represents a reduction in the Commission’s commitment to promotion.
The €205 million allocated in 2026 included an exceptional €35 million provision for a European food campaign that will actually take place in 2027. According to Hansen, this explains the difference between the headline figures and means that the €162 million planned for 2027 is broadly in line with the regular promotion budget.
The European Commission’s own promotion policy information confirms that €205 million was allocated for promotion activities in 2026, covering sustainable and high-quality EU agri-food products in both European and international markets.
Export diversification gains importance
One of the notable elements of the 2027 proposal is the €10 million reserved for Commission initiatives to diversify export markets.
Market diversification is becoming increasingly important for European producers and exporters as geopolitical tensions, trade disputes and changes in international market access increase uncertainty for the agri-food sector.
Recent EU-funded promotion campaigns have already targeted markets inside and outside Europe, covering products such as fruit and vegetables, cheese, meat, wine and olive oil. The European Research Executive Agency has indicated that new promotion campaigns funded under the 2026 calls are expected to begin in January 2027.
Final budget still subject to negotiations
Despite the increase announced by the Commission, the final 2027 budget remains linked to the ongoing EU budget negotiations.
For European agri-food companies and producer organisations, the level of funding will be particularly relevant as competition in international markets intensifies. Promotion programmes can help strengthen the recognition of European products, support market diversification and create new opportunities for exports.
The Commission’s decision therefore avoids the sharp reduction initially feared by the sector, but the debate over whether €162 million is sufficient to meet the needs of European agri-food promotion is likely to continue as the 2027 budget negotiations progress.
