Once launched, the call will remain open until 23 April. The Commission usually organises two information days each year to present the calls, which in 2026 are scheduled for next week, on 27 and 28 January. After the submission period closes, an evaluation phase of the proposed programmes begins, carried out by the European Commission, and typically concludes in September. The approved programmes are then announced and are expected to start implementation in 2027, according to FEPEX.
EU funding can cover up to 80% of the selected projects submitted by private operators, and campaigns usually run for between one and three years. The promotion actions may target consumers within the EU internal market, as well as key non-EU markets with strong growth potential, such as the United Kingdom, Japan, South Korea, China, Singapore and North America, according to the Commission’s briefing note.
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The budget allocated to promotion campaigns this year is higher than in previous years. In 2025, the budget stood at €132 million, divided between promotion in third countries and within the EU internal market, with €63.4 million and €58.6 million respectively.
Co-financing food promotion campaigns is the European Commission’s main promotional instrument. In addition to the €160 million earmarked this year, the Commission also carries out promotion activities directly, including information and promotion campaigns in third countries and EU participation in major international agri-food trade fairs, which are often attended by the Commissioner for Agriculture. As a result, the total promotion budget for 2026 amounts to €205 million.
