Ten European Union Member States have joined forces to oppose the planned reduction in funding for EU agri-food promotion programmes in 2027.
The initiative, led by Italy and supported by Czechia, France, Greece, Hungary, Poland, Portugal, Romania, Slovenia and Spain, was presented at the Agriculture and Fisheries Council. The countries are calling on the European Commission to review the financial allocations planned for next year’s work programme for the promotion of European agri-food products.
At the centre of the debate is the proposed reduction in resources for the Simple and Multi promotion programmes, which would fall from €160 million in 2026 to €112 million in 2027. Within this framework, funding for Simple programmes would decrease from €100 million to €92 million, while Multi programmes would be cut from €60 million to €20 million.
A strategic tool for market diversification
In their joint position, the ten Member States acknowledge the objectives set by the Commission for the 2027 work programme, including strengthening the resilience of the agri-food sector, diversifying target markets, improving access for smaller organisations and achieving a better geographical balance in participation.
However, they argue that the resources currently envisaged are not consistent with those ambitions.
According to the countries backing the initiative, the proposed reduction risks weakening a strategic instrument for the competitiveness of the European agri-food sector. They warn that promotion policy plays a key role in supporting market diversification, helping operators face volatility and geopolitical instability, and reinforcing the presence of EU products both within the internal market and in third countries.
The concern is particularly strong regarding the proposed cut to Multi programmes, which allow organisations from different Member States to cooperate, build cross-border partnerships and jointly promote the image of European agri-food products.
Italy leads the opposition
Italy has taken the lead in building support among Member States. The country’s Minister of Agriculture, Francesco Lollobrigida, defended a strategy based on three pillars: production, protection and promotion.
On production, he highlighted the need for simple and effective rules, together with investment in research and innovation. On protection, he underlined the importance of geographical indications, arguing that this system is not protectionism but a way to defend quality, origin and supply chains without competing only on price.
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However, the strongest message was reserved for promotion. Lollobrigida warned that reducing funds for agri-food promotion would be a serious mistake for Europe.
“If you don’t tell people about them, your products can be as good as you like, but you won’t sell them. That’s the truth,” he said, describing the prospect of cuts to the promotion of the European system as “suicidal”.
A broad coalition of exporting countries
Lollobrigida also stressed Italy’s role in bringing together countries with a strong interest in agri-food exports.
According to the Italian minister, Member States with an export-oriented economy, particularly in the agri-food sector, had a responsibility to lead a joint effort to defend the right to promote European products in international markets.
The backing of countries such as Spain, France, Portugal, Greece and Poland gives the initiative significant weight, reflecting a broader concern among producer countries over the future scale and ambition of EU promotion policy.
Commission says the budget is not final
European Commission has indicated that the 2027 budget for agri-food promotion has not yet been finalised and remains subject to possible adjustments as part of the revision of the 2021-2027 Multiannual Financial Framework. The final allocation for the 2027 Annual Work Programme is expected to be confirmed in October 2026.
At the same time, the Commission has adopted simplified rules for the EU agri-food promotion policy, aimed at reducing administrative and financial burdens for beneficiaries and Member States.
The changes include extending the deadline to conclude contracts from 90 to 180 days, increasing the maximum pre-financing rate to 30% and reducing certain reporting obligations. According to the Commission, the objective is to make the programmes easier to implement and more accessible, particularly for smaller beneficiaries.
Promotion as a competitiveness lever
EU agri-food promotion policy co-finances campaigns that highlight the quality, safety and sustainability standards of European products. Since 2016, more than 650 campaigns have been co-financed under the common signature “Enjoy, it’s from Europe”.
For the Member States opposing the cuts, this policy is not simply a communication tool, but a competitiveness lever at a time when European producers face increasing pressure from global competitors, geopolitical uncertainty, changing consumer expectations and market instability.
The debate over the 2027 allocation will therefore be closely watched by producer organisations, exporters and agri-food companies across Europe. For the ten countries behind the initiative, maintaining sufficient resources for promotion is essential to preserve the ambition and effectiveness of one of the EU’s most visible instruments for supporting its agri-food sector.
