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CHAFEA Info Day on the Promotion Programme for EU Agricultural Products


On January 31, 2017, representatives from Euromontana attended the Consumers, Health and Food Executive Agency (CHAFEA) Info Day on the Call for Proposals for the 2017 EU Promotion Programme for Agricultural Products. Based on the event, we have updated the Euromontana article published on January 26th, 2017 and entitled Promotion Programme for Agricultural Products 2017 with new information learned at the event. You can find the updated article here.

The Info Day was divided into presentations on details associated with the new call and examples of successful projects. The presentations included: The 2017 Annual Work Programme, the 2017 calls for proposals: how to prepare and submit your proposal, The model grant agreement, and the Information portal on promotion of agricultural products. The PDFs of the presentations found in the hyperlinks and can be referenced for further information.

Here we present a few of the key take aways from the day, divided into specific details about the calls, grant agreement format, financing, and resources available for applicants. For more information please read the Euromontana article on the promotion programme, visit the CHAFEA website, or reference the presentations above.


The calls are divided into simple and multi programmes with a total financing of 133 million Euros, 85.5 of that for simple programmes and 43 million for multi programmes. Applications must be submitted by April 20th, 2017 through the Participant Portal.

The simple programme funds projects by one or more organizations based in EU Member States. The multi programme finances projects from at least 2 organizations located in at least two Member States or one or more European organizations working together. Average budgets for projects range from €2 million for simple programmes and €4 million for multi programmes. While smaller budgets are accepted, the project must have an effect at the level of the EU and it may be hard to achieve an EU impact with a small budget. Co-financing rates range from 70 to 85%. For simple programs, competent national authorities in collaboration with CHAFEA will manage the financing. For multi-programmes, CHAFEA will manage the grant.

For more specifics about financial criteria, award criteria, and grant proposal requirements, please see the article Promotion Programme for Agricultural Products 2017 originally published on January 25th, 2017 and updated with information learned at the Info Day.

Mountain Products

While mountain products are eligible for the programme, per Regulation 1144/2014, there is a lack of specific details and evaluation criteria about mountain products in the current call. At the Info Day, we were encouraged to indicate in the impact section of the proposal how the mountain product will add value, such as through employment and economic development. Therefore, in the impact section, applicants should include the specific impact of a proposal in mountain/outer areas.

Commission Activities

The Commission will implement specific initiatives to promote products in third countries, will provide technical support to applicants, supply experts, and provide information and promotion measures if there is a market disturbance or loss of consumer confidence in the agrifood sector.

CHAFEA Resources

CHAFEA has a number of resources for applicants that can be found via the CHAFEA website. This includes a new section of FAQs. Shortly, a website will be launched to support applicants with sections dedicated to news and events, how to enter new markets, support for exporters, market information, intellectual property rights, funding opportunities and calls for proposals, details on eligibility, and campaign information. The website will also include a tool to check eligibility. Two webinars will be held in February and March to accompany the correct drafting of communication strategies. The February webinar was on objectives, indicators, and evaluation of results and the March webinar will be on the communication strategy. Finally, CHAFEA has a telephone (+352 – 4301 – 36611) and email (chafea-agri-calls@ec.europa.eu) Helpdesk which can answer questions concerning the rules defined by the Regulations and the guidelines and be available all year. Simple programme proposals may also contact their competent national authorities for more information.

Presentations of Successful Projects

The Info Day also included presentations of successful projects. The project, The Promotion of EU Pork in the modern retail and food services sectors in China, sought to increase the sale of high value cuts and emphasize food safety, traceability, quality, and taste. The project promoted EU products and food service through cooking demonstrations and advertising, exhibitions in restaurants and bars, web based communication through social media, and traditional workshops on quality, food safety, distribution, and how to handle frozen meat. The campaign was worth 4.6 million Euros over 3 years and was very successful.

In Austria, the project How best to influence European eating habits towards an increased intake of fresh fruit and vegetables: The Austrian “5 a day campaign” held a large campaign to increase fruit and vegetable consumption among young people. To do so, the project made brochures, came up with specific games and pamphlets targeting kids, and implemented lessons in schools that teach kids about fruits and vegetables.

Other examples include projects entitled: Premium European Kiwis, Vinho Madeira: 500 anos de Historia, and Cheese up your life: a multi country programme in internal markets. You can read more about all these projects by visiting the CHAFEA website.


We encourage Euromontana members to apply for the Promotion Programme if you are eligible. Feel free to contact the Secretariat if you would like to partner with other members of Euromontana or with outside organizations.

For more information about the programme or to submit an application, please visit the following websites:

Reference regulations and acts:




For more information about the promotion programme:

CHAFEA infographic : http://ec.europa.eu/chafea/agri/reform-infographic_en.html

CHAFEA website on the promotion programme: http://ec.europa.eu/chafea/agri/index_en.html

To submit an application

Visit the « Participant Portal ».

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