The general objective of the information provision and promotion measures is to enhance the competitiveness of the Union agricultural sector.
This topic covers information provision and promotion programmes aiming at increasing the awareness and recognition of Union quality schemes as defined in Article 5(4)(a), (b) and (c) of Regulation (EU) No 1144/2014.
The objective is to increase the awareness and recognition of the Union quality schemes:
Information and promotion programmes targeting Union quality schemes should be a key priority in the internal market since such schemes provide consumers with assurances on the quality and characteristics of the product or the production process used, achieve added value for the products concerned and enhance their market opportunities.
One of the expected results is to increase the levels of recognition of the logo associated with the Union quality schemes by the European consumers knowing that, according to special Eurobarometer (No 440), only 20% of Europeans consumers recognise the logos of products that benefit from a protected designation of origin (PDO), 17% for a protected geographical indication (PGI) and 15% for the Traditional Specialty Guaranteed, these being the main Union quality schemes. In addition, only 23% of European consumers recognise the logo of organic farming.
The expected ultimate impact is to enhance the competitiveness and consumption of Union agri-food products registered under a Union quality scheme, raise their profile and increase their market share.
Financial support is provided to one or more organisations from the same member state representative of various agricultural sectors on the member state level in order to implement information and promotion campaigns on the internal market.
Information and promotion programmes shall consist of a coherent set of operations and shall be implemented over a period of at least one year but not more than three years. They shall in particular consist of public relation work and information campaigns and may also take the form of participation in events, fairs and exhibitions of national, European and international importance.