REA agri-food promotion programmes aim to raise awareness of the efforts made by European farmers to produce quality products and help them to boost their profile on EU and international markets.
1. What is the European Research Executive Agency (REA)?
Established in 2021, the European Research Executive Agency (REA) is the successor to CHAFEA, the Consumer, Health, Agriculture and Food Executive Agency of the European Union. In other words, it is responsible for managing around €200 million in grants to promote agri-food products inside and outside Europe.
REA manages four types of support areas: Consumer Programme (helping citizens to enjoy their rights as consumers), Health Programme (improving the sustainability of health systems), safe food training (ensuring a high level of food safety and promoting a harmonised approach in the food industry) and the promotion of agri-food products programme.
This last programme, which we will discuss in this article, focuses on increasing the recognition of agri-food products. It also increases their market share both in the internal market (within the European Union) and abroad, in third countries such as China, Japan, the USA, etc.
2. What should these programmes include?
Programmes must include a strategic plan, that is a joint plan of operations where, depending on the target markets and the theme of the programme, all planned promotion activities will be detailed throughout the programme's implementation. This series of actions includes
- Advertising campaigns in press, radio, internet, television
- Point-of-sale promotions
- Public relations campaigns
- Trade faits attendance
- Digital promotion
These actions can include B2B or B2C promotional tactics.
3. Differences between simple and multi programmes
The main difference lies in the number of countries involved. In other words, different organisations from the same country can submit a proposal for a campaign to promote their agri-food products in a single programme.
On the other hand, the multi programme brings together different organisations from different countries to carry out this international promotion.
In both cases, Simple and Multi programmes, the objective is to promote agri-food product(s) under the same theme, brand, and identity that represents them and benefits them all equally. Therefore, both single and multiple programmes must be understood as teamwork.
4. Which are the eligibility criteria?
The following types of organisations can apply for funding:
- Trade or inter-trade organisations set up in an EU country or at the EU level which are representative of the sectors concerned in that EU country or at the EU level.
A trade or inter-trade organisation is deemed representative if it accounts for at least half of the sector's producers or half of the volume or value of marketable production of the products or sector. A percentage lower than 50% may be accepted if justified, or where it is an interbranch organisation recognised by the EU Member State.
- Groups of producers and processors active in areas of geographical indications.
- Producer organisations or associations of producer organisations that an EU country has recognised.
- Agri-food organisations that promote their products in the general public's interest and have been established for at least two years in the respective EU country.
Source: REA
Only applications from organisations established in EU countries are accepted. Check other requirements you must meet.
5. Which agri-food products are eligible?
The products eligible for EU agri-food programmes are, according to REA, those published in Annex I of the "Consolidated Version of the Treaty on the Functioning of the European Union", except for tobacco.
Examples of eligible products:
- Certain transformed products, such as beer, chocolate, bread and pastry, pasta, salt, sweet corn and cotton.
- Spirit drinks with geographical indication
- Wine (in simple programmes, it has to be associated with (an)other EU product(s)) and national quality schemes
- Fisheries products if associated with (an)other product(s)
Conclusion
The European Union's international information and promotion programme led by REA provides a unique opportunity to secure the necessary funding to meet our objectives. The key is to increase market share through international promotion.
