European Commission approves simpler rules for EU food promotion funds

The European Commission has approved simpler rules for the European Union’s agri-food promotion policy, easing administrative and financial requirements for organizations that seek EU support to market food and farm products at home and abroad.

The changes, announced by the Commission’s Directorate-General for Agriculture and Rural Development, are meant to make promotion programs easier to carry out for beneficiaries and for national authorities in member states. The Commission said the revision draws on 10 years of experience managing these programs and follows consultations with stakeholders and member states.

Among the main changes, the deadline to conclude contracts will double to 180 days from 90 days. The Commission said the longer period should give member states and beneficiaries more time to complete procedures tied to approved programs. The maximum pre-financing rate will also rise to 30%, a move intended to provide more money upfront, especially for smaller beneficiaries. In addition, reporting obligations on the impact of so-called simple programs will be reduced to a single final notification to the Commission.

The decision matters for beverage producers because wine groups, regional consortia and other drinks organizations that rely on EU promotion funds could face lower administrative costs and improved cash flow when launching campaigns. That may make it easier for smaller wineries and trade bodies to apply for support, particularly in export markets where early spending on promotion, events and distribution is often significant. Any effect will depend on how widely the revised rules are used and on future budget decisions.

The regulation will enter into force on the seventh day after its publication in the Official Journal of the European Union, and the new rules will apply from that date. The Commission said they will not apply to contracts for simple programs concluded before Dec. 1, 2026, in order to avoid disrupting current practice.

The budget for the 2027 agri-food promotion program has not yet been finalized. The Commission said funding could still change as part of the revision of the EU’s 2021-2027 multiannual financial framework. The final budget for the 2027 annual work program is expected to be confirmed in October 2026.

The Commission said adequate financial resources remain essential if promotion programs are to continue supporting the bloc’s agri-food sector over the long term. The policy co-finances campaigns that promote EU agri-food products and is designed to reward farmers and food businesses that meet EU standards on quality, safety and environmental practices while competing in global markets.

Since 2016, the Commission says it has co-financed more than 650 campaigns under the slogan “Enjoy, it’s from Europe,” aimed at strengthening the reputation of EU agri-food products both inside the bloc and internationally. According to the Commission, the policy has also supported the rollout of free trade agreements, including those with Japan, South Korea and Canada, and has contributed to a stronger EU agri-food trade balance over the past decade.

The Commission also argues that promotion can improve resilience in the sector by helping exporters diversify markets. That point is especially relevant for wine and other beverage categories that are exposed to shifts in tariffs, consumer demand and geopolitical tensions across major importing countries.

Under EU rules, simple programs involve one or more organizations from the same member state and are managed by national authorities. By reducing paperwork and increasing advance funding, Brussels is trying to make those programs more accessible at a time when many producer groups are under pressure to justify spending and expand sales in competitive overseas markets.