Polski
English
Русский
Freshfel Europe Raises Concerns Over EU’s “Boosted” Agri-Food Budget and New Promotion Branding
Freshfel Europe Raises Concerns Over EU’s “Boosted” Agri-Food Budget and New Promotion Branding
During this week’s State of the Union debate in the European Parliament, Commission President Ursula von der Leyen announced a “boosted” agri-food promotion budget and the launch of a new “Buy European Food” branding for EU-funded promotion policy. While presented as positive developments, Freshfel Europe warns that both announcements raise significant concerns regarding the actual scale of the budget increase and the implications of rebranding the EU promotion strategy for agricultural products.
The EU promotion policy, with a budget of more than €180 million, is a vital instrument of the Common Agricultural Policy (CAP), with the fruit and vegetable sector among its main beneficiaries. However, the multi-promotion budget—initially set at €84.4 million, including €9 million for fruit and vegetables—has been under severe pressure. In 2025, the entire “multi” budget was suspended to reallocate funds in response to the war in Ukraine. Only €40 million was reinstated at the last minute, representing a 53% cut from the original allocation. The 2026 annual budget is currently set at zero, with only the uncertain possibility of partial last-minute reallocations, creating instability for the sector.
“When the Commission President promises a ‘boosted budget,’ will it truly increase the total envelope of €180 million?” asked Philippe Binard, General Delegate of Freshfel Europe. “Or will it merely restore part of what was previously cut? Predictable and reliable promotion funding is essential for the European fruit and vegetable sector to plan and invest effectively in fresh produce promotion.”
Concerns also extend to the unexpected rebranding of the EU campaign slogan from “Enjoy it’s from Europe” to “Buy European Food.” Freshfel Europe underlines that this decision was taken without stakeholder consultation or credible impact assessment, undermining good governance and confidence in policy-making.
“The current slogan has been in place for over a decade and is widely recognised as a trusted signature of EU-funded promotion programmes,” Binard noted. “Narrowing the focus to ‘food’ undermines agriculture, which must remain at the core of EU promotion efforts. There is no food without agriculture.”
Freshfel also warns that redirecting limited funds towards already well-branded, high-margin food industries risks leaving fresh fruit and vegetables – natural, healthy, and sustainable products with lower margins – underfunded and disadvantaged.
The “Buy European Food” message may also raise questions of integrity. Freshfel Europe recalls that EU promotion support should only apply to foods 100% composed of EU ingredients. Many processed foods contain significant levels of non-EU ingredients, which could indirectly benefit from EU funding, contrary to the policy’s objectives.
Freshfel Europe calls on the European Commission to:
-
Provide transparency on the actual scope of the budget increase, with clear figures and projections.
-
Ensure a robust, stable budget for fruit and vegetables, in line with the EU’s ambitions for healthier and more sustainable diets.
-
Preserve the long-term efficiency of the policy by maintaining continuity of the well-established “Enjoy it’s from Europe” branding.
Read more:
Trade Fair Duo expoSE & expoDirekt 2025: Innovation, Efficiency and Sustainability in Asparagus and Berry Production
International Petrochemistry Conference & Exhibition PCCF 2026 – New Delhi, March 10–11, 2026
Trade fair duo for asparagus and berry production expoSE & expoDirekt | 19 to 20 November 2025 | Messe Karlsruhe, Germany
