This year, a special focus is put on promoting products and farming methods that support more directly the European Green Deal objectives, such as organic products, fruit and vegetables and sustainable agriculture.

For 2021, a total budget of €182.9 million is allocated to the promotion of EU agri-food inside and outside the EU. Out of the total budget, €173.4 million is dedicated to the co-financing of promotion programmes that will be selected among the proposals following the calls published today.Almost half of the budget (€86 million) dedicated to co-financing promotion programmes will go towards campaigns more directly in line with the European Green Deal ambitions, and in particular the Farm to Fork strategy. This includes promotion programmes on organic products with a total allocated budget of €49 million and on sustainable agriculture with a budget of €18 million. Furthermore, €19.1 million were allocated to the promotion of fruit and vegetables in the context of a balanced diet.