2002R0094 — EN — 23.03.2003 — 005.001 — 1
This document is meant purely as a documentation tool and the institutions do not assume any liability for its contents
►B COMMISSIONREGULATION(EC)No94/2002
of18January2002
laying down detailed rules for applying Council Regulation (EC) No 2826/2000 on information
andpromotionactionsforagricultural productsontheinternalmarket
(OJ L 17, 19.1.2002, p. 20)
Amended by:
Official Journal
No page date
►M1Commission Regulation (EC) No 305/2002 of 18 February 2002 L 47 12 19.2.2002
►M2Commission Regulation (EC) No 434/2002 of 8 March 2002 L 67 6 9.3.2002
►M3Commission Regulation (EC) No 1186/2002 of 2 July 2002 L 173 4 3.7.2002
►M4Commission Regulation (EC) No 2097/2002 of 27 November 2002 L 323 41 28.11.2002
►M5Commission Regulation (EC) No 497/2003 of 18 March 2003 L 74 4 20.3.2003
Corrected by:
►C1Corrigendum, OJ L 316, 20.11.2002, p. 27 (94/2002)
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COMMISSIONREGULATION(EC)No94/2002
of18January2002
laying down detailed rules for applying Council Regulation (EC)
No 2826/2000 on information and promotion actions for agricul-
turalproductsontheinternal market
THE COMMISSION OF THE EUROPEAN COMMUNITIES,
Having regard to the Treaty establishing the European Community,
Having regard to Council Regulation (EC) No 2826/2000 of 19
December 2000 on information and promotion actions for agriculturalproducts on the internal market, (
1) and in particular Articles 12 and 16
thereof,
Whereas:
(1)Detailed rules should be laid down for applying the measures to
provide information about, and to promote, agricultural productsand, secondarily, foodstuffs on the internal market.
(2)In the interests of sound management, the frequency with whichlists of themes and products eligible under these measures are to
be drawn upshould be sp ecified.
(3)In order to prevent any risk of distortion of competition, guide-
lines should be drawn upon the way the sp ecific origin ofproducts covered by promotion and information campaigns is tobe referred to.
(4)The procedure for presenting programmes and selecting imple-
menting bodies should be determined with a view to ensuring
the broadest possible competition and free movement ofservices.
(5)Criteria governing the selection of programmes by the MemberStates and their scrutiny by the Commission should be estab-lished with a view to ensuring that the Community rules are
complied with and that the measures to be implemented are
effective, in particular in the light of Council Directive 92/50/EEC of 18 June 1992 relating to the coordination of proceduresfor the award of public service contracts (
2), as last amended by
Commission Directive 2001/78/EC (3).
(6)In the context of its collaboration with the Member States, once
the Commission has scrutinised the programmes it is to notify
the Management Committee of the programmes approved andtheir budgets.
(7)General guidelines on campaigns should be laid down for thepurpose of managing the programmes to be implemented.Campaigns should have an informative aspect in accordance
with Article 3 of Regulation (EC) No 2826/2000. Initially, these
guidelines have been drawn upfor a limited number of keysectors, without prejudice to the inclusion of other sectors orthemes at a later date. Guidelines have still to be drawn upforlive plants and floricultural products.
(8)With a view to ensuring that the Community measures are effec-
tive, preferential criteria should be laid down for selecting
programmes so as to optimise their impact.
(9)In the case of programmes involving more than one MemberState, provision should be made for measures to ensure that theMember States concerned cooperate in submitting and scruti-nising programmes.2002R0094 — EN — 23.03.2003 — 005.001 — 2
(1) OJ L 328, 21.12.2000, p. 2.
(2) OJ L 209, 24.7.1992, p. 1.
(3) OJ L 285, 29.10.2001, p. 1.
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(10)The consequences, which may involve, where appropriate, a
reduction of Community financing, should be spelled out in
cases where an organisation is rejected for lack of part-financingby a Member State and Article 9(3) of Regulation (EC) No2826/2000 does not apply.
(11)The checks to be carried out by the Member States onprogrammes managed directly by them should be determined.
(12)Detailed rules on the Community's financial contribution shouldbe laid down in the interests of sound financial management. Itshould be specified in particular that, in the case of multiannualprogrammes, the Community's total financial contribution maynot exceed 50 % of the total cost.
(13)The various arrangements ensuring that commitments enteredinto are fulfilled should be laid down in contracts to beconcluded between the parties concerned and the competentnational authorities within a reasonable time limit, using stan-dard forms of contract supplied by the Commission.
(14)With a view to the proper performance of such contracts,contractors should lodge a security equal to 15 % of theCommunity contribution in favour of the competent authority.To the same end, a security should be lodged where an advancepayment is applied for.
(15)The primary requirement within the meaning of Article 20 of
Commission Regulation (EEC) No 2220/85 (1), as last amended
by Regulation (EC) No 1932/1999 (2), should be defined.
(16)With a view to budget management requirements, a penaltyshould be laid down for failure to submit, or late submission of,intermediate payment applications and for late payment by
Member States.
(17)In the interests of sound financial management and in order to
avoid any danger that payments to be made take up the wholeof the Community financial contribution and leave no balanceto pay, provision should be made for advances and intermediatepayments not to exceed 80 % of the Community contribution. To
the same end, applications for payment of the balance must
reach the competent authorities within a specified time limit.
(18)The Member States should monitor the implementation of themeasures covered by this Regulation and the Commission shouldbe kept informed of the results thereof. In the interests of sound
financial management, provision should be made for the
Member States to cooperate where measures are implementedin a Member State other than the one in which the competentauthority signing the contract is established.
(19)Regulation (EC) No 2826/2000 harmonises information andpromotion measures for agricultural products on the internal
market and brings them together in a single text. The detailed
implementing rules for the different sectors should thereforealso be harmonised and simplified. Accordingly, the existingsectoral implementing provisions and regulations relating to thepromotion of agricultural products should be repealed.
(20)The measures provided for in this Regulation are in accordancewith the opinion of the joint meeting of the managementcommittees on agricultural product promotion,2002R0094 — EN — 23.03.2003 — 005.001 — 3
(1) OJ L 205, 3.8.1985, p. 5.
(2) OJ L 240, 10.9.1999, p. 11.
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HAS ADOPTED THIS REGULATION:
Article 1
For the purposes of Article 6(1) and Article 7(1) of Regulation (EC)
No 2826/2000, ‘programme’ means a coherent set of measures of ascope that is sufficient to contribute towards improving informationabout, and sales of, the products concerned.
Article 2
1. In compliance with the criteria set out in Article 3 of Regulation
(EC) No 2826/2000, the promotion and/or information message passedon to consumers and other target groups shall include the intrinsicqualities and/or characteristics of the product concerned.
2. Any reference to the origin of products shall be secondary to the
central message of a campaign. However, the origin of a product may
be indicated in the case of a designation under Community rules or a
feature of a typical product needed to illustrate the promotion or infor-mation campaign.
3. Any reference in promotion and information messages to the
effects on health of consuming the products concerned must be basedon generally-accepted scientific data. Such messages must be acceptedby the national authority responsible for public health. The trade
federation or interbranch organisation making the proposal shall keep
a list available for the Member State concerned and the Commissionof the scientific studies and the opinions of authorised scientific institu-tions on which such messages are based.
Article 3
The lists of themes and products referred to in Article 4 of Regulation
(EC) No 2826/2000 shall be drawn upby 31 March at the latest everytwo years. The initial lists are set out in Annex I hereto.
The competent national authorities for the application of this Regula-
tion are listed in Annex II.
Article 4
Programmes as referred to in Article 1 shall be implemented over a
period of at least one year but not more than three years from thedate on which the relevant contract takes effect.
Article 5
1. For the purpose of implementing measures under the programmes
referred to in Article 6 of Regulation (EC) No 2826/2000, the MemberState concerned shall receive, in response to a call for proposals and nolater than 31 January and 31 July each year, programmes drawn up bytrade and interbranch associations in the Community which are repre-
sentative of the sector or sectors concerned.
However, the Member States concerned shall receive programmes to be
submitted in 2003 relating to olive oil, table olives and fibre flax in
response to a call for proposals no later than 31 May 2003.
Such programmes shall comply with the Community rules governing
the products concerned and their marketing, and the guidelines referredto in Article 5 of Regulation (EC) No 2826/2000 and the specificationsstipulating exclusion, selection and award criteria distributed to thatend by the Member States concerned.
The guidelines are laid down for the first time in Annex III to this
Regulation.2002R0094 — EN — 23.03.2003 — 005.001 — 4
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2. Member States shall take the necessary steps to ensure that, under
contracts involving their country, the authorities awarding contractsenforce Directive 92/50/EEC.
3. Where an information and/or promotion programme involving
more than one Member State is planned, the Member States concernedshall cooperate in drawing up compatible specifications and calls for
proposals.
4. In response to such calls for proposals, the organisations referred
to in paragraph 1 shall draw up information and promotionprogrammes in cooperation with the implementing body or bodies that
they have selected by a competitive procedure using appropriate means
validated by the Member State concerned.
5. In the case of programmes involving more than one Member
State, the Member States concerned shall cooperate in selecting the
programmes and shall undertake to contribute to their financing in
accordance with Article 9(2).
Article 6
In cases where a Member State makes no financial contribution and
Article 9(3) of Regulation (EC) No 2826/2000 is not applied, the trade
federation or interbranch organisation of that Member State shall be
excluded from the programme.
Article 7
1.►
M4No later than 15 March and 30 September each year the
Member States shall send the Commission a provisional list of the
programmes and proposed implementing bodies and a copy of eachprogramme which they have selected. ◄In the case of programmes
involving more than one Member State, this notification shall bemade by common accord of the Member States concerned.
However, the programmes submitted in 2003 relating to olive oil, table
olives and fibre flax in response to a call for proposals shall be notified
to the Commission no later than 30 June 2003.
2. Where a programme is found not to comply with the Community
rules or the guidelines referred to in Annex III, the Commission shallinform the Member State(s) concerned, within 60 calendar days ofreceipt of the provisional list, that all or part of that programme is
ineligible.
3.►
M4After checking programmes on the final list referred to in
the third subparagraph of Article 6(3) of Regulation (EC) No 2826/2000 the Commission shall decide, no later than 31 May and 15December, which programmes it may part-finance under the indicative
budgets listed in Annex III to this Regulation. ◄
The Commission shall notify the joint management committees
provided for in Article 13 of Regulation (EC) No 2826/2000 of itsdecision.
However, the Commission shall decide on programmes submitted in
2003 relating to olive oil, table olives and fibre flax in response to acall for proposals no later than 15 September 2003.
4. The proposing trade federations or interbranch organisations shall
be responsible for the proper implementation of the programmesselected.2002R0094 — EN — 23.03.2003 — 005.001 — 5
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Article 8
Where Article 7 of Regulation (EC) No 2826/2000 is applied, the
provisional list of programmes shall be communicated to the Commis-
sion no later than 15 June the first time and no later than 30 September
thereafter.
The Commission shall decide which programmes it can part-finance
under the indicative budgets given in Annex III to this Regulation no
later than 30 September 2002 the first time and no later than 15
December thereafter.
The Commission shall notify the joint management committees of its
decision.
Article 9
1. The Community's financial contribution to measures as referred to
in Article 9(1)(b) of Regulation (EC) No 2826/2000 shall amount to:
(a) 50 % of the actual cost of measures under programmes lasting one
year;
(b) 60 % of the actual cost of measures during the first year and 40 %
during the second year under programmes lasting two years, up to a
total Community contribution not exceeding 50 % of the total costof the programme;
(c) 60 % of the actual cost of measures during the first year, 50 %
during the second year and 40 % during the third year under
programmes lasting three years, up to a total Community contribu-tion not exceeding 50 % of the total cost of the programme.
This financial contribution shall be paid to Member States as referred
to in Article 10(2) of Regulation (EC) No 2826/2000.
2. Member States' financial contributions to measures as referred to
in Article 9(2) of Regulation (EC) No 2826/2000 shall amount to 20 %
of their actual cost. Where more than one Member State contributes tothe financing, the share to be paid by each shall be proportionate to thefinancial contribution of the proposing organisation established in itsterritory.
Article 10
1. As soon as the final list, referred to in the third subparagraph of
Article 6(3) of Regulation (EC) No 2826/2000, of programmes selected
by the Member States has been drawn up, the individual organisations
concerned shall be informed by the Member States whether or not theirapplications have been accepted. The Member States shall concludecontracts with the selected organisations within the following 30calendar days. Beyond that deadline, no contracts may be concluded
without prior authorisation from the Commission.
2. The Member States shall use standard forms of contract supplied
by the Commission.
3. Contracts may not be concluded by the two parties until a perfor-
mance security equal to 15 % of the maximum annual financialcontribution from the Community and the Member State(s) concerned
has been lodged in order to ensure satisfactory performance of the
contract. The security shall be lodged in accordance with Title III ofRegulation (EEC) No 2220/85.
However, where the contractor is a body governed by public law or
acts under the supervision of such a body, the competent authority ofthe Member State may accept a written guarantee from the supervisory
body covering an amount equal to the percentage specified in the first
subparagraph, provided that the supervisory body undertakes to ensurethat:
— the obligations entered into are properly discharged, and2002R0094 — EN — 23.03.2003 — 005.001 — 6
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— the sums received are used properly to discharge the obligations
entered into.
Proof that the performance security has been lodged must reach the
Member State within the time limit laid down in paragraph 1.
Performance securities shall be released within the time limit and on
the terms laid down in Article 12 of this Regulation for payment ofthe balance.
4. The primary requirement within the meaning of Article 20 of
Regulation (EEC) No 2220/85 shall be implementation of the measurescovered by the contract.
5. The Member State shall immediately send the Commission a
copy of the contract and proof that the performance security has been
lodged. It shall also send a copy of the contract concluded by the
selected organisation with the implementing body.
The latter contract shall contain the provision that the implementing
body must submit to the checks provided for in Article 13.
Article 11
1. Within 30 calendar days of the contract being signed, a contractor
may submit an application for an advance payment to the MemberState concerned, together with the security provided for in paragraph3. Beyond that date, no applications for an advance may be made.
The advance payment may amount to no more than 30 % of the annual
contribution from the Community and the Member State(s) concerned.
2. The Member State shall pay the advance within 30 calendar days
of submission of the application for advance payment. Where paymentis made late, Article 4 of Commission Regulation (EC) No 296/96 (
1)
shall apply.
3. The advance shall be paid on condition that the contractor lodges
a security equal to 110 % of that advance in favour of the MemberState in accordance with Title III of Regulation (EEC) No 2220/85.
However, if the contractor is a body governed by public law or acts
under the supervision of such a body, the competent authority may
accept a written guarantee from the supervisory body covering an
amount equal to the percentage specified in the first subparagraph,provided the supervisory body undertakes to pay the amount coveredby its guarantee if entitlement to the advance as paid is not established.
Article 12
1. Applications for intermediate payments of the Community and
Member State contributions shall be submitted before the end of the
calendar month following the month in which each period of threemonths calculated from the date of signing of the contract expires.Such applications shall cover the expenditure incurred during thequarter concerned and shall be accompanied by a summary financialstatement, the relevant supporting documents and an interim report on
the implementation of the contract. Where no expenditure has been
incurred during the quarter concerned, a statement to that effect shallbe submitted within the same time limit as for applications for inter-mediate payments.
Except in cases of force majeure , where an application for intermediate
payment and the relevant documents are submitted late, the payment
shall be reduced by 3 % for each whole month by which it is overdue.
Intermediate payments and the advance payment referred to in Article
11(1) taken together may not exceed 80 % of the total annual financialcontribution from the Community and the Member States concerned.2002R0094 — EN — 23.03.2003 — 005.001 — 7
(1) OJ L 39, 17.2.1996, p. 5.
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Once that level is reached, no more intermediate payment applications
shall be submitted.
2. Applications for payment of the balance shall be submitted within
four months of completion of the annual measures covered by the
contract.
To be considered as duly submitted, applications must be accompanied
by:
(a) a summary financial statement showing all expenditure scheduled
and incurred and all relevant supporting documents relating to the
expenditure;
(b) a summary of the work carried out (activity report);
(c) an internal report, drawn up by the contractor, evaluating the
results obtained, as ascertainable at the date of the report, and the
use that can be made of them.
Except in cases of force majeure , where an application for payment of
the balance is submitted late, the balance shall be reduced by 3 % for
each month by which it is overdue.
3. The balance shall not be paid until the documents referred to in
paragraph 2 have been checked.
Where the primary requirement referred to in Article 10(4) is not satis-
fied in full, the balance payable shall be reduced proportionately.
4. The security referred to in Article 11(3) shall be released on
condition that definitive entitlement to the advance as paid has beenestablished.
5. Member States shall make the payments referred to in the
previous paragraphs within 60 calendar days of receipt of the applica-tion for payment. However, that period may be interrupted at any timeduring the 60 days after the application for payment is first recorded as
received, by notifying the contractor concerned that the application is
not acceptable either because the amount is not due or because thesupporting documents required for all additional applications have notbeen supplied or because the Member State sees the need for furtherinformation or checks. The payment period shall start running again
from the date of receipt of the information requested, which must be
forwarded within 30 calendar days. Except in cases of force majeure ,
where the above payments are made late, the amount reimbursed tothe Member State shall be reduced in accordance with Article 4 ofRegulation (EC) No 296/96.
6. Performance securities as provided for in Article 10(3) must
remain valid until the balance is paid and shall be released by meansof a letter of discharge issued by the competent authority.
7. Within 30 calendar days of receipt, the Member State shall send
the Commission:
— the quarterly reports on implementation of the contract,
— the summaries referred to in paragraph 2(a) and (b),
— the internal evaluation report.
8. After the balance has been paid, the Member State shall send the
Commission a financial statement detailing the expenditure incurredunder the contract.
It shall also certify that, in the light of checks carried out, all the
expenditure may be considered eligible under the terms of the contract.
9. Any securities forfeit and penalties imposed shall be deducted
from the expenditure part-financed by the Community and declared tothe EAGGF Guarantee Section.2002R0094 — EN — 23.03.2003 — 005.001 — 8
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Article 13
1. In particular by means of technical, administrative and accounting
checks at the premises of the contractor and the implementing body,the Member States shall take the steps necessary to verify that:
(a) the information and supporting documents supplied are accurate,
and
(b) all the obligations laid down in the contract have been fulfilled.
Without prejudice to Council Regulation (EEC) No 595/91 (
1), the
Member States shall inform the Commission at the earliest opportunityof any irregularities detected during checks.
2. The Member State concerned shall determine the most appro-
priate way of checking on the measures covered by this Regulation
and shall notify the Commission thereof.
3. In the case of programmes covering more than one Member State,
the Member States concerned shall take the necessary steps to coordi-
nate their checks and shall inform the Commission thereof.
4. The Commission may take part at any time in the verifications
and checks provided for in paragraphs 2 and 3. To that end, the compe-tent authorities of the Member States shall notify the Commission ingood time of verifications and checks planned.
The Commission may also carry out any additional checks it considers
necessary.
Article 14
1. Where undue payments are made, the beneficiary shall repay the
amounts concerned plus interest calculated on the basis of the timeelapsing between payment and repayment by the beneficiary.
The interest rate to be used shall be that applied by the European
Central Bank to its operations in euro on the date of the undue
payment, as published in the C series of the Official Journal of the
EuropeanCommun ities , plus three percentage points.
2. Amounts recovered and the relevant interest shall be paid to the
paying agencies or departments and deducted by them from the expen-
diture financed by the European Agricultural Guidance and GuaranteeFund in proportion to the Community financial contribution.
Article 15
Articles 10, 11, 12, 13 and 14 shall also apply to programmes
presented in accordance with Article 7 of Regulation (EC) No 2826/2000.
The contracts for these programmes shall be concluded between the
Member States concerned and the selected implementing organisations.
Article 16
1. The following provisions are hereby deleted:
(a) Articles 13, 14, 15, 16 and 17 of Commission Regulation (EEC)
No 2159/89 of 18 July 1989 laying down detailed rules forapplying the specific measures for nuts and locust beans asprovided for in Title IIa of Council Regulation (EEC) No 1035/72(
2);
(b) Article 6 of Commission Regulation (EC) No 1905/94 of 27 July
1994 on detailed rules for the application of Council Regulation(EC) No 399/94 concerning specific measures for dried grapes (
3).2002R0094 — EN — 23.03.2003 — 005.001 — 9
(1) OJ L 67, 14.3.1991, p. 11.
(2) OJ L 207, 19.7.1989, p. 19.
(3) OJ L 194, 29.7.1994, p. 21.
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2. The following Regulations are hereby repealed:
(a) Commission Regulation (EEC) No 1348/81 of 20 May 1981 on
detailed rules for applying Council Regulation (EEC) No 1970/80
laying down general implementing rules for campaigns aimed at
promoting the consumption of olive oil in the Community (1);
(b) Commission Regulation (EEC) No 1164/89 of 28 April 1989 laying
down detailed rules concerning the aid for fibre flax and hemp(2);
(c) Commission Regulation (EEC) No 2282/90 of 31 July 1990 laying
down detailed rules for increasing the consumption and utilisationof apples and the consumption of citrus fruit (
3);
(d) Commission Regulation (EEC) No 3601/92 of 14 December 1992
laying down detailed rules for the application of specific measures
for table olives (4);
(e) Commission Regulation (EEC) No 1318/93 of 28 May 1993 on
detailed rules for the application of Council Regulation (EEC) No
2067/92 on measures to promote and market quality beef and
veal (5);
(f) Commission Regulation (EC) No 890/1999 of 29 April 1999 on the
organisation of publicity measures relating to the Community
system for the labelling of beef and veal (6);
(g) Commission Regulation (EC) No 3582/93 of 21 December 1993 on
detailed rules for the application of Council Regulation (EEC) No2073/92 on promoting consumption in the Community andexpanding the markets for milk and milk products (
7);
(h) Commission Regulation (EC) No 803/98 of 16 April 1998 laying
down detailed rules for 1998 for the application of Council Regula-tion (EC) No 2275/96 introducing specific measures for live plantsand floricultural products (
8).
3. The Regulations listed in paragraph 2 shall continue to apply to
information and promotion programmes approved before the entry into
force of this Regulation.
Article 17
This Regulation shall enter into force on the seventh day following its
publication in the Official Journal of the European Communities .
This Regulation shall be binding in its entirety and directly applicable
in all Member States.2002R0094 — EN — 23.03.2003 — 005.001 — 10
(1) OJ L 134, 21.5.1981, p. 17.
(2) OJ L 121, 29.4.1989, p. 4.
(3) OJ L 205, 3.8.1990, p. 8.
(4) OJ L 366, 15.12.1992, p. 17.
(5) OJ L 132, 29.5.1993, p. 83.
(6) OJ L 113, 30.4.1999, p. 5.
(7) OJ L 326, 28.12.1993, p. 23.
(8) OJ L 115, 17.4.1998, p. 5.
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ANNEX I
(a) List of themes for which information and/or promotion measures may be
carried out:
— information about protected designations of origin (PDOs), protected
geographical indications (PGIs), guaranteed traditional specialities
(GTSs) and the graphic symbols laid down in agricultural legislation,
— information about organic farming,— information about agricultural production systems that guarantee product
traceability and the labelling of such products,
— information on the quality and safety of food and nutritional and health
aspects.
(b) List of products which may be covered by campaigns:
— fresh fruit and vegetables,
— processed fruit and vegetables,— milk products,
— quality wines psr, table wines with a geographical indication,
— olive oil and table olives,— flowers and live plants,— fibre flax,— beef and veal, fresh, chilled or frozen.2002R0094 — EN — 23.03.2003 — 005.001 — 11
ANNEX II
LISTOFCOMPETENTBODIESINTHEMEMBERSTATES
(foradministeringRegulations(EC)No2702/1999and(EC)No2826/2000)
Member
StateName and address updated on 28 February 2003
Germany Bundesanstalt für Landwirtschaft und Ernährung
(BLE)
Referat 411
D-60631 Frankfurt/MainTelephone 49 69 1564 862/753-756/757
Fax 49 69 1564-791
e-mail patricia.grunwald@ble.de
dieter.pruchnewski@ble.de
ralf.keller@ble.de
Internet www.ble.de
Austria Agrarmarkt Austria
Dresdner Straße 70
A-1201 WienTelephone Milcherzeugnisse: 43 1 33 151-284
Rindfleisch: 43 1 33 151-218
Sonst. Erzeugnisse: 43 1 33 151-241
Fax Milcherzeugnisse: 43 1 33 151-396
Rindfleisch: 43 1 33 151-297
Sonst. Erzeugnisse: 43 1 33 151-303
e-mail Milcherzeugnisse: lothar.goedl@ama.gv.at
Rindfleisch: alois.luger@ama.gv.at
Sonst. Erzeugnisse: michaela.pichler@ama.gv.at
Bundesministerium für Land- und Forstwirtschaft,
Umwelt und Wasserwirtschaft
Stubenring 12
A-1010 WienTelephone Wein: 43 1 71100-2840
Horizontale Angelegenheiten: 43 1 71100-2738
Fax 43 1 71100-2901
Horizontale Angelegenheiten: 43 1 71100-2891
e-mail Wein: Rudolf.Schmid@bmlfuw.gv.at
Horizontale Angelegenheiten: Michaela.-
Zoch@bmlfuw.gv.at
Belgium Vlaamse Gemeenschap:
Administratie Land- en Tuinbouw (ALT)
Directeur-Generaal (dhr. J. Van Liefferinge)
Leuvenseplein 4
B-1000 BrusselTelephone 32 2 553 63 40
Fax 32 2 553 63 50e-mail Jules.vanliefferinge@ewbl.vlaanderen.be▼M52002R0094 — EN — 23.03.2003 — 005.001 — 12
Member
StateName and address updated on 28 February 2003
Région wallonne:
Agence wallone à l'exportation (AWEX)
Directeur général (M. Ph. Suinen)
Place Sainctelette 2
B-1080 BruxellesTelephone 32 2 421 82 11
Fax 32 2 421 87 87
e-mail mail@awex.wallonie.be
Denmark Ministeriet for Fødevarer, Landbrug og Fiskeri
Direktoratet for FødevareErhverv
Kampmannsgade 3
DK-1780 København VTelephone 45 33 95 80 00
Fax 45 33 95 80 80e-mail dffe@dffe.dk
Ministeriet for Fødevarer, Landbrug og Fiskeri
Direktoratet for FødevareErhverv
Animalsk kontor (M. Carsten Andersen)
Kampmannsgade 3
DK-1780 København VTelephone 45 33 95 88 02
Fax 45 33 95 80 34e-mail caea@dffe.dk
Spain Ministerio de Agricultura, Pesca y Alimentacion
(MAPA)
Subsecretaría — Dirección General de Alimentación
(SG Promoción Agroalimentaria)
Paseo Infanta Isabel 1
E-28014 MadridTelephone 34 913 47 53 91
Fax 34 913 47 51 68
e-mail ssgpromo@mapya.es
Finland Ministry of Agriculture and Forestry
Intervention Unit
PO Box 30
FIN-00023 Helsinki
GovernmentTelephone 358-9-160 53370
Fax 358-9-160 52707e-mail hanna.mattila@mmm.fi
tiina.saatsi@mmm.fi
intervention.unit@mmm.fi
France Office national interprofessionnel des viandes de l'éle-
vage et de l'aviculture (OFIVAL) (M. Yves Berger)
80, avenue des Terroirs-de-France
F-75607 Paris cedex 12Telephone 33 1 44 68 50 00
F a x 3 314 46 85 00 6e-mail Yves.berger@ofival.fr
Office national interprofessionnel du lait et des
produits laitiers (ONILAIT) (M
meBoulengier)
2, rue Saint-Charles
F-75740 Paris cedex 15Telephone 33 1 73 00 50 00
F a x 3 317 30 05 05 0e-mail▼M52002R0094 — EN — 23.03.2003 — 005.001 — 13
Member
StateName and address updated on 28 February 2003
Office national interprofessionnel des fruits, des
légumes et de l'horticulture (ONIFLHOR) (M. Balay)
164, rue de Javel
F-75739 Paris cedex 15Telephone 33 1 44 25 36 36
3 314 42 53 66 6
F a x 3 314 55 43 16 9
3 314 42 53 69 0
e-mail oniflhor@easynet.fr
Office national interprofessionnel des vins (ONIVINS)
(M. Dairien)
232, rue de Rivoli
F-75001 ParisTelephone 33 1 42 86 32 00
F a x 3 314 01 50 69 6e-mail
Office national interprofessionnel des céréales (ONIC)
Office national interprofessionnel des oléagineux,
protéagineux et cultures textiles (ONIOL) (M. Drege)
21, avenue Bosquet
F-75015 ParisTelephone 33 1 44 18 20 00
F a x 3 314 55 19 09 9e-mail
Institut national des appellations d'origines (INAO)
(M. Benard)
138, Champs-Élysées
F-75008 ParisTelephone 33 1 53 89 80 00
F a x 3 314 22 55 79 7e-mail jd.benard@inao.gouv.fr
Office de développement de l'économie agricole des
départements d'outre-mer (ODEADOM) (M. Danel)
31, quai de Grenelle, Tour Mercure 1
F-75738 Paris cedex 15Telephone 33 1 53 95 41 70
F a x 3 315 39 54 19 5e-mail
Office national interprofessionnel des plantes à
parfum, aromatiques et médicinales (ONIPPAM) (M.
De Laurens)
25, rue du Maréchal Foch
F-04130 VoixTelephone 33 4 92 79 34 46
F a x 3 349 27 93 32 2e-mail
Greece Ministry of Agriculture
Direction of Agricultural Expenses
Patission Street 207
Skalistiri Street 19
GR-11253 AthensTelephone (30-210) 212 82 23
(30-210) 212 82 24
Fax (30-210) 867 53 59e-mail pasku022@minagric.gr▼M52002R0094 — EN — 23.03.2003 — 005.001 — 14
Member
StateName and address updated on 28 February 2003
Ireland Department of Agriculture and Food
Agriculture House
Kildare Street
Dublin 2
IrelandTelephone 353 1 607200/6072390
Fax 353 1 6072038e-mail marian.byrne@ agriculture.gov.ie
mel.mcdonagh@agriculture.gov.ie
Italy AGEA
Dr. Renzo Lolli
Organismo Pagatore
Via Palestro, 81
I-00185 RomaTelephone 39 (06) 4949 93 08
Fax 39 (06) 4941 647e-mail Renzololli@hotmail.com
Luxembourg Administration des services techniques de l'agriculture
16, route d'Esch
boîte postale 1904
L-1019 LuxembourgTelephone 352 45 71 72 215
Fax 352 45 71 72 341e-mail www.asta.etat.lu
asta.asta@asta.etat.lu
Netherlands Ministerie van LNV
Directie I.Z.; desk PDA
Postbus 20401
2500 EK Den Haag
NederlandTelephone 31 70 3786868
Fax 31 70 3786105e-mail infotiek@dv.agro.nl
Ministerie van LNV
AgentschapLASER
Regio Zuid-West — Postbus 1191
3300 BD Dordrecht
NederlandTelephone 31 78 6395484
Fax 31 78 6395394e-mail promotie@laser.agro.nl
Portugal INGA
Rua Fernando Curado Ribeiro, n.
o4G
P-1649-034 LisboaTelephone 351 21 7518709
Fax 351 21 7518623e-mail Artur.rodrigues@inga.min-agricultura.pt
Edalberto.santana@inga.min-agricultura.pt▼M52002R0094 — EN — 23.03.2003 — 005.001 — 15
Member
StateName and address updated on 28 February 2003
United
KingdomDepartment of Environment, Food & Rural Affairs
(DEFRA)
Agrifood Exports and Regional Food Promotion Divi-
sion (Jill Russell)
Nobel House
17 Smith Square
London SW 1P 3JR
United KingdomTelephone 44 207 238 65 90
Fax 44 207 238 56 71
e-mail jill.russell@defra.gsi.gov.uk
Rural Payment Agency (RPA) (Rosemary Welch)
PO Box 69
Reading RG1 3YD
United KingdomTelephone 44 118 968 7662
Fax 44 118 968 7734
e-mail rosemary.welch@rpa.gsi.gov.uk
Sweden Swedish Board of Agriculture
S-55182 JönköpingTelephone 46 36 15 50 00
Fax 46 36 19 05 46
e-mail jordbruksverket@sjv.se▼M52002R0094 — EN — 23.03.2003 — 005.001 — 16
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ANNEX III
GUIDELINESFORPROMOTIONONTHEINTERNALMARKET
Information on the Community system of protected designations of origin
(PDOs), protected geographical indications (PGIs) and traditional special-
itiesguaranteed(TSGs)andtheirrespective logos
1. OVERVIEW OF THE SITUATION
The Communitys information campaign in 1996 to 1998 was the first step
taken to publicise the existence, meaning and benefits of the two Community
systems for protecting agri-foodstuffs with specific characteristics and for
increasing their commercial value.
In view of the campaign's short run, recognition of these designations, which
now cover more than 600 Community products, should be improved by
continuing with the measure to publicise their meaning and benefits. The
information will also cover the Community logos created to this end, in parti-
cular the logo for PDOs and PGIs created in 1998.
2. GOALS
— To provide comprehensive information on the quality system and its
effects on protecting the products that have been registered and increasing
their commercial value,
— to demonstrate the content and European nature of quality systems for
agricultural products and foodstuffs by means of multi-product campaigns
for products from a single Member State or from several Member States,
— to encourage producers/processors not yet taking part in the Community
quality system to use such a system by conforming to the specifications
for the various products registered,
— to stimulate demand for the products concerned by informing consumers
and distributors of the existence, significance and benefits of the quality
systems and their logos, the conditions under which designations are
awarded, the relevant checks and controls, and the traceability system.
3. MAIN TARGETS
— Producers and processors, and associations thereof,
— distributors (supermarkets, wholesalers, retail outlets, restaurants), and
associations thereof,
— consumers and associations thereof,— opinion multipliers.
4. MAIN MESSAGES
— The product/products has/have specific characteristics associated with its/
their geographical origin (PDO/PGI), in particular as regards the elements
justifying the link with its/their geographical environment/geographical
origin and its/their reputation/renown. Preference will be given to multi-
product campaigns for products from a single Member State or from
several Member States,
— the product/products has/have specific characteristics associated with its/
their particular traditional method of production, regardless of where it is/
they are produced (TSG),
— quality aspects (safety, nutritional value and taste, traceability),— diversity, richness and flavour of the products concerned,— the presentation of some PGI, PDO or TSG products as examples of the
successful commercial enhancement of foodstuffs with special character-
istics,
— goals of the system: protecting the products that have been registered and
increasing their commercial value, and in particular combating usurpation
and imitations of protected designations.
5. MAIN CHANNELS
— Electronic (Internet site),
— PR contacts with the media (specialised, women's and culinary press),— contacts with consumer associations,— point-of-sale information,2002R0094 — EN — 23.03.2003 — 005.001 — 17
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— audio-visual media,
— written documents (leaflets, brochures, etc.),
— participation at trade fairs and shows,
— publicity in the specialised press,— for programmes submitted by one or more Member States, information
and training actions on the Community systems for PDOs/PGIs/TSGs.
6. DURATION OF THE PROGRAMME
Between 24 and 36 months, with targets set for each stage.
7. INDICATIVE BUDGET
EUR 4 million.2002R0094 — EN — 23.03.2003 — 005.001 — 18
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Informationonthegraphicsymbolforthemostremoteregions
1. OVERVIEW OF THE SITUATION
The outside evaluation study shows that the Community's 1998-99 informa-
tion campaign on the graphic symbol (logo) for the most remote regions was
received with a great deal of interest on the part of those operating in that
sector.
As a result, some producers and processors sought approval for their quality
products, so that they could use the logo.
In view of the short run of this first campaign, the time is now ripe to
improve the various target-groups' awareness of the logo by continuing the
measures to inform them about its meaning and benefits.
2. GOALS
— To publicise the existence, meaning and benefits of the logo.
— To encourage producers and processors in the regions concerned to use
the logo.
— To improve awareness of the logo among distributors and consumers.
3. MAIN TARGETS
— Local producers and processors.
— Distributors and consumers.— Opinion multipliers.
4. MAIN MESSAGES
— The product is typical and natural.
— It originates in a Community region.— Quality (safety, nutritional value and taste, production method, link with
origin).
— The product's exotic nature.— Variety of the supply, including out of season.— Traceability.
5. MAIN CHANNELS
— Electronic channels (Internet site, etc.).
— Telephone information line.
— PR contacts with the media (e.g. specialised journalists, women's press,
culinary press).
— Demonstrations at points of sale, fairs and shows, etc.— Contacts with doctors and nutritionists.— Other channels (leaflets, brochures, recipes, etc.).
— Audio-visual media.
— Publicity in the specialised and local press.
6. DURATION OF THE PROGRAMMES
24-36 months, with targets set for each stage.
7. INDICATIVE BUDGET
EUR 3 million.2002R0094 — EN — 23.03.2003 — 005.001 — 19
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Organicproduction
1. OVERVIEW OF THE SITUATION
The consumption of organically produced agricultural products is particularly
popular among urban populations, but the market share of these products is
still fairly limited.
Levels of awareness among consumers and other interested parties about the
characteristics of the organic farming method are still relatively low.
2. GOALS
— To encourage the consumption of organic farming products,
— to broaden awareness among consumers, farmers, processors and distribu-
tors of organic farming and its products,
— to make the Community rules on organic production methods, the checks
performed and the Community organic farming logo known to the public
at large.
3. MAIN TARGETS
— Consumers in general and specific target groups of consumers,
— farmers, processors and distributors (supermarkets, wholesalers, caterers
and canteens, points of sale),
— opinion multipliers.
4. MAIN MESSAGES
— Organic products are natural, suited to modern daily living and a pleasure
to consume. They result from production methods that respect the envir-
onment and animal welfare. The products are subject to stringent
production and traceability rules. They are checked for compliance
throughout the food chain by independent bodies and public authorities,
— information on the Community logo (which may be supplemented with
information on the collective logos introduced in the Member States,
provided that their specifications meet stricter conditions than those laid
down for the Community logo).
(The messages must be well thought out and positive; messages for consu-
mers must take account of the specific consumption patterns of the different
target groups.
Use of the word ‘organic’ and its equivalent in other languages with respect
to food products is protected by law. The Community logo is the symbol for
organic products which is understood throughout the European Union and
which indicates that the products meet strict EU production criteria and
have undergone stringent checks).
5. MAIN CHANNELS
— Electronic channels (e.g. Internet site) and audiovisual media,
— telephone information line,— PR contacts with the media (e.g. specialised journalists, women's press,
food industry press, radio and TV broadcasts on organic food products
or cookery),
— contacts with doctors, nutritionists, teachers and other specific groups,— point-of-sale information and demonstrations,— written documents (brochures, journals, etc.),— publicity in the general and specialised press.
6. DURATION OF THE PROGRAMME
Between 12 and 36 months, giving priority to multiannual programmes that
set objectives for each stage.
7. INDICATIVE BUDGET
EUR 6 million.2002R0094 — EN — 23.03.2003 — 005.001 — 20
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▼M5
Milkandmilkproducts
1. OVERALL ANALYSIS OF THE SITUATION
There has been a drop in the consumption of liquid milk, particularly in the
major consumer countries, mainly due to competition from soft drinks among
young people. By contrast, there is an overall increase in the consumption of
milk products expressed in milk equivalent.
2. GOALS
— To increase liquid milk consumption
— To consolidate consumption of milk products— To encourage consumption by young people.
3. TARGET GROUPS
— Children and adolescents, especially girls aged eight to 14
— Young women and mothers aged 15 to 40— People aged over 55.
4. MAIN MESSAGES
— Milk and milk products are healthy, natural, high-energy products suited
to modern living and enjoyable to consume.
— Messages must be positive and take account of the specific nature of
consumption on the different markets.
— The continuity of the main messages must be ensured during the entire
programme in order to convince consumers of the benefits to be had
from regularly consuming these products.
5. MAIN CHANNELS
— Electronic channels
— Telephone information lines— PR contacts with the media (e.g. specialised journalists for women's and
young people's press)
— Contacts with doctors and nutritionists— Contacts with teachers— Other channels (leaflets and booklets, children's games, etc.)— Demonstration at sales points— Visual media (cinema, specialised TV channels)— Radio spots— Publicity in the specialised press (young people and women).
6. DURATION OF PROGRAMMES
12 to 36 months, giving priority to multi-annual programmes that set targets
for each stage.
7. INDICATIVE BUDGET
EUR 6 million.2002R0094 — EN — 23.03.2003 — 005.001 — 21
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Wine
1. OVERALL ANALYSIS OF THE SITUATION
Wine production is ample while consumption is static or even in decline for
certain types of wine, and supply from third countries is on the increase.
2. GOALS
To inform consumers about the variety, quality and production conditions of
European wines and the results of scientific studies.
3. TARGET GROUPS
Consumers, excluding young people and adolescents as referred to in Council
Recommendation 2001/458 (1).
4. MAIN MESSAGES
— Community legislation strictly regulates production, quality indications,
labelling and marketing, so guaranteeing for consumers the quality and
traceability of the wine on offer.
— The attraction of being able to choose from an extremely wide selection
of European wines of different origins, highlighting the growing of
European wines and its link to the local area.
— Drinking wine in moderation in conjunction with a balanced diet.
5. MAIN CHANNELS
Information and public relations measures:
— training for distributors and caterers,
— contacts with the medical profession and specialised press,— other channels (Internet site, leaflets and brochures) to guide consumers
in their choice and create opportunities for consumption at family events.
6. DURATION OF PROGRAMMES
12 to 36 months, giving priority to multi-annual programmes that set objec-
tives for each stage.
7. INDICATIVE BUDGET
EUR 6 million.2002R0094 — EN — 23.03.2003 — 005.001 — 22
(1) OJ L 161, 16.6.2001, p. 38.
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Freshfruitandvegetables
1. OVERALL ANALYSIS OF THE SITUATION
In this sector, the need to ensure a steady and regular disposal of supply is
more pronounced for some products, regardless of the communication
measures taken hitherto.
There is a noticeable lack of interest among consumers under 35, which is
even stronger among the school-age population. This is not in the interests
of a balanced diet.
2. GOALS
The aim is to restore the image of the products as being ‘fresh’ and ‘natural’
and to bring down the average age of consumers, chiefly by encouraging
young people to consume the products concerned.
3. TARGET GROUPS
— Young households under 35
— School-age children and adolescents— Mass caterers and school canteens— Doctors and nutritionists.
4. MAIN MESSAGES
— The products are natural
— The products are fresh— Quality (safety, nutritional value and taste, production methods, environ-
mental protection, link with the product's origin)
— Enjoyment— Balanced diet— Variety and seasonal nature of supply of fresh products— Ease of preparation: fresh foods require no cooking— Traceability— Consuming these products is good for the health.
5. MAIN CHANNELS
— Electronic channels (Internet sites presenting the products, with games for
young people)
— Telephone information lines— PR contacts with the media (e.g. specialised journalists, women's press,
youth magazines and papers)
— Contacts with doctors and nutritionists— Educational measures targeting children and adolescents by mobilising
teachers and school canteen managers
— Other channels (leaflets and brochures with information on the products
and recipes, children's games, etc.)
— Visual media (cinema, specialised TV channels)— Radio spots
— Publicity in the specialised press (young people and women).
6. DURATION OF PROGRAMMES
12 to 36 months, giving priority to multi-annual programmes that set targets
for each stage.
7. INDICATIVE BUDGET
EUR 6 million.2002R0094 — EN — 23.03.2003 — 005.001 — 23
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Processedfruitandvegetables
1. OVERVIEW OF THE SITUATION
There is a structural imbalance on this market which is more pronounced for
some products that also face stiff competition from imports and where the
attempts at communicating with consumers have met with little success.
In particular it is worth noting that consumers are receptive to processed
products because they are easy to prepare. This is therefore a market with
growth potential which can also benefit basic production.
2. GOALS
The image of the product needs to be modernised and made more youthful,
giving the information needed to encourage consumption.
3. MAIN TARGETS
— Housewives.
— Mass caterers and school canteens.— Doctors and nutritionists.
4. MAIN MESSAGES
— Quality (safety, nutritional value and taste, preparation methods).
— Ease of use.
— Enjoyment.
— Variety of supply and availability throughout the year.— Balanced diet.— Traceability.
5. MAIN CHANNELS
— Electronic channels (Internet site).
— Telephone information line.
— PR contacts with the media (e.g. specialised journalists, women's press).
— Demonstrations at points of sale.— Contacts with doctors and nutritionists.— Other channels (leaflets and brochures featuring products and recipes).— Visual media.— Women's press, culinary press, professional press.
6. DURATION OF THE PROGRAMMES
12-36 months, giving priority to multiannual programmes that set objectives
for each stage.
7. INDICATIVE BUDGET
EUR 3 million.2002R0094 — EN — 23.03.2003 — 005.001 — 24
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Liveplantsandflowerproducts
1. OVERVIEW OF THE SITUATION
The supply situation in the sector is increasing competition between products
from within the Community and products from third countries.
The evaluation studies of the promotion campaigns carried out from 1997 to
2000 suggest that, in order to facilitate the sale of Community production
within the European Union, the whole chain from producer to distributor
needs to be better organised and rationalised, and consumers should be better
informed about the intrinsic qualities of products.
2. GOALS
— To increase the consumption of flowers and plants of Community origin.
— To rationalise the industry of each Member State and keep participants
more informed at all stages, in particular encouraging practices which
benefit the environment.
— To strengthen the partnership between professionals from several Member
States, allowing, amongst other things, the most advanced knowledge in
the sector to be shared, and certain specific products to be developed.
3. MAIN TARGETS
— Producers
— Nurseries— Distributors— Students— Opinion multipliers: journalists, teachers— Consumers.
4. MAIN MESSAGES
— Quality of European products
— Environmentally-friendly production methods— Techniques aiming for more durable products— An optimum mix of varieties of plants and flowers.
5. MAIN CHANNELS
— Fairs and exhibitions: stands representing products of several Member
States
— Training measures for professionals, consumers and students— Shared knowledge leading to greater product durability— Consumer information measures through the press, and also through
initiatives such as catalogue publishing, gardeners' calendars, and
possibly a ‘plant of the month’ campaign: measures to promote pot plants
— Increased use of electronic media (Internet, CD-ROM, etc.).
6. DURATION OF PROGRAMME
Twelve to 36 months, giving priority to programmes presenting a strategy
and properly justified objectives for each stage.
7. INDICATIVE BUDGET
EUR 4 million.2002R0094 — EN — 23.03.2003 — 005.001 — 25
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Olive oilandtableolives
1. OVERALL ANALYSIS OF THE SITUATION
While the supply of olive oil and table olives is on the increase, demand for
these products varies widely between traditional consumer markets and those
where they are a relatively new phenomenon.
In the traditional consumer Member States (Spain, Italy, Greece and
Portugal), the products concerned are generally well-known and consumption
is high. In other words, these are mature markets where there is little
prospect of any overall increase in demand.
In the ‘new consumer’ Member States, per capita consumption is still low
and many consumers do not yet know about the different qualities and uses
of olive oil and table olives. This is the market where there is major scope
for increasing demand.
2. GOALS
— To increase consumption in the ‘new consumer’ Member States by
increasing market penetration and diversifying the use of these products.
— To consolidate and, where possible, increase consumption in the tradi-
tional consumer Member States by improving information to consumers
about aspects which remain little known and getting young people into
the habit of buying the products.
3. TARGET GROUPS
(a) In the ‘new consumer’ Member States:
— Chief purchasers
— Opinion formers (gastronomes, chefs, restaurants, general and specia-
lised press (gastronomy, women's, various styles)
— Distributors.
(b) In the ‘traditional consumer’ Member States:
— Chief purchasers aged 20 to 35
— Consumer press— Medical and paramedical press.
4. MAIN MESSAGES
(a) In the ‘new consumer’ Member States:
— olive oil, in particular extra virgin oil, is the natural product of an
ancient tradition and know-how ideally suited to a highly-flavoured
modern cuisine,
— tips for daily use (hot and cold) throughout the year,
— the different quality categories and variety of flavours of olive oil,
— the organoleptic characteristics of virgin olive oil (aroma, colour,
taste) vary subtly between varieties, areas, harvests, PDOs/PGIs, etc.
This diversity offers a wide range of culinary sensations and possibi-
lities,
— the nutritional qualities of olive oil make it an important part of a
balanced and health diet,
— information on the quality control, certification and labelling system
for olive oil,
— table olives are a natural and healthy product, which can be eaten as
snacks or in complex dishes.
(b) In the ‘traditional consumer’ Member States:
— the different categories of olive oil and the specific features of virgin
oils,
— the meaning and advantages of the Community PDO/PGI system and
information about all the olive oils and/or table olives registered as
PDOs/PGIs throughout the Community,
— information on the quality control, certification and labelling system
for olive oil,
— despite its long history, olive oil is a modern product with both nutri-
tional and culinary value,
— the characteristics of the different varieties of table olives.
Without prejudice to Article 2(3), information on the nutritional qualities of
olive oil must be based, in particular, on the documentation produced for the2002R0094 — EN — 23.03.2003 — 005.001 — 26
▼M5
seventh olive oil promotional campaign and validated by the Commission's
scientific assistant.
5. MAIN CHANNELS
(a) In the ‘new consumer’ Member States:
— The Internet
— Promotion at points of sale (tasting, recipes, information)— Publicity (or publicity editorials) in the general, culinary, women's
and lifestyle press
— Public relations with opinion formers (specialised journalists, chefs,
etc.).
(b) In the ‘traditional consumer’ Member States:
— The Internet
— Publicity (or publicity editorials) in the specialised press (women's,
culinary, etc.) focusing on updating the product's image
— Promotion at points of sale
— Public relations and PR contacts with the press (events, participation
in consumer shows, etc.)
— Joint actions taken with the medical and paramedical profession.
6. DURATION OF PROGRAMMES
12 to 36 months, giving priority to programmes that set a properly reasoned
strategy and objectives for each stage.
However, pending all the results of the external evaluation of the seventh
campaign, programmes approved in 2003 will last for 12 months.
7. INDICATIVE BUDGET
EUR 6 million, broken down as follows:
— 70 % for programmes to be implemented in one or more ‘new consumer’
Member States,
— 30 % for programmes to be implemented in one or more ‘traditional
consumer’ Member States.2002R0094 — EN — 23.03.2003 — 005.001 — 27
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Fibreflax
1. OVERALL ANALYSIS OF THE SITUATION
The liberalisation of international trade in textiles and clothing has brought
European flax into contact with sharp competition with flax from outside
the Community, offered at very attractive prices, and other fibres. At the
same time, consumption of textiles is tending to stabilise.
2. GOALS
— To develop the image and reputation of European flax
— To increase consumption of this product, as identified by the ‘Masters of
Linen’ mark
— To capitalise on the distinctive qualities of European flax, as identified by
the mark
— To inform consumers about the characteristics of new products placed on
the market.
3. TARGET GROUPS
— Prescribers (stylists, designers, makers, editors)
— Distributors— Textiles, fashion and interior design education circles (teachers and
students)
— Opinion leaders— Consumers.
4. MAIN MESSAGES
— The quality of the product comes from the conditions in which the raw
material is produced, the use of suitable varieties and the know-how
brought to bear all along the production chain.
— European flax offers a wide range of products (clothing, decoration,
household linen) and a wealth of creativity and innovation.
— The ‘Masters of Linen’ mark, based on compliance with specifications,
identifies top-quality European flax in the light of criteria relating to
specific production and processing conditions in the European Commu-
nity, from cropto cloth.
5. MAIN CHANNELS
— Electronic channels (Internet sites)
— Professional shows— Information measures targeting users downstream (designers, makers,
distributors, editors)
— Information at sales points— Relations with the specialist press— Educational information measures in fashion schools, textile engineer
courses, etc.
6. DURATION OF PROGRAMMES
12 to 36 months, giving priority to multiannual programmes that set objec-
tives for each stage.
7. INDICATIVE BUDGET
EUR 1 million.2002R0094 — EN — 23.03.2003 — 005.001 — 28
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Beefandveal
1. GOALS
The aim of the communication programme is to restore confidence in the
beef and veal market by coordinated efforts in the Member States concerned.
It is to be a flexible programme: the objectives and broad structure will be
common to all, but the particular combination of elements and the timing
will vary from Member State to Member State as the situation demands.
There is a need for consistency, but not uniformity. The programme will
cover all beef markets.
The body responsible for the programme must be identified in each Member
State. A point of contact is also to be provided.
The programme should address consumers' concerns and reassure them about
beef and veal.
The information campaign
The campaign will concentrate on reassuring consumers, who need to know
that European and national legislation lays down rules to ensure product
safety (e.g. traceability and labelling) and provides effective control
throughout the production chain.
The campaign will operate at three levels: European Union, national authori-
ties, and the private sector.
The content and meaning of any national or private labels used should be
explained.
All material is to give the addresses of the European and national websites.
2. MAIN MESSAGES
— Beef and veal is nutritious and subject to regulation
— Effective safety measures are in place, including checks— Beef and veal labelling is designed to reassure consumers— More information is available if the consumer would like it.
3. TARGET GROUPS
A.Individualconsumers
— The key consumer audience is women aged 25 to 45, with children,
living in urban areas. These women are the core of the food-buying
market.
— A second target group is single people and couples aged under 35
with good purchasing power, whose product choice is guided by
convenience and taste.
B.Theinstitutionalmarket(schools,hospitals,catering providers,etc.)
The specialised press and consumer associations are also directly involved as
opinion multipliers.
4. MAIN CHANNELS
— e-tools (Internet),
— telephone information line,
— contacts with media (e.g. consumer journalists, scientific and specialised
press), conferences, question-and-answer sessions given by independent
food safety experts. These sessions will involve traders, consumer groups
and other institutional market entities,
— print media (e.g. consumer magazines, regional press, leaflets, brochures,
etc.),
— visual media, such as poster advertising, point-of-sale materials, TV,— radio.
5. INDICATIVE BUDGET
EUR 6 million.2002R0094 — EN — 23.03.2003 — 005.001 — 29