(1)

Annex I is amended as follows: (a) Part A. ‘List of themes and products’ is amended as follows: (i) the 13th indent is replaced by the following: ‘— Products covered by the schemes for protected designations of origin (PDO), protected geographical indications (PGI), traditional specialties guaranteed (TSG) or optional quality terms in accordance with Regulation (EU) No 1151/2012 of the European Parliament and of the Council (1) (1) OJ L 343, 14.12.2012, p. 1.’" (ii) the 15th indent is deleted (iii) the following indent is added: ‘— Sheep meat’ (b) Part B. ‘Guidelines’ is amended as follows: (i) in the guidelines on ‘FRESH, CHILLED OR FROZEN MEAT, PRODUCED IN ACCORDANCE WITH A COMMUNITY OR NATIONAL QUALITY SCHEME’, in point 2. ‘Goals’, the words ‘PDO/PGI/TSG and organic farming’ are replaced by the words ‘PDO/PGI/TSG, optional quality terms and organic farming’ (ii) the guidelines on ‘PRODUCTS WITH A PROTECTED DESIGNATION OF ORIGIN (PDO), A PROTECTED GEOGRAPHICAL INDICATION (PGI) OR TRADITIONAL SPECIALITY GUARANTEED (TSG)’ are replaced by the following: ‘PRODUCTS COVERED BY THE SCHEMES FOR PROTECTED DESIGNATIONS OF ORIGIN (PDO), PROTECTED GEOGRAPHICAL INDICATIONS (PGI), TRADITIONAL SPECIALITIES GUARANTEED (TSG) OR OPTIONAL QUALITY TERMS IN ACCORDANCE WITH REGULATION (EU) No 1151/2012 1. Overview of the situation The Union system for protecting product names provided for in Regulation (EU) No 1151/2012 is a priority in the implementation of the quality strand of the common agricultural policy. It is therefore necessary to continue previous efforts to run campaigns by which the denominations, the products covered by the protected names and optional quality terms are made known to all potential actors in the chain of production, preparation, marketing and consumption of those products. 2. Goals Information and promotion campaigns should not focus on one or only a very limited number of product names, but rather on groups of names either of certain product categories or of products produced in one or several regions in one or several Member States. The objectives of those campaigns should be to: — provide comprehensive information on the content, the operation and the Union nature of the schemes and, in particular, on their effects on the commercial value of the products with protected names or optional quality terms which after registration benefit from the protection granted by those schemes, — enhance knowledge of the Union symbols for products covered by the schemes for PDO/PGI/TSG or optional quality terms among consumers, distributors and food professionals, — encourage producer/processor groups not yet taking part in those schemes to register the names of products which satisfy the basic requirements and to apply optional quality terms, — encourage producers and processors in the regions concerned but not yet taking part in the schemes to participate in the production of the products bearing the registered names by conforming to the approved specifications and inspection requirements laid down for the various protected names, — stimulate demand for the products concerned by informing consumers and distributors of the existence, significance and benefits of the schemes, and of the logos, the criteria for awarding designations, the relevant checks and controls, and the traceability system. 3. Target groups — Producers and processors — Distributors (supermarkets, wholesalers, retailers, caterers, canteens, restaurants) — Consumers and consumer associations — Opinion multipliers 4. Main messages — The products bearing the protected names have specific characteristics associated with their geographical origin; in the case of products with a PDO, the quality or characteristics of the products are essentially or exclusively linked to the particular geographical environment with its inherent natural and human factors. In the case of products with a PGI, the products possess a specific quality or reputation which can be attributed to the geographical origin; the geographical link must occur in at least one of the stages of production, processing or preparation — The products with a TSG have specific characteristics associated with their particular traditional methods of production or with the use of traditional raw materials — The Union symbols for PDO, PGI and TSG are symbols that are understood throughout the Union as designating products meeting specific conditions of production linked to their geographical origin or to their tradition and subject to inspection — Optional quality terms relate to a characteristic of one or more categories of products, or to a farming or processing attribute which applies in specific areas — The use of the optional quality term adds value to the product as compared to products of a similar type — Optional quality terms have a Union’s dimension — The presentation of some products covered by the schemes for PDO, PGI, TSG or optional quality terms as examples for the potential of successful commercial enhancement of products whose names are registered under the protection schemes — These protection schemes support the Union cultural heritage, support the diversity of agricultural production and the maintenance of the countryside 5. Main channels — Internet and other electronic means — Public relations contacts with the media (specialised, women’s and culinary press) — Contacts with consumer associations — Point of sale information and demonstrations — Audiovisual media (specific television spots, etc.) — Printed documents (leaflets, brochures, etc.) — Participation at trade fairs and shows — Information and training seminars and actions on the functioning of the Union schemes for PDO, PGI, TSG or optional quality terms 6. Duration and scope of the programmes Twelve to 36 months, giving priority to multiannual programmes that set clear objectives and a strategy for each phase.’ (iii) the guidelines on ‘POULTRYMEAT’ are deleted (iv) the following new guidelines on ‘SHEEP MEAT’ are added: ‘SHEEP MEAT 1. Overview of the situation The sheep meat sector is a very fragile sector and experiencing a crisis: consumption, production and prices of sheep meat are in decline, whilst costs (introduction of electronic identification, feed prices, traditional production as transhumance) are on the rise. Moreover, supply of sheep meat from third countries is increasing. Given the worsening profitability, many producers are obliged to leave the production, which can have negative consequence on the variety of the meat in the Union and on further abandonment of the countryside. Sheep meat is an important part of the culinary heritage in the Union and its production plays in fact a special role especially in areas with difficult farming conditions, in terms of landscape preservation and socioeconomic impact. 2. Goals — To increase awareness of the target groups about the quality, the sustainable production conditions of the sheep meat and the special role it plays in the culinary heritage in the Union — To increase sheep meat consumption 3. Target groups — Producers and processors — Distributors (supermarkets, wholesalers, retailers, caterers, canteens, restaurants) — Consumers (especially the young ones, aged 18 to 40 years) and consumer associations — Opinion multipliers, journalists, gastronomic experts 4. Main messages — Environmentally friendly and traditional production methods — Traceability (electronic identification) — The labeling of meats allows the consumer to identify the origin and the characteristics of the products — Inform consumers of the diversity and organoleptic and nutritional properties of sheep meat — Advice for use, recipes — The information and promotion campaigns are restricted to products from the Union 5. Main channels — Internet and other electronic means — Promotion at points of sale (tasting, recipes, information) — Press relations and public relations (events, participation in consumer fairs, etc.) — Publicity (or publicity editorials) in the press — Audiovisual media (television and radio) — Participation in trade fairs — Other channels 6. Duration and scope of the programmes Twelve to 36 months, giving priority to multiannual programmes that set clear objectives and a strategy for each phase and are organised by two or several Member States and implemented in at least two new markets.’