COMMISSION OF THE EUROPEAN COMMUNITIES 
COM(94) 162 final 
Brussels, 03.05.1994 
$;'•••"'*• ™ ^111 
COMMUNICATION FROM THE COMMISSION TO THE COUNCIL 
concerning the programme of measures to be taken 
to promote the use of flax fibre 
for the period 1 January 199 5 to 31 December 1996 
A 
EXPLANATORY MEMORANDUM 
1. Article 2 of Council Regulation (EEC) No 1308/70 on the common 
organization of the market in flax and hemp provides that Community 
measures may be taken to encourage the use of flax fibre. The Commission 
is to forward to the Council the programme of measures which it plans to 
take. 
2. The flax promotion programme is necessary in order to consolidate and 
develop a quality image for European flax vis-à-vis international 
competition, and to distinguish it more clearly from all other textile 
fibres. 
3. This Communication contains the general programme of measures referred to 
under point 1. The programme is to run from 1 January 1995 to 
31 December 1996. 
4. The programme comprises information measures to promote the use of flax, 
and research measures that can be rapidly put to use in terms of 
promotion. 
5. For the information campaigns, the commission proposes to allocate the 
bulk of the available resources to action on the Community market, whilst 
retaining a reduced amount for action on the USA market. 
The planned measures consist basically of action to promote the quality 
image and modernity of European flax in the three following key sectors: 
clothing, furnishing and household linen. 
6. As regards the research measures, the Commission proposes to give 
priority to research measures that can be rapidly put to use in terms of 
promotion, such as the identification of new treatments that can be 
rapidly applied and/or the technical and economic optimization of new 
processes to promote the improvement of flax and extend its marketing 
outlets. 
7. Finally, in order to increase the profitability of flax promotion 
measures, the Commission proposes to have the results of these measures 
assessed by an independent consultant. 
1 A. 
COMMOHXCATION FROM THE COMMISSION TO THE COUNCIL 
concerning the programme of measures to be taken 
to promote the use of flax fibre 
for the period 1 January 1995 to 31 December 1996 
A. PURPOSE OF THE COMMUNICATION 
1. Article 2 of Council Regulation (EEC) No 1308/70 on the common 
organization of the market in flax and hemp^1), as last amended by 
Regulation (EEC) No 1557/93*2), provides that two types of Community 
measure may be taken to promote the use of flax: firstly, information 
campaigns and secondly the development of new outlets and improved 
products. The measures are to be adopted by the Commission, which is to 
forward to the Council the programme of measures it plans to take. These 
measures are to be financed by withholding of a portion of the flat-rate 
Community aid per hectare granted for Community areas under fibre flax. 
2 . Th i:-. Communication contains the "general programme" of the measures which 
the Commission is planning to implement during the period' 1 January 1995 
to 31 December 1996 and which will be financed by withholding aid in 
respect of two marketing years, i.e. 1993/94 and 1994/95. The period 
between the end of the current programme and the programme referred to in 
this Communication, i.e. the second half of 1994, will be financed under 
the reserve provided for to that end in the current programme. A table 
summarizing the action planned is given in the Annex. 
B. FINANCING 
To finance these measures, in accordance with Article 2(3) of Regulation 
(EEC) No 1308/70, which provides that financing is to be provided by 
withholding a portion of the aid for flax, the Council adopted Regulation 
(EEC) No 1558/93<3), as amended by Regulation (EEC) No 2044/93<4), fixing 
the amount of this portion of the aid per hectare for flax for 1993/94 at 
ECU 44.42 per hectare. 
(1) OJ No L 146, 4.7.1970 
(2) OJ No L 154, 25.6.1993 
(3) OJ No L 154, 25.6.1993 
(4) OJ No L 185, 28.7.1993 
2 -
Furthermore, given the Commission proposal to maintain the amount withheld 
for the 1994/95 marketing year, and subject to a Council decision to this 
effect, the amount withheld for that marketing year should also be ECU 44.42 
per hectare. 
in the liijht ol the actual areas sown with libre tlax tor 199 3 ('>'/ <M'> IK») 
and the foreseeable areas for 1994 (1993 areas + 207., i.e. 62 454 ha), the 
available amount is ECU 2 311 838.90 for 1993/94 and ECU 2 774 206.68 for 
1994/95, i.e. ECU 5 086 045.58 for the two years. 
Converting the green ecu into the budget ecu would result in: 
an amount pi ECU 2 790 389.55 for the first year 
and ECU 3 348 467.46 for the second year, i.e. 
a total of ECU 6 138 857.02 for the two years<M, 
rounded up to ECU 6 138 857. 
C. PLANNED MEASURES 
c.l Assumptions 
Following evaluation of campaigns conducted under previous programmes and 
the current programme the Commission considers that: 
a. Flax has diversification potential which is insufficiently exploited 
(e.g.: winter flax, potential mixtures such as flax/cotton, flax/silk or 
flax/wool), and that it also suffers from a lack of distinction as a 
quality European product; 
b. a satisfactory impact is achieved only when the resources employed reach 
a certain threshold; 
c. A single campaign on a largish scale is more effective than a scattering 
of campaigns on a smaller scale; 
d. measures taken on the European market will be more cost effective and 
make monitoring much easier than the same measure taken on the market of 
a third country; 
(1) ECU 2 311 838.9 x 1.207 = ECU 2 790 389.55 
ECU 2 774 206.68 x 1.207 = ECU 3 348 467.46 
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«. although priority mst W fivon to the Community market', nve.isure^ < m I he 
United States market could,consolidate the impact of efforts already 
undertaken successfully there; 
f. publicity measures should take greater account of the special features of 
some regions of the Community market (division into north/centre/south); 
g. effective promotion of flax will be possible only if all the parties 
concerned work together closely. 
In view of the foregoing, the Commission proposes the following information, 
research and assessment measures: 
C2 Information campaigns 
C.2.1 GEOGRAPHICAL DISTRIBUTION 
(a) The community market ECU 4 7 00 000 
The proposed measures should be feasible in all the Member States, taking 
account of the specific nature and the size of actual and potential outlets 
in each of them. 
(b) Third-country markets: Publicity campaign ECU 800 000 
Following the experience gained and the success achieved in previous 
programmes on third-country markets such as the United States, the 
Commission considers it necessary to continue to support the efforts of 
the professional organizations on these markets, in particular: 
events or information days for opinion leaders (mass media, fashion 
designers, stylists, interior decorators, etc.) 
information campaigns via the specialized press or any other information 
medium. 
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C.2.2 TYPES OF MEASURE ON THE COMMUNITY MARKET 
(a) Media campaigns ECU 3 000 000 
Experience has demonstrated the major impact of media campaigns and press 
conferences on consumersf the trade, opinion leaders and distributors at 
the following levels; publicity, trend forecasts, technical and commercial 
information, general informâtion, etc. 
In addition to the press campaign, the following could be used; advertising 
inserts in magazines, TV fcpots, publicity reports, posters near to points pf 
•sale,,. etc*":;: ' . 
The commission thinks the amount allocated to media and press campaigns 
Should fee ECU 3 00© 000. 
<b) Various information measures ECU 1 700 000 
The Commission thinks it necessary to support, by various information 
measures, the gradual creation/revival of the image of an environmentally 
friendly, modern, high-quality and appealing product in its three main 
outlets: clothing, furnishing and household linen. 
As regards means, the Commission proposes to use textiles exhibitions, 
demonstrations and events (trade fairs, in-store promotion, competitions, 
etc.), educational material and events, fixed or mobile advertising 
carriers, sponsoring, involvement in special radio and TV broadcasts, 
mailings, leasing of shop windows, etc. Lastly, action to make the whole 
distribution chain more aware of the product could help to expand linen 
outlets. 
The amount allocated to these measures should be ECU 1 700 000. 
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C.3 Research ECU 300 000 
on the strength of positive experience under previous campaigns, the 
Commission proposes to allocate S'f. of the available budget (ECU 300 000) to 
research measures likely to yield results rapidly for promotional use. 
The funds could be used to support research into the development of new 
treatments that can be rapidly applied, the technical and economic 
optimization of new processes, the extension of work begun under previous 
Community programmes and the distribution of the results, and the 
development of the "winter linen" outlet. 
c-4 Assessment ECU 250 000 
For greater impact, the measures need to be adapted on the basis of a 
careful assessment of the results achieved in the past. Therefore, in 
addition to a systematic assessment by the contractors themselves, the 
Commission proposes to have the most important measures in the programme 
assessed by a specialized agency. The overall cost of this is estimated at 
ECU 250 000. 
C.5 Reserve ECU 88 857 
D. MISCELLANEOUS 
1. The Commission will ensure that the financial contribution from the 
Community is publicized throughout the implementation of the programme 
2. The Commission reserves the right to revise the programme in the light of 
requirements which may become apparent when its detailed programme is 
drawn up. In the event of significant changes, the Council will be 
informed immediately. 
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SUMMARY TABLE OF PROPOSED MEASURES 
(ECU) 
Budget * 
allocation of budget 
Research 300 000 5% 
Information campaigns 
A. EC measures 
1. Media and press campaigns 3 000 000 49* 
2. Various measures 1 700 000 28% 
B. Campaigns in non-member countries 800000 13'/. 
Assessment 250 000 4v. 
Reserve 88 857 lv. 
TOTAL 6 138.857 100% 
? 
FINANCIAL STATEMENT 
Date: 
1. BUDGET HEADING: 14 01 
Specific measures for fibre flax and hemp APPROPRIATIONS: ECU 3 million 
2. TITLE: Programme of measures to promote the use of flax fibres for the period 1 January 1995 to 
31 December 1996. 
3. LEGAL BASIS: Article 2(4) of Regulation (EEC) No 1308/70. 
4. AIMS OF PROJECT: To promote the use of textile flax fibres. 
5. FINANCIAL IMPLICATIONS 
5.0. EXPENDITURE 
- CHARGED TO THE EC BUDGET 
(REFUNDS/INTERVENTION) 
- NATIONAL ADMINISTRATION 
- OTHER 
5.1. REVENUE 
- OWN RESOURCES OF THE EC 
(LEVIES/CUSTOMS DUT1ES) 
- NATIONAL 
5.0.1. ESTIMATED EXPENDITURE 
5.1.1. ESTIMATED REVENUE PERIOD OF 12 MOUTHS 
ECU 3 million 
1996 
+ECU 3 million CURRENT FINANCIAL 
YEAR 
(94) 
Nil 
199 7 FOLLOWING FINANCIAL 
YEAR 
(95) 
ECU 3 million 
19 9 8 1999 
5.2. METHOD OF CALCULATION: 
The calculation is based on the assumption that. '.>()'(, ol the total expenditure of ECU (> million will 
be made in 1995 and 50% in 1996. 
6.0. CAN THE PROJECT BE FINANCED FROM APPROPRIATIONS ENTERED IN THE RELEVANT CHAPTER OF THE CURRENT BUDGET? 
6.1. CAN THE PROJECT BE FINANCED BY TRANSFER BETWEEN CHAPTERS OF THE CURRENT BUDGET? 
6.2. IS A SUPPLEMENTARY BUDGET NECESSARY? 
6.3. WILL FUTURE BUDGET APPROPRIATIONS BE NECESSARY? 
YES 
COMMENTS: 
ISSN 0254-1475 
COM(94) 162final 
CUMENTS 
EN 43 
Catalogue number : CB-CO-94-175-EN-C 
ISBN 92-77-67860-7 
Offîce for Official Publications of the European Communities 
L-2985 Luxembourg