EN    EN EN 
 
EN    EN  EUROPEAN COMMISSION 
Brussels, 25.11.2010 
SEC(2010) 1434 final 
  
COMMISSION STAFF WORKING DOCUMENT 
 
accompanying the 
Report from the Commission to the European Parliament and the Council on the 
application of Council Regulation (EC) No 3/2008 on information provision and 
promotion measures for agricultural products  on the internal market and in third 
countries 
{COM(2010) 692 final} 
 
EN 2   EN ANNEX 1  
Changes introduced to the prom otion regime since the Report 2006 
In addition of the changes already mentioned under the heading II.A.1 of the report, many 
other adaptations was introduced in or der to improve the promotion regime: 
In 2006, a tailor-made computer application M PP (Management of Promotional Programmes) 
was made operational. This application allows consulting the database with financial and 
other important data on promotional programmes a nd related contracts, and serves as a source 
for ad-hoc statistical analysis. All program mes accepted since the beginning of the regime 
have been introduced into MPP. Since then, by  using this IT tool, the Commission services 
are in a position to better monitor the regime by having an instantaneous and complete picture 
of all programmes as well as  their financial execution. 
The procedure for selection of programmes was improved, notably by the adoption of a 
uniform evaluation grid. Since February 2009,  this new quantitativ e evaluation tool has 
allowed a more objective selection of th e programmes submitted to be co-financed. 
Furthermore, based on running programmes and othe r sources, a sample of cost elements for 
the various measures (fairs, visits, pre ss conferences, …) included in the proposed 
programmes have been identified and are bein g used when evaluating programmes for co-
financing. 
New impact assessment requirements were defi ned within the guidelines elaborated and 
introduced in the Complementary Notes in the A nnex of the existing Application Form to be 
used by the proposing organisations when submitt ing a programme. Furthermore the part of 
the budget allowed for an ex-pos t impact assessment of each pr ogramme, was increased from 
3 to 5%. 
It is to be underlined that these improvements are in line with the Court of Auditors 
recommendations, as shown in point III.B of the Report.  
Regulations changes affecting the Promotion regime between 2006 and 2010 
Several adaptations concerning ei ther the promotion regime as a whole, or the promotion of 
some particular product sectors were introduced by new regulations: 
– A new provision was introduced by Regulation (EC) No 1182/2007 of the 
Council, to increase fruits and vegetables consumption by the schoolchildren. The maximum % of the Community co-f inancing was increased from 50 to 
60% for these particular promotion measures. 
– The amended designations of Community wines, adopted by Council 
Regulation (EC) No 479/2008, have been introduced in the Annexes of Commission Regulation (EC) No 501/2008, by Regulation (EC) 
No 1313/2008. 
– In order to face the avian influenza crisis' consequences, new guidelines were 
introduced on time by the Commission (see Annex II of Regulation (EC) 
No 501/2008), allowing the stakeholders to introduce by an exceptionally fast 
procedure, promotion programmes targe ting the information of the consumer 
 
EN 3   EN and the re-establishment of the c onsumer confidence and consequently 
consumption. 
– In addition, taking into account that th e milk sector experienced a period of 
acute economic difficulty which was likel y to endanger the economic survival 
of a large number of holdings, th e Commission, by its Regulation (EC) 
No 698/2009, allowed € 20 mio for specific promotion programmes within this 
sector, as well as appropriate dispos als in order to fight that crisis. 
– Council Regulation (EC) No 153/2009 ha s been adopted: it modifies 
Regulation (EC) No 3/2008, allowing th e Member States to accept an 
international organisation as implementi ng body, in particular  within the olive 
oil sector, in the cases where these Member States are implementing their own promotion programmes in third countries. 
Last but not least, by its Decisions 2007/243/CE
1 and 2008/960/CE2, the Commission has 
imposed financial corrections on Member States  which have been found not to comply with 
regulatory provisions. The main  reasons were "Deficiencies in accounting and technical 
controls", and "Late payments and weaknesses in key controls".  Those corrections were of a 
total amount of € 6.003.792,02 recovered after c onclusive controls in IT (€ 4.678.229,72) and 
in SP (€ 1.325.562,30). 
                                                 
1 JO L 106 of 24.4.2007, p. 55. 
2 JO L 340 of 19.12.2008, p. 99. 
 
EN 4   EN ANNEX 2  
Promotion activities managed directly by DG AGRI  
1. High level missions 
Within the framework set up by Article 2(3) of Council Regulation (EC) No 3/2008, from 
2007 to 2010, several high level missions were orga nised in India, China and South Africa. 
Those visits offered the opportunity to carry out a very busy agenda of activities including 
seminars, meetings with the press,  participation in trade fairs, "business-to-business" meetings 
and events at the local chambers of commer ce. In each case, they were backed up by 
systematic public relations efforts, both dur ing and after the mission. During the reporting 
period, the budget appropriation for high level mi ssions was € 1 million/year. As one can see 
from the figures below, real expendi ture has been significantly lower. 
For 2010 a high level mission is planned in Moscow (14-17 September 2010). 
High level commercial mission in India (6-10 March 2007) 
For the mission in India the Commissi oner was accompanied by a delegation of 
28 representatives from European food and drinks  companies from 15 countries representing 
most sectors. During the visit, a very busy pr ogramme of activities wa s carried out both in 
New Delhi and in Mumbai. The EU was also pr esent with a stand at the food and drinks 
"Aahar trade fair" in New Delhi. During and after the mission, the visit was backed up by a 
systematic and sustained effort of public re lations. Cost of the high level commercial mission 
in India: € 603.458,81. 
Promotional campaign in China (14 to 16 May 2008) 
Given the success of the India mission, a similar mission was organised in China in May 
2008, with the objective this time to reinforce th e visibility of Community products mainly for 
the professionals and the media, but also to wards the consumers of the middle-class. The 
mission rests on 3 promotional ax es: i) a “Tasty Europe” st and on the SIAL Shanghai food 
and drinks trade fair, one of the most important of its kind in Asia, ii) a seminar on EU quality labels within the framework of the fair; and iii) 2 “European Weeks” promoting Community 
products. Cost of the promoti onal campaign in China: € 657.690,45. 
Promotional event in Cape Town (S outh Africa: 8-10 September 2008) 
A promotional event was organised in Cape To wn (South Africa) in the framework of the 
presence, as guest of honour, of Commissioner Fischer Boel at the 17
th World Meat Congress 
from 8 to 10 September 2008. The objective of this  operation was to deliver to the world meat 
community an objective message centred on the qua lity and safety of Community meat. Cost 
of the promotional even t in Cape Town: € 74.194,06. 
High level trade mission to China (18-22 May 2009) 
For the mission to China the Commissioner was accompanied by a delegation of 
11 businessmen representing 8 Member States and the main agro-food  sectors. The mission 
consisted in a more promotional first part in Shanghai followed by a second part in Beijing more focused on political dialogue. The promotional campaign was centred on the participation of the EU with a stand in the 10
th edition of the SIAL Shanghai food and drinks 
trade fair, which was inaugurated by Mrs Fischer Boel as guest of honour. About 
 
EN 5   EN 15 Community exporters were involved at the EU  stand in Shanghai. Cost of the high level 
commercial mission in China: € 738,618.50. 
Promotional event in Hong Kong (4-6 may 2009) 
In order to launch the campaign in China, an  operation was organise d in Hong Kong in the 
framework of the HOFEX trade fair which took place from 4 to 6 May 2009. The EU was 
represented with a stand and several events were  organised: an opening cocktail, a seminar on 
geographical indications for professionals an d a “European Delicacies festival”. The 
organisation of the event benefited from the active involvement of the working group made 
up of all trade representatives from EU Member  States present on the territory. Cost of the 
promotional operation in Hong Kong: € 147.985,40. 
2. Promotion campaign for organic food and farming 
Work on this campaign started in 2006 with in the framework set up by Council Regulation 
(EC) No 2826/2000 (later repealed by Council Regulation (EC) No 3/2008) to follow up 
Action 1 of the European Action Plan for or ganic food and farming. With a budget of a 
maximum value of € 3 million over 3 years and covering all 27 Member States, the campaign 
was conceived to complement national promotional activities. It was launched on 25 July 2008. 
Within the campaign, a multilingual website www.organic-farming.europa.eu
 was developed 
in 22 languages, offering a multitude of information on organic farming to different target groups, including organic and co nventional farmers, stakehol ders' organisations, final 
consumers and their associations, students, a nd children. The website is also used as a 
platform for distributing promotional material from a "toolbox" available free of charge in 
22 languages to anyone wishing to promot e organic food and farming in the EU. 
Visitors to the website can find information on organic farming in general, EU policy in the 
fields of environment, animal welfare, consumer  confidence, and relevant institutions in the 
field of organic farming. There is also a kids' corner. After the launch of the website, the focus 
was shifted to the promotion of this campaign a ll over Europe to stak eholders, which are the 
primary target group of this campaign. In this perspective, the campaign has been introduced 
at 17 promotional events all over Europe. 
Since the beginning, the development of th e promotional campaign has been closely 
monitored by the expert group (made up of bot h governmental and private members) for the 
promotion of organic farming. National experts followed the development of the content of 
the website and the toolbox. They also provided us eful help with the revision of texts made 
available to the public on those supports. 
Even though the contract for the provision of se rvices linked to the promotional campaign 
expired in March 2010, this does not mean that the campaign has come to its end. The website 
served as the basis for the selection procedur e of the new EU logo for organic farming and 
once this logo was officially adopted by the Co mmission, both the site and the tools have been 
adapted consequently. The marketing tools whic h have been developed within the framework 
of this campaign will remain at the disposal of the stakeholders, and the website will be regularly updated. The results of this campaign have been very positive as shown under point Ш.E.2 of the Report. 
 
EN 6   EN 3. Other expenses under direct management 
- External experts for selecting promotion programmes 
In order to ensure the "greatest expertise" on the selection of the promotion programmes to be 
co-financed, the competent Commission services benefited from the know-how of consultants, chosen under tender procedure, in  order to give their advice on the merits, 
qualities or drawbacks of the submitted proposals. The maximu m value of this framework 
contract between 2007 and 2009 (3 years) was € 90.000.  
- Evaluation studies 
A number of evaluations of EU co-financed  information and prom otion programmes for 
agricultural products implemented on the internal market and in third countries were carried 
out between 2006 and 2008 by two consulting companies under respective framework contracts. 
As regards the internal market, the evaluations  covered programmes in the organic sector, 
wine, fruit and vegetables, and dairy sector s. Third countries promotion programmes 
implemented in the USA, Canada, Norway, Sw itzerland, Russia, Japan, China, India and 
South East Asia we re also evaluated. 
The maximum value of these contracts was € 1.5 00.000 for 3 years and for the internal market 
and € 2.250.000 for 3 years for the evaluation of the promotion programmes in third 
countries. 
 
EN 7   EN ANNEX 3 
Statistical data for the peri od covered by the Report 
January 2006 – July 2010  
Table 1: Number of programmes (IM + TC) accepted and EU co-financing 
Member State Number of 
programmes EU co-
financing 
in million of € 
Multi MS 19 40,3
Italy 32 39,8
France 12 29,8
Greece 17 26,0
Germany 13 18,0
Poland 10 14,4
Netherlands 11 14,1
Spain 6 13,0
Portugal 9 11,3
Austria 7 9,4
United Kingdom 5 5,9
Belgium 4 5,1
Cyprus 2 2,3
Denmark 2 2,2
Hungary 3 2,1
Slovenia 4 2,0
Slovakia 1 1,8
Finland 5 1,6
Bulgaria 1 1,6
Ireland 2 1,6
 
EN 8   EN Sweden 3 1,4
Latvia 6 1,4
Czech Republic 4 1,2
Lithuania 1 1,2
Luxembourg 1 0,7
Malta 1 0,3
Estonia 2 0,2
Total 183 248,6
 
EN 9   EN Graph 1: Number of programmes accepted and EU co-financing 
Number of programmes and EC cofinancing by member state
051015202530354045Mul
ti MS
Ital
yFranceGreeceGermany
Pol
andNethe
rlands
SpainPort
ugal
AustriaUnited KingdomBelgiumCyprus
Denmar
k HungarySlovenia
Slovakia
Finland BulgariaIreland
Sw
eden
LatviaCzech Republi
c Lithuania
Luxembo
urg
Malt
aEstoniaNumber of programmes
EC cofinancing
 
 
EN 10   EN Table 2: Internal market: number of pr ogrammes accepted and EU co-financing 
Member State Number of 
programmes EU co-
financing 
Multi MS 13 31,7
France 11 28,9
Italy 17 22,7
Netherlands 10 14,0
Germany 9 13,2
Spain 6 13,0
Greece 7 11,5
Poland 7 10,8
Austria 7 9,4
Portugal 6 8,5
United Kingdom 5 5,9
Belgium 4 5,1
Denmark 2 2,2
Slovakia 1 1,8
Finland 5 1,6
Bulgaria 1 1,6
Sweden 3 1,4
Hungary 2 1,4
Latvia 6 1,4
Ireland 1 1,3
Czech Republic 4 1,2
Slovenia 3 1,2
Luxembourg 1 0,7
Malta 1 0,3
Estonia 2 0,2
Total 134 191,0
 
EN 11   EN Graph 2: Internal market - number of programmes accepted and EU co-financing 
Internal market: number of programmes and EC cofinancing by member 
state
05101520253035Multi MS
France
Italy Netherlands
Germany
Spain
Greece
Poland
Aust
riaPortugalUnited
 Kingdo
mBelgium
Denmark
Slovakia
Finland
Bul
gar
ia Sweden
Hungary
Latvia
IrelandCzech Re
pu
blicSloveni
aLuxembourg
MaltaEstoniaNumber of programmes
EC cofinancing
 
EN 12   EN Table 3: Internal market - number of programme s by target country and proposing Member State 
Target country AT BE BG CZ DK EE FI FR DE GR HU IE IT LV LU MT Multi MS NL PL PT SK SI ES SE UKTotal number 
of 
programmes
Austria 7 11 1 2 12
Belgium 4 1 2 4 3 1 1 16
Bulgaria 1 1
Cyprus 31 4
Czech Republic 4 1 1 1 1 8
Denmark 2 1 1 1 1 1 7
Estonia 2 2 4
Finland 51 1 7
France 11 1 6 7 1 2 1 1 30
G e r m a n y 1 952 9 2323 2 38
Greece 61 1 8
Hungary 1 1 1 3
Ireland 11 2
Italy 1 1 1 11 1 1 1 1 18
Latvia 13 6 10
Lithuania 2 2
Luxembourg 11 1 3
Malta 1 1
Netherlands 11 5 8 21 1 19
Poland 1 12 4 71 1 17
Portugal 61 7
Romania 12 3
Slovakia 1 1 2
Slovenia 13 4
Spain 1 226 11
Sweden 22 2 1 3 10
United Kingdom 3117 41 3 2 5 27Proposing member state
 
 
EN 13   EN Table 4: Internal market - number of programme s by product group and proposing Member State 
Target country AT BE BG CZ DK EE FI FR DE GR HU IE IT LV LU MT Multi MS NL PL PT SK SI ES SE UKNumber of 
programmes
Fibre flax 1 1
Fresh fruit and vegetables 1 1 2 2 1 1 1 2 2 4 3 1 21
Honey and beekeeping products 2 1 1 1 1 1 1 8
Labelling of eggs 1 1
M i l k  a n d  m i l k  p r o d u c t s 2111 3321 1211 3212121 1 32
Multi Products 12 1 1 5
Olive oil and table olives 1 1 1 1 4
Organic farming and Products 2 1 1 1 2 1 1 1 1 1 12
Ornamental horticulture 1 1 1 1 3 1 8
Outermost Regions 1 1 2
PDO, PGI and TSG 1 1 2 5 1 10
Poultrymeat 1 1 1 1 1 1 6
Processed fruit and vegetables 11 1 3
Q u a l i t y  m e a t 11 111 112 2 11
Seed oils 1 1
Wines 23 3 1 9Proposing member state
 
 
EN 14   EN Table 5: Third countries: number of pr ogrammes accepted and EU co-financing 
Member State Number of 
programmes EU co-
financing 
Italy 15 17,2
Greece 10 14,5
Multi MS 6 8,6
Germany 4 4,8
Poland 3 3,6
Portugal 3 2,8
Cyprus 2 2,3
Lithuania 1 1,2
France 1 0,9
Slovenia 1 0,8
Hungary 1 0,7
Ireland 1 0,2
Netherlands 1 0,1
Total 49 57,6
 
EN 15   EN Graph 3: Third countries - number of pr ogrammes accepted a nd EU co-financing 
Third countries: number of programmes and EC cofinancing by member 
state
02468101214161820
Italy
Greece
Multi MS
Germany
Poland
Portugal
Cy
prus
Lithuani
a
France
Sloveni
a
Hungary
Irela
nd
NetherlandsNumber of programmes
EC cofinancing
 
 
EN 16   EN Table 6: Internal Market accepted programmes by budget 
No of programmes Total budget 
Total programme 
budget (million €) Number % Million € % 
0-1,0 30 22,4% 15,0 3,8% 
1,0-2,0 29 21,6% 40,7 10,4% 
2,0-4,0 45 33,6% 131,1 33,7% 
>4,0 30 22,4% 202,8 52,1% 
Total 134,0 100,0% 389,5 100,0% 
 
Table 7: Internal Market accepted programmes by duration 
 Total budget 
(million €) EU co-financing 
(million €) % No approved 
programmes 
1 Year 6,9 3,5 1,81% 4 
2 Years 27,9 14 7,30% 19 
3 Years 354,6 173,6 90,88% 111 
Total 389,5 191 100,00% 134 
 
Table 8: Third countries accepted programmes by budget distribution 
No of programmes Total budget 
Total programme 
budget (million €) Number % million € % 
0-1,0 7 14,3% 5,2 4,5%
1,0-2,0 16 32,7% 23,2 20,2%
2,0-4,0 21 42,9% 63,2 54,9%
>4,0 5 10,2% 23,6 20,5%
Total 49 100,0% 115,2 100,0%
 
EN 17   EN Table 9: Third Countries accepted programmes by duration 
    EU co-financing 
Duration No of 
programmes Million € Percentage 
1 year 0 0 0,0%
2 years 10 7,6 13,3%
3 years 39 50,0 86,7%
Total 49 57,6 100,0%
 
Graph 4: Number of approved programmes by 
their duration
4
29
1501 Year
2 Years
3 YearsGraph 5: Number of approved programmes by 
their total budget (million €)
37; 20%
45; 25%
66; 36%35; 19%
0-1,0
1,0-2,0
2,0-4,0
>4,0
 
 
EN 18   EN Table 10: Third Countries accepted progra mmes by Member State and target country 
Target 
country Multi 
MS CY DE FR GR HU IE IT LT NL PL PT SI No of 
programmes
Australia   1     1                 2 
Bosnia and 
Herzegovina                         1 1 
China 1     1 2 1 1 3 1   2 1   13 
Croatia                         1 1 
FYROM                         1 1 
India     1   1     4       1   7 
Japan 3       1   1 5     1     11 
Latin 
America 1                     3   4 
Middle and 
Near East 1 1     3       1         6 
North America   1 2 1 3 1   7 1 1 1 3   21 
Norway 2       2     1       2   7 
Russia 3 1 1 1 6 1   5     1 1   20 
Serbia         1               1 2 
South Korea                     1     1 
South-east 
Asia 1                   1     2 
Switzerland         1     3       2   6 
Ukraine 2   1   3           2     8 
 
 
EN 19   EN Table 11: Financial corrections within the Report's period 2006-July 2010 
 MS Budget line Fin. 
Year Amount in € Reason Text  
3855 ES B013800325 2003 -20.244,02 Ineligibility of a programme 
3818 ES B013800 2003 -315.810,80 Deficiencies in accounting and technical controls 
3822 ES B013801 2003 -122.971,30 Deficiencies in accounting and technical controls 
5200 IT 050804013801 2004 -267.629,30 Late payments and weaknesses in key controls 
3819 ES 050804013800 2004 -423.488,23 Deficiencies in accounting and technical controls 
5196 IT 050804013800 2004 -437.025,92 Late payments and weaknesses in key controls 
5195 IT 050804013800 2004 -1.224,48 Late payments and weaknesses in key controls 
3856 ES 050804013800 2004 -70.997,92 Ineligibility of a programme 
3823 ES 050804013801 2004 -76.670,71 Deficiencies in accounting and technical controls 
3820 ES 050804013800 2005 -202.329,72 Deficiencies in accounting and technical controls 
3824 ES 050804013801 2005 -60.156,79 Deficiencies in accounting and technical controls 
5197 IT 050804013800 2005 -899.332,00 Late payments and weaknesses in key controls 
5201 IT 050804013800 2005 -550.739,86 Late payments and weaknesses in key controls 
3821 ES 050804013800 2006 -26.751,08 Deficiencies in accounting and technical controls 
5198 IT 050804013800 2006 -1.343.791,60 Late payments and weaknesses in key controls 
5202 IT 050804013800 2006 -822.921,46 Late payments and weaknesses in key controls 
3825 ES 050210013801 2006 -6.142,77 Deficiencies in accounting and technical controls 
5203 IT 050210013800 2007 -135.044,28 Late payments and weaknesses in key controls 
5199 IT 050210013800 2007 -220.520,88 Late payments and weaknesses in key controls 
 
GRAND TOTAL -6.003.722,02