COMMISSION STAFF WORKING DOCUMENT Accompanying the document REPORT FROM THE COMMISSION TO THE EUROPEAN PARLIAMENT AND THE COUNCIL Interim Report in accordance with Article 26(1) of Regulation (EU) No 1144/2014 of the European Parliament and of the Council of 22 October 2014 on information provision and promotion measures concerning agricultural products implemented in the internal market and in third countries and repealing Council Regulation (EC) No 3/2008
Date: 2018-12-05
Institutions: Directorate-General for Agriculture and Rural Development, European Commission
Subjects: agricultural product, consumer information, designation of origin, dissemination of information, domestic trade, international trade, public awareness campaign, sales promotion, single market, third country

EN 

  EN 

   EUROPEAN COMMISSION  Brussels, 5.12.2018  SWD(2018) 482 final  COMMISSION STAFF WORKING DOCUMENT Accompanying the document REPORT FROM THE COMMISSION TO THE EUROPEAN PARLIAMENT AND THE COUNCIL Interim Report in accordance with Article 26(1) of Regulation (EU) No 1144/2014 of the European Parliament and of the Council of 22 October 2014 on information provision and promotion measures concerning agricultural products implemented in the internal market and in third countries and repealing Council Regulation (EC) No 3/2008 {COM(2018) 788 final}  
 
 
Section 1: Statistics on the calls for proposals 

Contents 

1.  CALL FOR PROPOSAL AGRI-SIMPLE-2016 .............................................................................. 2 

2.  CALLS FOR PROPOSAL AGRI-MULTI-2016 .............................................................................. 9 

3.  CALL FOR PROPOSAL AGRI-SIMPLE-2017 ............................................................................ 13 

4.  CALL FOR PROPOSAL AGRI-MULTI-2017 ............................................................................. 19 

5.  CALL FOR PROPOSAL AGRI-SIMPLE-2018 ..................................................................... 24 

6.  CALL FOR PROPOSAL AGRI-MULTI-2018 ...................................................................... 30 

7.  EVALUATION OF THE PROPOSALS FOR PROMOTION PROGRAMMES ...................................... 35 

Section 2: Statistics and details on Commission’s own initiaves 

1.  HIGH LEVEL MISSION TO COLOMBIA AND MEXICO, 7-12 FEBRUARY 2016 ......................... 36 

2.  HIGH LEVEL MISSION TO CHINA AND JAPAN, 16-22 APRIL 2016 .......................................... 38 

3.  HIGH LEVEL MISSION TO VIETNAM, SINGAPORE AND INDONESIA, 2-9 NOVEMBER 2016 ... 40 

4.  HIGH LEVEL MISSION TO CANADA, 30 APRIL – 3 MAY 2017 ................................................. 42 

5.  EU PAVILION AT SIAL CANADA IN TORONTO, 2-4 MAY 2017 ............................................... 43 

6.  HIGH LEVEL MISSION TO SAUDI ARABIA AND IRAN, 7-13 NOVEMBER 2017 ........................ 44 

7.  EU Pavilion at SIAL Middle East, 12-14 December 2017 ..................................................... 47 

8.  SPS Seminar Korea, 20-21 March 2018 .................................................................................. 49 

9.  High Level Mission to China. 14-19 May 2018 ....................................................................... 51 

10. EU pavilion at SIAL China, 16-18 May 2018 ......................................................................... 52 

Section 3: Details on technical support 

1.  Objectives and target audience ................................................................................................ 54 

2.  EU agri-food promotion portal ................................................................................................ 54 

3.  Events ......................................................................................................................................... 60 

4.  Information and promotion campaigns .................................................................................. 61 

1 

 
 
 
 
 
 
COMMISSION STAFF WORKING DOCUMENT 

Accompanying the document 

REPORT FROM THE COMMISSION TO THE EUROPEAN PARLIAMENT AND 
THE COUNCIL 

Interim Report in accordance with Article 26(1) of Regulation (EU) No 1144/2014 of the 
European Parliament and of the Council of 22 October 2014 on information provision 
and promotion measures concerning agricultural products implemented in the internal 
market and in third countries and repealing Council Regulation (EC) No 3/2008 

Section 1: Statistics on the calls for proposals 

1.  CALL FOR PROPOSAL AGRI-SIMPLE-2016 

1.1. Submission statistics 

Number of proposals by topic, requested grant and comparison with the available 
budget 

Topic 

SIMPLE-01-2016 – 
Union quality schemes 

SIMPLE-02-2016 – 
Merits of Union 
agricultural products 

SIMPLE-03-2016 -
promotion on 
milk/dairy, pig meat 
products or a 
combination of those 
two 

SIMPLE-04-2016 -
promotion in China, 
Japan, South Korea and 
Taiwan 

SIMPLE-05-2016 -
promotion in USA and 
Canada 

SIMPLE-06-2016 -
promotion in Central 
and South America and 
the Carribbean 

SIMPLE-07-2016 -

Number of 
proposals 

Requested 
grant (EUR) 

Available 

budget (EUR)  Requested/available 

33 

36 

28.936.430 

10.050.000 

46.503.300 

6.700.000 

288% 

694% 

23 

44.421.614 

12.350.000 

360% 

19 

31.645.859 

11.725.000 

270% 

27 

35.565.457 

11.725.000 

303% 

2 

6 

1.021.981 

7.035.000 

15% 

6.625.481 

7.035.000 

94% 

2 

 
 
 
 
 
 
promotion in South 
East Asia 

SIMPLE-08-2016 -
promotion in Africa and 
the Middle East 

SIMPLE-09-2016 -
promotion in other third 
countries 

SIMPLE-10-2016 -
promotion of milk/dairy 
products, pig meat 
products or a 
combination of those 
two targeting any third 
country 

Total call AGRI-
SIMPLE-2016 

9 

9 

12.411.296 

4.690.000 

265% 

9.479.369 

4.690.000 

202% 

35 

93.860.125 

21.000.000 

447% 

199 

310.470.913 

97.000.000 

320% 

Number of proposals by Member State 

Member state 

Number of 
proposals 

Austria 

Belgium 

Bulgaria 

Cyprus 

Czech Republic 

Germany 

Denmark 

Estonia 

Greece 

Spain 

Finland 

France 

Croatia 

Hungary 

Ireland 

Italy 

Lithuania 

Latvia 

3 

13 

3 

1 

1 

2 

3 

1 

41 

22 

2 

17 

2 

1 

5 

45 

9 

3 

3 

 
 
 
Netherlands 

Poland 

Portugal 

Romania 

Slovenia 

Slovakia 

United Kingdom 

Total     

4 

4 

3 

1 

7 

1 

5 

199 

Number of submissions by type of proposing organisation 

Type of proposing organisation* 
EU level trade or inter trade organisation 
Agri-food sector body 
Producer association 
MS level trade or inter trade organisation 
Total n° of applicants 
* - based on declarations made by applicants 

Number 
0 
51 
98 
148 
297 

Information on or promotion of quality schemes* 

SIMPLE internal 
market 
43 
14 

SIMPLE third 
countries 
50 
17 

EU quality schemes 
Organic production 
method 
Outermost regions 
National quality 
schemes 
* - based on declarations made by applicants; same proposal can promote more than one quality 
scheme 

16 
15 

3 
13 

Proposals by product sector 

Product sector 

Fresh and processed fruit and 
vegetables 

Meat 

Number of 
proposals 

Requested 
budget (EUR) 

Share of total 
requested budget 
(EUR) 

60.881.350 

51.843.533 

19.6% 

16.7% 

42 

30 

4 

 
 
 
 
 
  
 
Dairy products 

Other eligible products 

Wine, cider and vinegar 

Beer 

Cereals 

Horticultural products 

Spirits, liqueurs and vermouth 

Bread, pastry, cakes, confectionery, 
biscuits and other baker's wares 

Olive oil 

Beverages made from plant extracts 

Eggs 

Fishery and aquaculture products 

Honey and beekeeping products 

Sugar 

Mixed products 

       of which baskets with wine 

Total 

29 

70.932.421 

22.8% 

8 

7 

6 

3 

3 

3 

2 

2 

1 

1 

1 

1 

1 

7.530.212 

2.509.772 

4.055.981 

1.412.912 

2.717.886 

3.292.734 

1.788.508 

3.715.119 

2.530.671 

709.047 

734.505 

279.245 

575.960 

59 

32 

199 

94.961.058 

35.698.283 

310.470.913 

2.4% 

0.8% 

1.3% 

0.5% 

0.9% 

1.1% 

0.6% 

1.2% 

0.8% 

0.2% 

0.2% 

0.1% 

0.2% 

30.6% 

11.5% 

100% 

1.2  Statistics on accepted proposals 

Evaluation outcome 

Status of proposal 

Accepted 

Reserve list 

Rejected - no budget 

Rejected - below threshold 

Ineligible 

TOTAL 

SIMPLE call 

Number of 
proposals 

60 

19 

26 

52 

42 

% 

30% 

10% 

13% 

26% 

21% 

199 

100% 

5 

 
 
 
 
  
 
 
 
Number of proposals by call and topic, requested grant and consumption of indicative 
budget per topic 

Topic 

SIMPLE-01-2016 

SIMPLE-02-2016 

SIMPLE-03-2016 

SIMPLE-04-2016 

SIMPLE-05-2016 

SIMPLE-06-2016 

SIMPLE-07-2016 

SIMPLE-08-2016 

SIMPLE-09-2016 

SIMPLE-10-2016 

Total call AGRI-
SIMPLE-2016 

Number of 
proposals 

Requested 
grant (EUR) 

Indicative 
budget (EUR) 

Share of indicative 
budget spent 

8 

6 

10 

6 

9 

1 

4 

4 

4 

8 

60 

5.953.197 

10.050.000 

9.901.855 

6.700.000 

11.073.863 

12.350.000 

11.252.044 

11.725.000 

18.557.750 

11.725.000 

963.331 

4.868.055 

7.732.315 

4.202.627 

7.035.000 

7.035.000 

4.690.000 

4.690.000 

19.727.078 

21.000.000 

94.232.114 

97.000.000 

59% 

148% 

90% 

96% 

158% 

14% 

69% 

165% 

90% 

94% 

97% 

6 

 
 
 
 
 
Approved proposals by Member State 

Member state 

Number of approved 
proposals 

Amount of co-
financing (EUR) 

Share of total co-
financing (EUR) 

AT 

BE 

DE 

DK 

ES 

FR 

EL 

HR 

IE 

IT 

LT 

LV 

NL 

PL 

PT 

SI 

TOTAL 

2 

5 

1 

2 

6 

8 

8 

1 

1 

10 

6 

1 

1 

1 

1 

6 

60 

            4.200.000  

            5.863.211  

            1.974.890  

            2.071.709  

          10.248.583  

            9.075.352  

          16.384.710  

            3.316.510  

            3.008.565  

          23.593.771  

            4.984.236  

            2.761.304  

            1.599.280  

            2.040.320  

                731.175  

            2.378.498  

          94.232.114  

4.5% 

6.2% 

2.1% 

2.2% 

10.9% 

9.6% 

17.4% 

3.5% 

3.2% 

25.0% 

5.3% 

2.9% 

1.7% 

2.2% 

0.8% 

2.5% 

100.0% 

7 

 
 
 
 
 
 
Approved proposals by product sector 

Product sector 

Fresh and processed fruit and 
vegetables 

Meat 

Dairy products 

Other eligible products (honey. vinegar. 
beverages made from plant extracts) 

Beer 

Cereals 

Spirits, liqueurs and vermouth 

Olive oil 

Mixed products 

           of which baskets with wine 

Number of  

proposals 

Approved 
budget 

Share of total 
budget 
approved 

14 

28.336.915  

12         16.114.331  

7         13.968.287  

3 

5 

2 

3 

1 

       3.829.002  

      2.453.566  

         985.597 

       3.292.734 

    3.222.639 

13 

     22.029.044 

5 

       7.957.878 

30.1% 

17.1% 

14.8% 

4.1% 

2.6% 

1.0% 

3.5% 

3.4% 

23.4% 

8.4% 

Total 

                      60  

94.232.114  

100.0% 

8 

 
 
                 
 
 
 
 
 
2.  CALLS FOR PROPOSAL AGRI-MULTI-2016 

2.1 Submission statistics 

Number of proposals, requested grant and comparison with the available budget 

Topic 

Total call AGRI-
MULTI-2016 - multi 
programmes 
implemented on the 
internal market or in 
third countries 

Number of 
proposals 

Requested 
grant 

Available 
budget 

Requested/available 

27 

116.102.232 

14.300.000 

812% 

Member State of the coordinator 

Coordinator member 
state 

Number of 
proposals 

Belgium 

Bulgaria 

France 

Germany 

Greece 

Italy 

Lithuania 

Netherlands 

Spain 

United Kingdom 

Total 

2 

2 

7 

1 

3 

3 

1 

2 

5 

1 

27 

Number of submissions by type of proposing organisation 

Type of proposing organisation* 
EU level trade or inter trade organisation 
Agri-food sector body 
Producer association 
MS level trade or inter trade organisation 
Total n° of applicants 
* - based on declarations made by applicants 

Number 
5 
6 
16 
46 
73 

9 

 
 
 
 
 
 
Information on or promotion of quality schemes 

MULTI call 
8 
4 

EU quality schemes 
Organic production 
method 
Outermost regions 
National quality 
schemes 
* - based on declarations made by applicants 

1 
0 

Target countries 

Internal market 
Third countries 
Total 

Number of 
proposals 
20 
7 
27 

% 
74% 
26% 
100% 

Proposals by product sector 

Product sector 

Horticultural products 

Mixed products 

Fresh and processed fruit and vegetables 

Olive oil 

Wine 

Dairy products 

Meat products 

Bread 

Other eligible products 

Total 

N° of 
proposals 

Requested 
budget 

Share of total 
requested 
budget 

5 

5 

4 

4 

3 

2 

2 

1 

1 

7.823.072 

18.429.905 

27.072.624 

4.886.846 

7.506.894 

24.900.000 

15.228.502 

5.460.000 

4.794.388 

6.7% 

15.9% 

23.3% 

4.2% 

6.5% 

21.4% 

13.1% 

4.7% 

4.1% 

27 

116.102.232 

100.0% 

10 

 
 
 
 
  
 
  
 
 
 
 
2.2 Statistics on accepted proposals 

Evaluation outcome 

Status of proposal 

Accepted 

Reserve list 

Rejected - no budget 

Rejected - below threshold 

Ineligible 

TOTAL 

MULTI call 

Number of 
proposals 

6* 

1 

0 

16 

4 

27 

% 

22% 

4% 

0% 

59% 

15% 

100% 

* after addition budget has been allocated 

11 

 
 
 
  
 
 
 
 
Number of proposals, requested grant and consumption of indicative budget* 

Topic 

Total call AGRI-
MULTI-2016 

Number of 
proposals 

Requested 
grant 

Indicative 
budget 

Share of indicative 
budget spent 

6 

16.827.217 

14.300.000 

118% 

* after addition budget has been allocated 

Details on accepted proposals* 

Applicants’ 
member 
states 

BE+NL 

FR+ES+PT 

DE 

IT+ES 

ES+FR 

UK+DK 

Grand Total 

Number 
of 
approved 
proposals  Product sector 

Target 
countries 

Amount of 
co-financing 
(EUR) 

Share of 
total co-
financing 
(EUR) 

Fruit (fresh or 
dried) 

Outermost 
regions logo 

DE 

BE, FR, DE, 
PL, PT, ES 

Cut flowers and 
plants, bulbs roots 
and live plants 

FR, DE, PL, 
SE 

1.322.400 

7.9% 

2.700.000 

16.0% 

1.399.478 

8.3% 

Olive oil 

US, JP 

Wine. cider and 
vinegar 

US, CA 

568.282 

3.4% 

2.400.000 

14.3% 

Organic products 

UK, DK 

8.437.056 

50.1% 

16.827.217 

100.0% 

1 

1 

1 

1 

1 

1 

6 

* after addition budget has been allocated 

12 

 
 
 
  
 
 
 
 
3.  CALL FOR PROPOSAL AGRI-SIMPLE-2017 

3.1 Submission statistics* 

Number of proposals by topic, requested grant and comparison with the available 
budget 

Topic 

SIMPLE-01-2017 -
Union quality schemes 

SIMPLE-02-2017 -
merits of Union 
agricultural products 

SIMPLE-03-2017 -
promotion in China, 
Japan, South Korea, 
Taiwan, South East Asia 
or India 

SIMPLE-04-2017 -
promotion in USA, 
Canada or Mexico 

SIMPLE-05-2017 -
promotion in Africa, 
Middle East, Iran or 
Turkey 

SIMPLE-06-2017 -
promotion in other third 
countries 

SIMPLE-07-2017 - 
promotion of milk/dairy 
products, pig meat 
products or a 
combination of those two 
targeting any third 
country 

SIMPLE-08-2017 -
promotion of beef 
products targeting any 
third country 

Total 

N° of 
proposals 

Requested 
grant (EUR) 

Indicative 
budget (EUR) 

Requested / 
available 

45 

43 

26 

19 

16 

11 

64.907.025 

12.375.000  

525% 

80.636.570 

10.125.000  

796% 

46.580.231 

14.750.000  

316% 

30.627.547 

11.600.000  

264% 

27.752.872 

8.450.000  

328% 

11.158.681 

11.600.000  

96% 

24 

39.591.211 

12.600.000  

314% 

5 

189 

5.179.988 

4.000.000  

306.434.124 

85.500.000  

129% 

358% 

* Submission statistics do not take into account 1 incomplete proposal received after the submission 
deadline via email; they also do not take into account changes in requested grant and topics selected by 
the applicants that were confirmed during the evaluation. 

13 

 
 
 
 
 
Number of proposals and requested grant by Member State 

Member State 

Number of 
proposals 

 Requested grant 
(EUR)  

AT 

BE 

BG 

CY 

CZ 

DE 

DK 

EL 

ES 

FR 

HR 

HU 

IE 

IT 

LT 

LV 

NL 

PL 

PT 

RO 

SE 

SI 

UK 

2 

10 

8 

2 

2 

7 

1 

30 

16 

23 

2 

2 

2 

36 

10 

5 

5 

8 

8 

1 

1 

1 

7 

4.200.000 

12.513.855 

18.453.415 

2.342.968 

3.917.021 

7.296.788 

577.601 

% 

1.4% 

4.1% 

6.0% 

0.8% 

1.3% 

2.4% 

0.2% 

64.763.709 

21.1% 

31.663.997 

10.3% 

32.179.549 

10.5% 

3.454.490 

407.600 

4.149.037 

1.1% 

0.1% 

1.4% 

53.391.032 

17.4% 

15.923.818 

6.235.588 

8.300.969 

14.541.191 

5.825.043 

1.145.175 

1.407.560 

391.391 

13.352.329 

5.2% 

2.0% 

2.7% 

4.7% 

1.9% 

0.4% 

0.5% 

0.1% 

4.4% 

Total 

189 

306.434.124  100.0% 

Number of submissions by type of proposing organization 

Type of proposing organization* 
Agri-food sector body 

Producer organisation or association of producer 
organisations 

Trade or inter-trade organisation 

Number 

44 

95 

95 

14 

 
 
 
Trade or inter-trade organisation of the Union 

Total n° of applicants 

* - based on declarations made by applicants 

0 

234 

Information on or promotion of quality schemes 

 Quality scheme* 

Third countries 

EU quality schemes 
Organic production method 
Outermost regions 
National quality schemes 
* - based on declarations made by applicants; a programme can promote more than one quality scheme 

42 
13 
5 
9 

Internal 
market 
47 
13 
6 
15 

Proposals by product sector 

Product group 

Basket of products 

Fresh or processed fruit and vegetables 

Dairy products 

Meat and meat preparations 

   - Bovine 

   - Pork 

   - Poultry 

   - Sheep and goat 

   - Meat preparations 

   - Baskets 

Olive oil 

Wine, cider and vinegar 

Other eligible products 

Cereals 

Spirits, liqueurs and vermouth 

Eggs 

Bread, pastry, cake, confectionery. biscuits and other 
baker's wares 

Beer 

Vegetable oils other than olive oils 

15 

Number of 
proposals 

Request grant 

62 

35 

26 

27 

6 

5 

3 

2 

5 

6 

12 

10 

4 

2 

2 

2 

2 

2 

2 

107.213.864 

55.778.806  

48.184.166  

40.150.875  

6.689.811  

9.332.740  

5.174.475  

984.025  

8.840.002  

9.129.822  

28.639.448  

4.471.357  

4.732.970  

4.985.250  

3.611.535  

3.305.190  

2.200.918  

1.245.056  

435.071  

 
 
 
 
Cut flowers and plant, bulbs roots and live plants 

Total 

1 

189 

1.479.618  

306.434.124 

3.2 Statistics on accepted proposals 

Evaluation outcome 

Status of proposal 

Accepted 

Reserve list 

Rejected - below threshold 

Ineligible/inadmissible 

TOTAL 

Number of 
proposals 

Share of all 
proposals 

52 

9 

101 

27 

189 

28% 

5% 

53% 

14% 

100% 

Number of successful proposals by topic, requested grant and consumption of indicative 
budget per topic* 

Topic 

Number of 
proposals 

Requested 
grant (EUR) 

Indicative 
budget 
(EUR) 

Share of indicative 
budget spent 

SIMPLE-01-2017 

SIMPLE-02-2017 

SIMPLE-03-2017 

SIMPLE-04-2017 

SIMPLE-05-2017 

SIMPLE-06-2017 

SIMPLE-07-2017** 

SIMPLE-08-2017 

Total 

11* 

10 

3 

7 

5 

3 

10 

4 

53* 

16.690.765 

12.375.000 

20.136.116 

10.125.000 

9.415.941 

14.750.000 

13.284.743 

11.600.000 

5.228.960 

8.450.000 

1.984.691 

11.600.000 

18.053.351 

17.100.000 

5.167.988 

4.000.000 

89.962.556 

90.000.000 

135% 

199% 

64% 

115% 

62% 

17% 

106% 

129% 

100% 

* Grant agreement for the proposal 779621 – PiaveDOP has not been signed thus allowing to grant the 
first two programme proposals from the reserve list in Annex II to Commission Implementing 
Decision C(2017) 6934, namely 779464-4EU and 779549- E4QUALITY. 

** with addition of the “crisis” budget of 4.500.000 EUR 

16 

 
 
 
 
 
 
 
 
 
Approved proposals by Member State* 

Member state 

N° of approved 
proposals 

Amount of co-financing 
(EUR) 

Share of total co-
financing (EUR) 

Belgium 

Germany 

Greece 

Spain 

France 

Hungary 

Ireland 

Italy 

Lithuania 

Latvia 

Netherlands 

Poland 

Romania 

Slovenia 

UK 

TOTAL 

4 

2 

4 

10 

17 

1 

1 

4* 

2 

1 

2 

1 

1 

1 

2 

53 

3.376.588 

2.102.813 

7.634.216 

25.536.966 

31.559.954 

240.000 

1.417.500 

5.086.852 

3.032.308 

1.012.747 

3.065.418 

1.904.266 

1.145.175 

391.391 

2.456.362 

3.8% 

2.3% 

8.5% 

28.4% 

35.1% 

0.3% 

1.6% 

5.7% 

3.4% 

1.1% 

3.4% 

2.1% 

1.3% 

0.4% 

2.7% 

89.962.556 

100% 

* Grant agreement for the proposal 779621 – PiaveDOP has not been signed thus allowing to grant the 
first two programme proposals from the reserve list in Annex II to Commission Implementing 
Decision C(2017) 6934, namely 779464-4EU and 779549- E4QUALITY. 

17 

 
 
 
 
N° of 
proposals 

Approved 
budget 
(EUR) 

Share of total 
approved budget 
(EUR) 

Approved proposals by product sector* 

Product sector 

Dairy products 

Basket of products 

Olive oil 

Fruit and vegetables 

Bovine meat 

Meat preparations 

Meat preparations; pork meat 

Spirits, liqueurs and vermouth 

Other eligible products 

Cereals; other eligible products 

Fruit juice 

Bovine meat; sheep and goat meat 

Bread, pastry, cakes, confectionery, biscuits 
and other baker's wares; chocolate and 
derived products 

Sheep and goat meat 

Meat preparations; poultry meat 

Vegetable oils other than olive oils 

Wine, cider and vinegar 

9 

10 

3 

8 

5 

3 

2 

1 

2 

3 

1 

1 

1 

1 

1 

1 

1 

19.867.868 

20.802.904 

14.806.959 

11.769.921 

6.216.933 

5.342.642 

2.121.320 

1.533.760 

1.218.357 

1.169.550 

1.053.868 

1.022.810 

1.012.747 

800.000 

642.175 

391.391 

189.351 

22.1% 

23.1% 

16.5% 

13.1% 

6.9% 

5.9% 

2.4% 

1.7% 

1.4% 

1.3% 

1.2% 

1.1% 

1.1% 

0.9% 

0.7% 

0.4% 

0.2% 

100% 

Total 

53 

89.962.556 

* Grant agreement for the proposal 779621 – PiaveDOP has not been signed thus allowing to grant the 
first two programme proposals from the reserve list in Annex II to Commission Implementing 
Decision C(2017) 6934, namely 779464-4EU and 779549- E4QUALITY. 

18 

 
 
 
 
 
4.  CALL FOR PROPOSAL AGRI-MULTI-2017 

4.1 Submission statistics 

Number of proposals, requested grant and comparison with the available budget 

Topic* 

MULTI-A-2017 - 
increasing the 
awareness of Union 
sustainable agriculture 
on the internal market 

MULTI-B-2017 -
Union quality schemes 
- internal market or 
third countries 

MULTI-C-2017 -
merits of Union 
agricultural products - 
internal market or third 
countries 

Total call 

Number of 
proposals 

Requested 
grant (EUR) 

Available 

budget (EUR)  Requested/available 

29.542.753  

15.050.000  

196% 

37.031.135  

15.050.000  

246% 

65.575.874  

12.900.000  

508% 

132.149.762 

43.000.000 

307% 

11 

8 

16 

35 

Member State of the coordinator 

Coordinator member 
state 

Number of 
proposals 

Belgium 

Bulgaria 

Germany 

Denmark 

Greece 

Spain 

France 

Italy 

Latvia 

Netherlands 

Zambia - ineligible 

Total 

4 

1 

2 

1 

4 

2 

12 

4 

1 

3 

1 

35 

19 

 
 
 
 
 
 
Number of submissions by type of proposing organisation 

Type of proposing organisation* 
EU level trade or inter trade organisation 
Agri-food sector body 
Producer association 
MS level trade or inter trade organisation 
Total n° of applicants 
* - based on declarations made by applicants 

Number 
8 
11 
3 
23 
45 

Information on or promotion of quality schemes 

MULTI call 
9 
4 

EU quality schemes 
Organic production 
method 
Outermost regions 
National quality 
schemes 
* - based on declarations made by applicants 

2 
2 

Target countries 

Internal market 
Third countries 
Total 

Number of 
proposals 
29 
6 
35 

% 
83 % 
17 % 
100% 

Proposals by product sector 

Product sector 

Basket of products 

Sheep and goat meat (fresh, chilled and 
frozen) 

Dairy products 

Fruit and vegetables 

Bovine meat (fresh,  chilled and frozen) 

Number of 
proposals 

Requested 
budget (EUR) 

Share of total 
requested 
budget 

26.292.209 

21.908.122 

20.124.185 

19.474.203 

7.378.512 

20% 

17% 

15% 

15% 

6% 

5 

3 

5 

5 

2 

20 

 
 
 
  
 
  
 
 
Cut flowers and plants. bulbs roots and live 
plants 

Wine, cider and vinegar 

Bread, pastry, cakes, confectionery, biscuits 
and other baker's wares 

Beer 

Other eligible products 

Spirits, liqueurs and vermouth 

Pork meat (fresh, chilled and frozen) 

Preparations of vegetables,  fruit or nuts (incl. 
table olives) 

5 

1 

1 

2 

3 

1 

1 

1 

7.237.408 

6.415.365 

5.400.000 

5.394.113 

4.887.616 

2.700.320 

2.537.108 

2.400.602 

5% 

5% 

4% 

4% 

4% 

2% 

2% 

2% 

TOTAL 

35 

132.149.762 

100% 

21 

 
 
 
 
 
4.2 Statistics on accepted proposals 

Evaluation outcome 

Status of proposal 

Accepted 

Reserve list 

Rejected - below threshold 

Ineligible 

TOTAL 

Number of 
proposals 

9 

8 

9 

9 

% 

26% 

23% 

26% 

26% 

35 

100% 

Number of accepted proposals*, requested grant and consumption of indicative budget 

Topic 

MULTI-A 

MULTI-B 

MULTI-C 

Total  

Number of 
proposals 

Requested 
grant (EUR) 

Indicative 
budget (EUR) 

Share of indicative 
budget spent 

3 

3 

4* 

10* 

10.042.389 

13.788.240 

15.050.000 

15.050.000 

21.553.169 

12.900.000 

45.383.798 

43.000.000 

67% 

92% 

167% 

106% 

* it includes additional proposal ID 779465 from the reserve list after addition budget has been 
allocated 

22 

 
 
 
 
 
 
 
 
Accepted proposals* by origin of beneficiaries, product/sector, target markets and 
requested grant 

Topic 

Coordinator
’s MS 

Partners’ 
MS 

Product sector 

Target 
countries 

Requested 
grant (EUR) 

A 

FR 

DK+BE+IE
+FR+NL+
UK 

Dairy products 
(excl. Cheese) 

DK+BE+IE+
FR+NL+UK 

2.880.000 

ES 

HU 

Sheep and goat 
meat (fresh, 
chilled and 
frozen) 

ES+HU 

5.460.000 

BE 

Cut flowers and 
plants, bulbs roots 
and live plants 

BE+BG+DE
+DK+FR+ 
NL+UK 

1.702.389 

B 

FR 

IT 

FR 

EL 

NL 

BG+RO 

C 

NL 

BE 

FR 

HU+FR 

FR 

IE+UK 

Vegetables (fresh, 
chilled and dried) 
excluding 
sweetcorn; Fruit 
(fresh or dried); 

Cheese; Dairy 
products (excl. 
Cheese) 

Preparations of 
vegetables,  fruit 
or nuts (incl. table 
olives); 

Bread, pastry, 
cakes, 
confectionery, 
biscuits and other 
baker's wares 

Fruit (fresh or 
dried); Vegetables 
(fresh, chilled and 
dried) excluding 
sweetcorn; 

Sheep and goat 
meat (fresh, 
chilled and 
frozen) 

DE+FR+IT 

4.428.000 

DE+FR+NL 

6.959.638 

UAE+KW+ 
SA 

2.400.602 

BE+NL 

5.400.000 

FR+HU 

4.073.221 

DE+FR+IE+
UK 

8.224.061 

ES 

ES+PT 

Rabbit meat 

ES+PT 

TOTAL 

3.855.887 

45.383.798 

* it includes additional proposal ID 779465 from the reserve list after addition budget has been 
allocated 

23 

 
 
  
  
  
  
  
5.  CALL FOR PROPOSAL AGRI-SIMPLE-2018  

5.1 Submission statistics 

Number of proposals, requested grant and comparison with the available budget 

Topic 

Simple-01-2018. Union 
quality schemes 

Simple-02-2018. AGRI 
methods & products 

Simple-03-2018. Sheep & 
goat meat 

Simple-04-2018. China, 
Japan, Asia 

Simple-05-2018. Can, 
USA,  Mex, Colombia 

Simple-06-2018. Other 
geographical areas 

Total call AGRI-
SIMPLE-2018 

Number of 
proposals 

Requested 
grant 

Available 
budget 

Requested/ 

available 

28 

32 

3 

29 

21 

33 

36.236.292 

11.000.000 

329.4% 

37.948.272 

7.000.000 

542.1% 

4.083.829 

2.000.000 

204.2% 

52.072.195 

26.250.000 

198.4% 

43.700.209 

22.500.000 

194.2% 

41.486.225 

26.250.000 

158.0% 

146 

215.527.021 

95.000.000 

226.9% 

Proposals by Member State 

Member state 

Number of 
programmes 

Total budget 

Requested 
grant 

Share of 
total 
requested 
budget 

Belgium 

Bulgaria 

Czech Republic 

Germany* 

Denmark 

Greece 

Spain 

Finland 

France 

Ireland 

8 

3 

3 

7 

1 

22 

14 

2 

20 

6 

11.730.558 

8.736.750  4.1% 

10.010.444 

7.643.908  3.5% 

6.531.624 

4.665.729  2.2% 

7.519.549 

4.187.032  1.9% 

4.755.088 

3.804.070  1.8% 

43.292.622 

34.129.259  15.8% 

28.825.845 

20.605.748  9.6% 

4.385.818 

3.370.997  1.6% 

34.662.169 

26.982.843  12.5% 

12.490.424 

9.512.037  4.4% 

24 

 
 
 
Italy 

Lithuania 

Latvia 

Netherlands 

Poland 

Portugal 

Romania 

Slovenia 

UK 

31 

73.611.947 

56.338.119  26.1% 

5 

1 

1 

9 

5 

2 

5 

1 

8.987.573 

6.861.712  3.2% 

937.445 

749.956  0.3% 

1.199.979 

839.986  0.4% 

20.396.211 

15.868.643  7.4% 

5.450.870 

4.150.600  1.9% 

2.768.261 

2.214.609  1.0% 

3.207.675 

2.245.372  1.0% 

3.742.359 

2.619.652  1.2% 

Total call AGRI-
SIMPLE-2018 

146 

284.506.464 

215.527.021 

100.0% 

* 5 were submitted by an applicant from a non-EU country 

Number of submissions by type of proposing organisation 

Type of proposing organisation* 
Agri-food sector body 
Producer association 
MS level trade or inter trade organisation 
Total n° of applicants 
* - based on declarations made by applicants 

Number 
38 
67 
78 
183 

Information on or promotion of quality schemes 

Number of proposals 

65 
24 

EU quality schemes 
Organic production 
method 
Outermost regions 
National quality 
schemes 
* - based on declarations made by applicants 

7 
15 

Proposals by product sector 

Product sector 

Basket of products 

Number of 
proposals 

 Requested 
Grant  

Share of total 
requested grant 

60.425.699  

28% 

41 

25 

 
 
 
 
 
  
 
Fresh or processed fruit and 
vegetables 

Meat and meat preparations 

Bovine 

Basket of meat products 

Meat preparations 

Poultry 

Sheep and goat 

Pork 

Dairy products 

Olive oil 

Honey and beekeeping products 

Wine. cider and vinegar 

Other eligible products 

Cereals 

Cut flowers and plants. bulbs roots 
and live plants 

Spirits. liqueurs and vermouth 

Beer 

Fisheries 

Bread. pastry. cakes. confectionery. 
biscuits and other baker's wares 

36 

24 

5 

4 

4 

4 

4 

3 

57.500.750  

37.343.922  

4.128.322  

6.875.442  

4.544.620  

5.949.831  

6.703.481  

9.142.227  

27% 

17% 

2% 

3% 

2% 

3% 

3% 

4% 

20 

29.791.922  

14% 

6 

5 

4 

3 

2 

1 

1 

1 

1 

1 

11.850.469  

2.459.760  

5.122.133  

3.031.664  

5.410.250  

280.000  

489.468  

544.254  

554.400  

722.331  

5% 

1% 

2% 

1% 

3% 

0% 

0% 

0% 

0% 

0% 

Total call AGRI-SIMPLE-2018 

146 

215.527.021  

100% 

5.2 Evaluation statistics1 

Evaluation outcome 

Status of proposal 

Accepted 

Reserve list 

AGRI-SIMPLE-2018 

n° 

58 

9 

% 

39.7% 

6.2% 

1 The statistics for the 2018 programmes show the result of evaluation, the grant agreements are yet to be signed 

26 

 
 
 
 
  
                                                           
Rejected – no money 

Rejected - below threshold 

Ineligible 

TOTAL 

25 

38 

16 

17.1% 

26.0% 

11.0% 

146 

100.0% 

Number of proposals, requested grant and consumption of indicative budget 

Topic 

SIMPLE-01-2018 -
Union quality schemes 

SIMPLE-02-2018 -
merits of Union 
agricultural products 

SIMPLE-03-2018 -
sustainable sheep/goat 
meat production 

SIMPLE-04-2018 –
promotion in China, 
Japan, South Korea, 
Taiwan, South East 
Asia or Southern Asia 

SIMPLE-05-2018 -
promotion in Canada, 
USA, Mexico or 
Colombia 

SIMPLE-06-2018 -
promotion in other 
third countries 

Total call AGRI-
SIMPLE-2018 

Number of 
proposals 

Total grant 

Indicative 
budget by topic 

Share of indicative 
budget spent 

8 

7 

1 

13.384.497 

11.000.000 

122% 

6.403.194 

7.000.000 

91% 

1.810.526 

2.000.000 

91% 

13 

27.870.725 

26.250.000 

106% 

12 

22.715.290 

22.500.000 

101% 

17 

24.958.927 

26.250.000 

95% 

58 

97.143.160 

95.000.000 

102% 

Accepted proposals by Member State 

Member state of the coordinator 

Number of 
programmes 

Total grant 
amount 

Share of total grant 
amount 

Belgium 

Bulgaria 

3.466.480 

1.580.261 

3.6% 

1.6% 

3 

1 

27 

 
 
 
 
Czech Republic 

Denmark 

Greece 

Spain 

France 

Ireland 

Italy 

Lithuania 

Netherlands 

Poland 

Portugal 

Romania 

1 

1 

7 

6 

11 

1 

18 

2 

1 

4 

1 

1 

742.000 

3.804.070 

12.474.716 

11.392.098 

13.451.886 

3.158.417 

34.399.016 

1.758.051 

839.986 

8.531.209 

795.707 

749.264 

0.8% 

3.9% 

12.8% 

11.7% 

13.8% 

3.3% 

35.4% 

1.8% 

0.9% 

8.8% 

0.8% 

0.8% 

Total call AGRI-SIMPLE-2018 

58 

97.143.160 

100.00% 

Number of applicants in accepted proposals by type of proposing organisation 

Type of proposing organisation* 

Number 

Agri-food sector body 

Producer association 

MS level trade or inter trade organization 

Total n° of applicants 

* - based on declarations made by applicants 

12 

24 

34 

70 

Accepted proposals informing on or promoting quality schemes 

EU quality schemes 

Organic production 
method 

Outermost regions 

National quality 
schemes 

MULTI call 

23 

8 

1 

5 

* - based on declarations made by applicants 

Target countries of accepted proposals 

28 

 
 
 
 
  
 
Number of 
proposals 

Co-
financing 
budget 

% of total 
number of 
proposals 

% of total 
co-
financing 
budget 

Internal market 

Third countries 

Total 

16 

42 

58 

21.598.217 

27.6% 

75.544.943 

72.4% 

97.143.160 

100% 

22.2% 

77.8% 

100% 

Accepted proposals by product sector 

Product sector 

Fruit and vegetables 

Fruit (fresh or dried) 

Preparations of vegetables, fruit or nuts 
(incl. table olives) 

Fruit (fresh or dried), Vegetables (fresh, 
chilled and dried) excluding sweetcorn, 
Preparations of vegetables, fruit or nuts 
(incl. table olives) 

Vegetables (fresh, chilled and dried) 
excluding sweetcorn 

Fruit (fresh or dried), Vegetables (fresh, 
chilled and dried) excluding sweetcorn 

Number of 
proposals 

Requested 
budget 

Share of total 
requested 
budget 

17 

7 

4 

4 

1 

1 

30.273.221  

12.695.989  

31.2% 

13.1% 

9.053.434  

9.3% 

7.088.199  

7.3% 

749.264  

0.8% 

686.335  

0.7% 

Meat and meat preparations 

12 

22.027.405  

22.7% 

Pork meat 

Bovine meat and Pork meat 

Meat preparations 

Sheep and goat meat 

Poultry meat 

Pork meat, Meat preparations 

Pork meat, Poultry meat, Meat 
preparations 

Bovine meat 

Cheese and dairy products 

Basket of products 

2 

1 

2 

1 

2 

1 

1 

1 

13 

10 

6.150.708  

3.158.417  

2.748.179  

1.810.526  

1.799.000  

828.735  

480.893  

433.507  

6.3% 

3.3% 

2.8% 

1.9% 

1.9% 

0.9% 

0.5% 

0.4% 

18.907.782  

  18.696.851  

19.5% 

19.2% 

29 

 
 
 
 
 
 
 
 
Olive oil 

Other eligible products 

Cereals 

Wine, cider and vinegar 

Bread, pastry, cakes, confectionery, biscuits 
and other baker's wares 

1 

2 

1 

2 

1 

4.090.977  

2.763.982  

2.520.000  

1.758.051  

722.331  

4.2% 

2.8% 

2.6% 

1.8% 

0.7% 

Total 

58 

97.143.160  

100.0% 

6.  CALL FOR PROPOSAL AGRI-MULTI-2018  

6.1 Submission statistics 

Number of proposals, requested grant and comparison with the available budget 

Topic 

Number of 
proposals 

Requested 
grant 

Available 
budget* 

Requested/available 

MULTI-A-2018 - 
sustainable 
sheep/goat meat 
production 

MULTI-B-2018 - 
fruits and vegetables 
in the context of 
proper dietary 
practices 

MULTI-C-2018 - 
Union quality 
schemes or merits of 
Union agricultural 
products 

MULTI-D-2018 - 
promotion in any 
third country(ies) 

Total call 

1 

6 

3.863.253 

4.000.000 

96.6% 

9.788.118 

8.000.000 

122.4% 

16 

57.111.851 

30.000.000 

190.4% 

13 

36 

39.272.090 

37.100.000 

110.035.312 

79.100.000 

105.9% 

139.1% 

* Topic D includes 5 million EUR top-up from the unspent crisis budget  

Member State of the coordinator 

Member state of 
coordinator 

Belgium 

Number of 
programmes 

4 

30 

 
 
 
 
 
Bulgaria 

Cyprus 

Germany 

Denmark 

Greece 

Spain 

France 

Ireland 

Italy 

Lithuania 

Netherlands 

Portugal 

Romania 

Total 

4 

1 

1 

1 

7 

2 

4 

1 

7 

1 

1 

1 

1 

36 

Number of submissions by type of proposing organisation 

Type of proposing organisation* 
EU level trade or inter trade organisation 
Agri-food sector body 
Producer association 
MS level trade or inter trade organisation 
Total n° of applicants 
* - based on declarations made by applicants 

Number 
7 
17 
30 
49 
103 

Information on or promotion of quality schemes 

MULTI call 
11 
7 

EU quality schemes 
Organic production 
method 
Outermost regions 
National quality 
schemes 
* - based on declarations made by applicants 

1 
2 

Target countries 

N° of 
proposals 

% 

31 

 
 
 
 
  
 
  
Internal market 
Third countries 
Total 

23 
13 
36 

63.9% 
36.1% 
100% 

Proposals by product sector 

Product sector 

Fresh or processed fruit and vegetables 

Basket of products 

Wine, cider and vinegar 

Dairy products (excl. Cheese) 

Bovine meat (fresh. chilled and frozen) 

Spirits. liqueurs and vermouth 

Olive oil 

Pork meat (fresh. chilled and frozen) 

N° of 
proposals 

Requested 
budget 

Share of total 
requested 
budget 

12 

10 

6 

3 

2 

1 

1 

1 

23.349.463 

33.386.856 

22.995.603 

15.949.654 

6.686.217 

1.164.640 

3.954.459 

2.548.420 

21% 

30% 

21% 

14% 

6% 

1% 

4% 

2% 

Total 

36 

110.035.312 

100% 

6.1 Statistics on evaluated proposals2 

Evaluation outcome 

Status of proposal 

Accepted 

Reserve list 

Rejected - below threshold 

Ineligible 

TOTAL 

MULTI call 

Number 
of 
proposals 

21 

0 

11 

4 

36 

% 

58.3% 

0.0% 

30.6% 

11.1% 

100.0% 

2 The statistics for the 2018 programmes show the result of evaluation, the grant agreements are yet to be signed  

32 

 
 
 
 
 
 
  
 
 
                                                           
Number of proposals, requested grant and consumption of indicative budget 

Topic 

MULTI-A 

MULTI-B 

MULTI-C 

MULTI-D 

Total call 

Number of 
proposals 

Requested 
grant 

Indicative 
budget 

Share of indicative 
budget spent 

0 

5 

10 

6 

21 

0 

4.000.000 

0.0% 

9.788.098 

8.000.000 

44.747.494 

30.000.000 

21.001.858 

37.100.000 

75.537.451 

79.100.000 

122.4% 

149.2% 

56.6% 

95.5% 

Accepted proposals by origin of beneficiaries, product/sector, target markets and 
requested grant 

Topic B  Coordinator 
MS 

Partners 
MS 

Product 
sector 

Target countries 

BE 

DE 

CY 

BE 

EL 

FR 

AT 

EL+BG+
RO 

DE 

EL+CY 

Fresh 
F&V 

Fresh 
F&V 

Fresh 
F&V 

Fresh 
F&V 

Fresh 
F&V 

Requested 
Grant 
(EUR) 

1.015.961 

France, Belgium, 
Italy, Poland, 
Germany 

Germany, Austria 

2.368.844 

Czech Republic, 
Germany, Poland 

3.747.478 

Belgium, Germany  1.232.244 

Greece, Germany, 
Poland 

1.423.570 

Topic C  DK 

SE 

Pork meat  Denmark, Sweden 

2.548.420 

Denmark, France, 
Ireland 

Estonia, Latvia, 
Lithuania, 
Germany, Poland 

3.740.000 

2.055.193 

FR 

LT 

DK+FR+
IE 

EE 

Cheese 

Cheese, 
Dairy 
products 
(excl. 
Cheese), 
Spirits, 
liqueurs 
and 

33 

 
 
 
 
 
FR 

BE+DK
+FR+IE
+NL 

vermouth 

Dairy 
products 
(excl. 
Cheese) 

BE 

FR+ES 

F&V 

Belgium, Denmark, 
France, Ireland, 
Netherlands 

9.900.000 

Belgium, France, 
Germany, Greece, 
Poland, Spain 

3.839.834 

IT 

PT 

FR 

IT 

EL 

NL 

Organic 
products 

France, Germany, 
Italy 

6.415.404 

IT 

Wine 

Denmark, 
Germany, Portugal, 
France 

2.796.367 

IT+BE+
NL 

Bovine 
meat 

Belgium, France, 
Italy 

FR 

Olive oil 

France, Germany, 
Italy 

5.995.475 

3.954.458 

IT+EL  Wine, 
cheese 

Germany, France, 
Italy, Greece 

3.502.341 

BG 

CY 

Cheese 

Brazil, Japan, 
United States 

44.747.494 

2.309.654 

Wine 

United States 

7.881.360 

Thailand, United 
States, Indonesia, 
Singapore, 
Vietnam 

China, Hong Kong, 
Taiwan, S. Korea, 
Japan, Singapore 

Canada, Russian 
Federation, Japan 

Belarus, Brazil, 
China 

1.811.682 

2.880.000 

4.639.093 

1.480.067 

Topic D  FR 

IT 

ES 

IT 

EL 

DE 

PL 

Organic 
products 

FR 

Wine 

EL 

Wine 

BG 

Wine 

34 

 
 
  
  
  
  
 
 
 
7.  EVALUATION OF THE PROPOSALS FOR PROMOTION PROGRAMMES 

Proposals  that  are  submitted  following  the  publication  of  the  calls  for  proposals  have  to  be 
firstly checked for their compliance with the admissibility, eligibility, exclusion and selection 
criteria set out in the annual work programme/call.  

For the evaluation of proposals, experts are selected in a way to ensure a high level of skills. 
experience and knowledge in the areas of the call (including project management. marketing. 
communication.  internationalisation  and  evaluation  of  results  in  relation  to  the  agri-food 
sector) while ensuring absence of conflict of interest. Special attention is given to achieving a 
balanced  composition  in  terms  of  skills,  experience,  knowledge,  geographical  diversity  and 
gender.  

The  evaluation  was  made  against  the  award  criteria  set  out  in  the  annual  work 
programme/call. 

Each proposal was evaluated against the award criteria, independently by (at least) 3 experts. 

The  experts  prepared  an  individual  evaluation  report  (IER)  with  comments  and  scores  for 
each criterion. 

For each proposal, the individual experts then formed a consensus group in order to reach a 
common view and agree on comments and scores (in a consensus report). 

Finally,  the  panels  are  convened  for  each  topic  of  the  call  to  examine  and  compare  the 
consensus  reports  to  check  the  consistency  of  their  scores  and  comments  and  —  in  case  of 
equal scores — to agree on a priority order. 

The  ‘above-threshold  proposals’  (i.e.  proposals  that  passed  both  the  individual  and  overall 
thresholds) are ranked by the experts in order of their overall score in their panel ranked list.  

Based  on  the  expert  ranking  and  the  budgetary  constraints  the  Agency  has  drawn  up  call 
ranked lists.  

The Agency did not deviate from the panel ranked list(s) nor did the Commission in case of 
selection of simple programme.  

35 

 
 
 
 
 
 
Section 2: Statistics and details on Commission’s own initiatives 

1.  HIGH LEVEL MISSION TO COLOMBIA AND MEXICO, 7-12 FEBRUARY 2016 

High-level  missions  are  part  of  a  series  of  Economic  Diplomacy  activities  envisaged  to 
facilitate  market  access  for  European  agri-food  products.  They  typically  include  a 
political  part  dedicated  to  political  meetings  of  the  Commissioner  and  a  business  part 
with activities for business delegates representing European exporters.  

Participants  to  the  missions  are  recruited  via  calls  for  applications  which  are  published  for 
each high-level mission via different channels: 

  official invitations to the European Parliament's Committee on Agriculture.  

 

 

 

the Member States and their Ministries of Agriculture.  

the major professional organisations.  

the Civil Dialogue Group on Quality and Promotion.  

  DG AGRI website and social media.  

  and  since  2017  also  via  the  EU  Representations  in  the  Member  States;  the  National 

Promotion Bodies. and CHAFEA’s website. 

The  selection  is  based  on  several  criteria  particularly  geographical  balance  among  the 
Member  States;  sectorial  balance  taking  into  account  the  products  potential  for  the  target 
country  market;  balance  between  SMEs  and  bigger  companies;  national  and  European 
umbrella organisations. 

42  business  representatives  (out  of  a  58  applications)  from  14  Member  States  accompanied 
Commissioner Hogan in this mission. 

Participation per Member State: 

EU umbrella organisations 

Belgium 

Bulgaria 

Denmark 

Finland 

France 

Germany 

Greece 

Ireland 

Italy 

Spain 

Poland  

3 

3 

1 

1 

1 

2 

4 

1 

2 

3 

10 

2 

36 

 
 
 
 
 
Portugal 

UK 

Netherlands 

Participation per Sector: 

Alcoholic beverages 

General 

Dairy 

Fruit and Veg 

Meat 

Cereals and Potato starch 

Confectionary  

2 

2 

1 

8 

2 

6 

3 

15 

2 

2 

Political deliverables of the mission included: 

  Market access issues; 

  Good communication channel established between Colombian authorities and the EU 
in different issues: organics, SPS, rural development etc.; negotiations were launched 
on the organics agreement; 

  Awareness about the EU and the Trade Agreement increased; 

  GI friendly partner in the region 

Elements of business delegation programme: 

  Networking dinner with Commissioner 

 

Introductory seminar for European producers about Colombian market 

  Business seminars on EU products for local buyers, retailers and distributors 

  B2B meetings 

  Retail visits in Colombia: Carulla. Jumbo. Exito 

  Networking  dinner  with  the  EU  MS  Embassies  and  representatives  of  the  Mexican 

authorities 

  Business Seminar on Mexican market 

  Retail  visits  in  Mexico:  Chedraui.  La  Europea  Plaza  Carso.  Liverpool.  La  Bottega 

Culinaria. Condesa. 

High Level Mission to Colombia and Mexico – evaluation highlights 

  92% of business delegates were satisfied with the mission 

37 

 
 
 
 
 
 
 
  72% of business delegates indicated a possibility for their business to grow as a result 

of the mission. 

2.  HIGH LEVEL MISSION TO CHINA AND JAPAN, 16-22 APRIL 2016 

45  business  delegates  (out  of  151  applications)  from  15  Member  States  took  part  in  this 
mission. 

Participation per Member State: 

EU umbrella organisations 

Belgium 

Bulgaria 

Denmark 

Finland 

France 

Germany 

Greece 

Ireland 

Italy 

Spain 

Poland 

Portugal 

Sweden  

UK 

Netherlands 

Participation per Sector: 

Meat (pork/beef/poultry) 

Alcoholic beverages 

Dairy 

F&V and Olive Oil 

General 

Cereals  

Other (animal fat/genetic 
material) 

7 

5 

1 

1 

1 

7 

4 

1 

3 

11 

9 

5 

5 

2 

3 

1 

20 

14 

10 

3 

10 

3 

3 

38 

 
 
 
 
 
 
 
 
 
The mission delivered the following results: 

  SPS  and  market  access:  restrictions  connected  to  Schmallenberg  virus  lifted  for  4 

Member States and some administrative progress on BSE; 

  GI  negotiations:  a  successful  round  took  place  in  November.  Next  one  was  in 

February 2017; 

  Organics:  agreed  to  revisit  current  positions  and  a  meeting  took  place  between  the 

CNCA and DG AGRI in July 2016; 

  Cooperation in agriculture research: DG Plewa attended the Food Security and Safety 

Summit in China in November;  

  Young farmers: a cooperation project agreed to be launched. 

Regarding the mission in Japan (Tokyo. Yokohama). the results of the vising include: 

  several  SPS  barriers  were  tackled  or  advanced  upon:  end  of  beef  ban  due  to  BSE 

(beyond the lift of the ban on Italian beef);  

  Japan agreed to harmonise with widely recognised international standards in the field 

of food and wine additives; 

 

 recognition of the regionalisation principle in the area of animal diseases;  

  Strong political message was delivered regarding EU ambition for EU-Japan FTA and 

EU readiness to conclude the FTA as soon as possible. 

Elements of the business delegation programme: 

  Handbooks on the Chinese and Japanese markets 

  Working meetings with Commissioner Hogan 

  Workshop organised by the EU Chamber of Commerce in China 

  Seminar on Green Agriculture and Sustainable Trade 

  Business seminar on European products for Chinese businesses 

  Site  visits  in  China:  organic  farm,  GI  production  sites,  Chongming  Ecological 

Agricultural Science and Innovation Center 

  Launch of the “European Restaurant Week” in China 

  Retail visits in China: Sanyuanqiao Best Collections, Carrefour, Metro, Jenny Lou 

 

Introductory seminar on Japanese market 

  Launch of the “Tastes of Europe – Restaurant Week” In Japan 

  Business seminar on EU products 

  B2B meetings 

  Retail visits in Japan: Takashimaya. Metro, Motomachi Union Supermarket 

  Site visits in Japan: in and around port of Yokohama. 

39 

 
 
 
 
 
High Level Mission to China and Japan – evaluation highlights 

  91% of business delegates satisfied with participation 

  75% expected their business to grow as a result of the mission 

  One  year  after  the  mission  81%  of  business  delegates  confirmed  that  contacts 
established  during  the  mission  facilitated  their  business  and  44%  of  them  concluded 
new business deals for a total sales value of over 75 million EUR a year. 

3.  HIGH LEVEL MISSION TO VIETNAM, SINGAPORE AND INDONESIA, 2-9 NOVEMBER 2016 

The visit to Vietnam was organised in the wake of the EU-Vietnam Free Trade Agreement. 
concluded  on  2  December  2015.  The  Commissioner  focused  his  diplomatic  efforts  on  swift 
implementation  of  the  FTA  in  order  to  maximise  the  opportunities  it  offered,  while 
emphasising the importance of removing SPS barriers to trade. Good political contacts were 
made during the visit with progress expected on SPS issues. 

Similarly,  the  visit  in  Indonesia  followed  the  launching  of  the  negotiations  on  the  EU-
Indonesia  Free  Trade  Agreement  amid  expectations  for  much  higher  trade  flows.  The 
Commissioner raised issues of GI protection and TBT and SPS barriers, including progress on 
“single entity” status for the EU, access to the port of Jakarta as well as discussions on BSE 
status. 

52  business  representatives  (out  of  82  applications)  from  16  Member  States  participated  in 
this mission.  

Participation per Member State: 

EU umbrella organisations 

Belgium 

Bulgaria 

Denmark 

Finland 

France 

Germany 

Greece 

Hungary 

Ireland 

Italy 

Spain 

Poland 

Portugal 

Romania 

7 

1 

2 

1 

2 

3 

3 

1 

1 

2 

                 7 

7 

4 

3 

1 

40 

 
 
 
 
 
UK 

Netherlands 

Participation per Sector: 

Meat (pork/beef/poultry) 

Dairy 

F&V and Olive oil 

Alcoholic beverages 

General 

Cereals 

3 

3 

21 

9 

7 

6 

4 

4 

The mission featured a number of new elements: 

- 

Introductory briefing meeting  

organised in Brussels ahead of  departure 

-  Business delegation visited one  

country 

– 

Singapore 

–  without 

the  

Commissioner 

-  Mission was linked to a major international trade event (SIAL Interfood Indonesia) 

-  Programme  of  activities  benefited  from  cooperation  with  Member  States  and  co-

financed promotion programmes 

-  Working breakfasts with the Commissioner were organised for different categories of 

products. 

-  Programme of business delegation activities featured different elements organised 

according to the objectives of the mission. 

1.  To improve market knowledge: 

-  Market Entry Handbooks 

- 

Introductory seminars including with Vietnamese Minister of Agriculture on the FTA 

-  Retail  visits:  Lottemart,  Occident  Mart,  AEON  Mall,  ANNAM  Gourmet  market  (in 
Vietnam),  Fairprice  Finest,  La  Petitie  Boutique,  Quartier,  Sheng  Siong  (Singapore), 
Carrefour (Indonesia) 

- 

Information sessions per different sectors and product categories 

-  Networking activities 

2.  To organise business 
contacts on the spot: 

-  B2B meetings 

-  Business 
buyers 

fora 

for 

local 

-  Press conferences 

41 

 
 
 
 
 
 
-  Visit to SIAL Indonesia 

3.  To allow for interaction with the Commissioner. Commission and Member States 

officials: 

-  Breakfasts, debriefing and other networking opportunities with Commissioner 

-  Participation in the event “Ballade en France”. 

High Level Mission to Vietnam, Singapore and Indonesia – evaluation highlights 

  Average satisfaction rate among business delegates at 96% 

  One  in  four  business  delegate  closed  business  deals  as  an  immediate  result  of  the 

mission 

  One  year  after  the  mission  89%  of  the  business  delegates  confirmed  that  contacts 
established during the mission facilitated their business and 53% concluded business 
deals. 

4.  HIGH LEVEL MISSION TO CANADA, 30 APRIL – 3 MAY 2017 

High  Level  Mission  to  China  was  organised  to  coincide  with  the  beginning  or  provisional 
application of the CETA agreement as well as the SIAL Canada fair in Toronto where the EU 
was designated the Region of Honour. Commissioner’s political programme was organised in 
parallel to the activities of the business delegation. 

The objectives of business delegation activities were to: 

 

Increase  market  knowledge.  notably  by  providing  insights  into  the  regulatory 
framework and consumer preferences; 

  Provide local business contacts. 

A  60-strong  business  delegation  (out  of  156  applications)  came  from  22  Member  States. 
time.  
featuring  57%  delegates  who 

joined  Commission’s  missions  for 

the  first 

Participation per Member State: 

EU umbrella organisations 

Austria 

Belgium 

Bulgaria 

Cyprus 

Denmark 

Finland 

France 

Germany 

5 

3 

5 

1 

1 

1 

1 

4 

1 

42 

 
 
 
 
 
 
 
 
Greece 

Hungary 

Ireland 

Italy 

Latvia 

Lithuania 

Netherlands 

Poland 

Portugal 

Romania 

Slovak Republic 

Slovenia 

Spain 

Sweden 

United Kingdom 

Participation per Sector: 

Alcoholic beverages 

Confectionary + genera 

Dairy 

Fruit and Veg 

Meat 

2 

4 

3 

8 

1 

3 

1 

3 

1 

1 

1 

1 

6 

1 

2 

17 

14 

12 

8 

9 

Activities organised for the business delegates: 

  Networking dinner 

  Business forum 

  B2B meetings 

  Participation in the opening of EU pavilion at SIAL Canada, visit of the fair 

  Session on CETA 

  Retail visits to Loblaws, Metro, Pusateri’s 

  Site visits to the LCBO, Ontario Food Terminal, St. Lawrence Market, Food Starters, 

Food Innovation & Research Centre. 

High Level Mission to Canada – evaluation highlights 

  59% overall satisfaction rate among business delegates 

43 

 
 
 
 
 
  Highest  rated  activities  by  business  delegates:  retail  visits,  business  forum, 

introductory seminar 

  56% of business delegates expected their business to grow as a result of the mission. 

5.  EU PAVILION AT SIAL CANADA IN TORONTO, 2-4 MAY 2017 

Commission  organised  EU  pavilion  at  SIAL  Canada  in  Toronto  in  order  to  profit  from  the 
Region of Honour status granted to the EU by fair organisers in 2017 as well as to emphasise 
the trade opportunities opened by the CETA agreement. 

The pavilion was organised in order to: 

  Promote  and  raise  the  profile  of  Union  agricultural  production  methods,  quality 
schemes and high quality and safety standards in particular in the context of CETA. 

  Promote  EU  products  through  common  activities  (permanent  /  non-permanent  ones) 

all day long for 3 days. 

  Achieve good media coverage and exposure of EU products. 

Priority topics of pavilion communication included: 

  CETA agreement  

 

'Safe  Food  for  Canadians'  (new  Canadian  regulation  to  be  implemented  in  2017 
implies that importers have a license for importation) 

  PDO/PGI/TSG: Stress value and message of the origin 

 

In addition: Organic / sustainable agriculture 

Product  categories  exhibited  at  the  EU  pavilion:  Wine,  Spirits,  Beer,  Fresh  and  Processed 
meat, Olive Oil, Fresh fruits and vegetables, Processed fruits and vegetables, Dairy products, 
Processed  cereals,  Bread,  Pastry,  Cakes,  Biscuits  and  other  bakery  products,  Chocolate  and 
derived  products,  Confectionary,  Honey,  Gums  resins  and  plant  extracts,  Cotton,  Living 
plants, products with Geographical Indications.  

List of activities and features of the EU pavilion: 

  Display  and  tasting  of  a  selection  of  GI  and  organic  products.  combined  with 
informative  session  moderated  by  and  expert  in  each  category.  At  least  10  products 
from 10 different Member States were represented in each category of products. 

 

Interactive  screen  directing  visitors  to  Member  States’  pavilions.  EU  companies  and 
EU  co-financed  programmes,  informing  of  benefits  of  CETA,  providing  information 
on GI products and presenting promotion campaigns running in Canada. 

  SIAL opening by the Commissioner 

  Open general information session on CETA 

  Session and quiz on GIs 

  Presentation of EU co-financed promotion campaigns 

44 

 
 
 
 
 
 
  EU-Canadian products pairing 

  Cooking shows and classes with local chef 

  Mixologist contest 

  Press interviews with EU business delegates. 

6.  HIGH LEVEL MISSION TO SAUDI ARABIA AND IRAN, 7-13 NOVEMBER 2017 

Organised within the framework of EU economic diplomacy, the high-level mission to Saudi 
Arabia  and  Iran  had  two  parallel  aspects:  bilateral  meetings  of  the  Commissioner  with 
relevant  national  authorities  and  accompanying  business  delegation  activities.  Objectives  of 
this mission included discussions on market access, establishment or enhancement of business 
relations as well as improved understanding of the markets. 

44 business  delegates joined Commissioner in  Saudi  Arabia, 42 in  Iran, mostly overlapping 
and coming in total from 19 Member States (169 applications from 23 Member States). 

Participation per Member State: 

EU umbrella organisations 

Austria 

Belgium 

Bulgaria 

Denmark 

Finland 

France 

Greece 

Hungary 

Ireland 

Italy 

Spain 

Lithuania 

Poland 

Portugal 

Romania 

Netherlands 

6 

2 

3 

3 

2 

3 

8 

2 

1 

3 

5 

5 

4 

3 

3 

1 

3 

Participation per Sector: 

General 

Dairy & Baby Milk 

9 

11 

45 

 
 
 
 
 
 
 
Fruit and Veg 

Beef. Lamb &Genetic 
Material 

Poultry & Eggs 

Cereals & Seeds 

Olive oil. Sauces and 
Condiments 

Bakery & Confectionery 

Fodder & Feed 

9 

10 

3 

7 

3 

3 

4 

In order to assist business delegates in valuable market intelligence, the Commission procured 
Market  Entry  Handbooks  for  both  visited  countries  and  organised  preparatory  briefing 
meeting ahead of the mission. 

Elements of business delegation programme in Saudi Arabia: 

  Business Event "Doing business in Saudi Arabia: Agri-Food sector" 

  Press conference 

 

Individual B2B meetings 

  Participation in SFDA conference on food safety 

  Official dinner 

  Retail visits (to selected supermarkets, shopping malls), European Food Festival 

  Field visits (to selected local agri-food companies) 

  Breakfasts with Commissioner. 

Elements of business delegation programme in Iran: 

  Exclusive expert presentation on financial transactions with Iran 

  EU-Iran Agri-Food Business Forum 

 

Individual B2B meetings 

  Press conference 

  Official dinner 

  Retail visits (to selected supermarkets. wholesalers. bazaars) 

  Field visits (to selected local agri-food companies) 

  Breakfasts and debriefing with Commissioner 

46 

 
 
 
 
 
 
 
 
 
Evaluation by business delegates 

47 

 
 
 
 
 
 
 
High level mission to Saudi Arabia and Iran – Evaluation highlights: 

54  Business  delegates  participated  in  more  than  300  B2B  meetings  and  more  than  400 
attendees of business seminars. 

7.  EU Pavilion at SIAL Middle East, 12-14 December 2017 
EU  pavilion  of  160  m2  was  organised  at  SIAL  Middle  East  in  Abu  Dhabi.  UAE  on  12-14 
December  2017.  This  activity  belonged  in  a  follow  up  to  Commissioner’s  visit  to  Saudi 
Arabia and Iran and served a purpose of communicating about key characteristics of EU agri-
food products  to  regional  mainly business  audience:  sustainability, quality, diversity, safety, 
taste and traceability. 

The  EU  pavilion  had  solely  communication  and  informative  function.  with  no  explicit  B2B 
element which was typically covered by EU Member States and private stands. EU companies 
and promotion programmes exhibiting at the fair. 

Pavilion’s  activities  featured  permanent  display  of  selected  EU  quality  food  and  beverage 
products  from  most  Member 
States,  scheduled  info  session 
on  EU  food  safety  and  quality 
policy  coupled  with  tasting  of 
samples  made  from  EU  food 
products  by  an  acknowledged 
chef Donnchadh Geraghty from 
Ireland  as  well  as  a  permanent 
info desk. 

product 

Food 
exhibited  at 
included: 

categories 
the  pavilion 

  Fruits,  vegetables  and 

nuts 

  Meat: Beef and poultry 

  Dairy and cheese 

  Chocolates and confectionery 

  Olive oil 

  Preparations of cereals, flour, starch or milk 

  Pastry processed products 

  Food preparations for infant use. 

The  fair  in  general  attracted  relatively  low  number  of  visitors  in  2017  and  as  a  result  it  is 
estimated that EU pavilion was visited by approx. 520 visitors including 160 who participated 
in the cooking shows and info sessions. 

48 

 
 
 
 
 
 
EU pavilion at SIAL Middle East – evaluation highlights                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           

  69% of pavilion visitors interested in buying or consuming European products 

  Quality  was  identified  as  the  main  driving  element  behind  EU  products’  popularity 

(53%); 21% valued their taste and visual appeal. 

8.  SPS Seminar Korea, 20-21 March 2018 

“EU Agri-Foods SPS Seminar” was organised in Four Seasons Hotel. Seoul. South Korea on 
20-21  March  2018  as  the  first  SPS  Promotion  Seminar  under  EU  Promotion  policy.  SPS 
Promotion  seminars  respond  to  a  need  for  dissemination  of  EU  high  safety  and  quality 
standards in third countries having highest export growth potential. This includes promoting 
key  elements  of  the  EU  Common  Agriculture  Policy  such  as  EU  quality  schemes  for 
agricultural products. EU organic production or sustainable production systems for EU agri-
food products including in particular EU ‘from farm to fork’ Sanitary and Phytosanitary (SPS) 
regime. Specifically for Korea, the Seminar aimed to capitalise on opportunities for agri-food 
products opened by the EU-Korea Free Trade Agreement. 

Issues covered in presentations: 

  Overview of EU food safety regulations 

  Animal identification and traceability in the EU 

 

International standards for safe trade of animal products 

  Food information to consumers in the EU 

  EU policy on GIs and organics 

  Challenges and opportunities on the Korean market 

  The EU phytosanitary system (F&V) and the EU pesticides management system 

  Regionalisation for plant diseases 

  The EU management system for pesticides, residues and chemicals 

  Enforcement of EU SPS legislation: controls, audits, inspections. 

the  most 

The seminar agenda included a Round Table "The Korean market. Food Safety and Quality 
standards: benefits and challenges". The aim of this round table was double: to wrap up and 
insist  on 
important  political 
aspects  seen  during  the  lectures  (trade 
irritants  with  Korea)  and  to  provide  to 
stakeholders other than the Korean official 
services a chance to have a say. The core of 
the  discussions  consisted  of  identifying 
elements  which  may  constitute  challenges 
to EU exporters trying to enter the Korean 
market  along  with  possible  solutions.  The 
Round  Table  was  held  facing  the  public 
and  counted  with  speakers  including  EU 
exporter's 
attachés,  EU 
MS 

trade 

49 

 
 
 
 
representatives,  Korean  Importers  Association,  chambers  of  commerce,  Wine  and  Spirit 
Importers Association, Fruits Importers Association, private companies, legal firms etc.   

Attractive products display was another magnet for target audiences.  
It provided a presentation of food and beverage products from majority of EU MS including 
products provided directly by MS representatives and their contacts in Korea featuring the 
following product categories: 

  Beverages: mineral water, juice, wine and spirits; 

  Confectionery and Chocolate 

  Dairy and cheese;  

  Fish (processed); 

  Nuts and olives; 

  Olive oil, balsamic vinegar, sauces and dips; 

  Pastry cooked products: biscuits and waffles; 

  Preparations of cereals. 

The cooking show was a major attraction of the seminar and served as the right complement 
to  the  expert  sessions.  It  featured  presentations  and  serving  of  signature  dishes  prepared  by 
resident chefs from Austria and Korea as well as hired chef from Italy and a celebrity Korean 
chef Jae-Hoon Lee. The show generated enormous interest as well as a suitable environment 
for B2B relations.  

“EU  Agri-Foods  SPS  Seminar” 
– evaluation highlights: 

•  147  participants  over  2 

days 

•  >70%  of  participants  had 
their  overall 
increased 
knowledge 
the 
European  Union  and  EU 
food safety standards 

on 

•  >50%  of  participants  had 
increased  their  knowledge 
on EU quality policy on GIs, organics and safe EU exports to Korea 

•  <40%  of  participants  had  increased  their  knowledge  of  the  EU’s  plant  health 
standards  of  the  EU’s  phytosanitary  system  and  of  the  EU’s  pesticides  management 
system 

•  All participants had increased their knowledge of the EU’s GI products following the 

Seminar 

•  64% found the quality of the speakers to be good, while 36% found it very good 

•  91%  of  participants  overall  satisfied  with  the  reception,  cooking  shows  and  product 

display 

50 

 
 
 
 
•  16 Korean media outlets covered the event 

•  19 articles about the seminar published in Korean press and media 

•  6 social media influencers and bloggers participated. 

9.  High Level Mission to China. 14-19 May 2018 

High  Level  Mission  to  China  featured  events  organised  in  Shanghai  and  its  immediate 
neighbourhood  as  well  as  in  Shenzhen.  The  largest  mission  organised  within  Promotion 
policy’s  own  initiative  activities.  It  gathered  65  business  delegates  from  24  Member  States 
(more than 170 applications) representing the following categories of products: 

  Dairy 

  Alcoholic Beverages 

  Meats  &  Meat  products 

(Pork; Beef; Poultry) 

  Fruits & Vegetables 

  Confectionary 

  Olive oil 

Programme for business delegates was organised in parallel to Commissioner Hogan’s agenda 
of political meetings. 

The objectives of activities offered to business delegates were to:  

 

improve the delegates’ knowledge about Chinese market, its consumers and trends; 

  provide  networking  opportunities  with  Chinese  business  people  as  well  as  Member 

States commercial representatives; 

  enhance  the  visibility  of  European  agri-food  companies  on  the  Chinese  market. 

Events organised for the business delegates included: 

  preparatory briefing meeting in Brussels, including presentation of a dedicated Market 

Entry Handbook 

 

 

internal 
networking dinner 

briefing  meeting 

and 

targeted  seminar  on  the  Chinese 
market  with  presentations  from  the 
EU Chamber of Commerce in China, 
EU SME Centre, China Policy, RCS, 
IPR  Helpdesk, 
Carrefour,  EU 
Eibens, Publicis Communications 

 

info desks from EU SME Centre, EU 
IPR  Helpdesk,  EU  Chamber  of 
Commerce in China 

51 

 
 
 
 
 
  Sectoral  workshops  on  market  access,  key  SPS  issues,  future  consumption  and 

consumer trends 

  Business dinner 

  Working breakfasts with Commissioner 

  Participation in the opening of EU pavilion at SIAL China and visit of the fair 

  B2B matchmaking at SIAL China 

  Debriefing from political meetings of the Commissioner 

  Retail visits to Metro, Hema supermarkets 

  Site visits in Shanghai to Bright Dairy & Food. Carrefour Food Safety Lab, Free Trade 

Zone, Yumi Research Center 

  E-commerce workshop in Shenzhen 

  Networking business dinner with local businesses 

  Site visits in Shenzhen to the logistics centre, High Green Market 

High level mission to China – evaluation highlights 

  86% general satisfaction rate among business delegates 

  76%  of  business  delegates  expect  their  business  to  grow  in  China  as  a  result  of  this 

mission 

  The  most  useful  events  as  rated  by  business  delegates:  meetings/interaction  with  the 

Commissioner, business seminar, retail visits. 

10. EU pavilion at SIAL China, 16-18 May 2018 

EU pavilion at SIAL China in Shanghai was organised 
on  16-18  May  2018  to  coincide  with  Commissioner 
Hogan’s  high  level  mission  to  China  with  business 
delegation.  A  168  m2  pavilion  was  designed  with  an 
objective  of  communicating  key  characteristics  of  EU 
agricultural  food  and  beverage  products:  food  safety, 
tradition,  nutritious  value  and  traceability,  with  a 
special  focus  given  to  GI  products  on  the  occasion  of 
ongoing  negotiations  of  the  EU-China  GI  agreement. 
The  EU  was  also  designated  as  Region  of  Honour  of 
SIAL China 2018. 

Animations and activities in the pavilion included: 

  Official opening ceremony 

  Product display 

  Tasting area 

  Cooking show & policy  

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 

 

information sessions 

Infopoint 

  Panel  discussion  session  hosted  by 
Indication 
SIAL: 
“Geographical 
labels  –  promising  high  quality  and 
tradition”. 

Tasting  area  was  organised  into  tasting  stations 
with 
the  following  product  categories:  meat, 
cheese,  fruit  and  vegetables,  beer,  wine  and 
confectionery.  In  total,  33  250  samples  of  quality 
EU food and beverage products were served during 
three days of the fair. 

Member States contributed selected products both to the tasting stations as well as to product 
display while it was ensured that products from across the EU are equally represented. 

The  EU  pavilion  was  envisaged  to  provide 
additional  visibility  for  the  EU  at  the  fair 
under  “Enjoy  It’s  from  Europe”  signature 
while  indirectly  representing  Member  States 
European 
promotion 
programmes  and  reinforcing  their  status  and 
messaging  with  the  visiting  business  people 
and public. 

companies 

and 

Cooking  shows  were  delivered  by  Michelin-
star  German  chef  operating  in  Shanghai. 
accompanied  with  a  commentary  by  a  local 
moderator  and  policy  officer  from 
the 
Commission  explaining  about  safety  and 

quality aspects of EU products used for the preparation of the dishes. 

EU pavilion at SIAL China – evaluation highlights 

  12 cooking and information sessions 

  588 participants in total 

  88.5% participants satisfied 

  85% learned about  EU added value for food safety, 71% about  health quality of EU 

foods 

  81% interested in buying EU foods 

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Section 3: Details on technical support 

1.  Objectives and target audience 

Technical  support  services  are  part  of  the  measures  on  the  initiative  of  the  Commission 
foreseen by the reformed promotion  of agricultural  products  policy. The  objectives of these 
services are defined in the Regulation (EU) No1144/2014, Article 9:  

"2. The Commission shall develop technical support services, in particular with a view to: 

(a)  encouraging  awareness  of  different  markets,  including  by  means  of  exploratory 

business meetings; 

(b)  maintaining  a  dynamic  professional  network  around  information  and  promotion 
policy, including providing advice to the sector with regard to the threat of imitation 
and counterfeit products in third countries; and 

(c)  improving  knowledge  of  Union  rules  concerning  programme  development  and 

implementation." 

Subsequently,  Chafea  and  European  Commission  developed  the  services  presented  below 
targeting the following audiences:  

1. National and/or European organisations of producers representing different agricultural 
   product sectors (e.g. dairy, meat, fruit and vegetables, wine etc.)  

2. SMEs exporting within the EU and to third countries 

3. National authorities (such as ministries of agriculture and paying agencies)  

4. Organisations providing support for internationalisation of SMEs  

2.  EU agri-food promotion portal 

Based  on  the  input  from  the  stakeholders,  the  portal  was  created  available  at  the  following 
web  address:  https://ec.europa.eu/chafea/agri/.  It  includes  market  information,  information 
concerning the available funding opportunities, news and  events  as well  as tools supporting 
the  potential  applicants  for  EU  funding  in  their  proposal  preparation  as  well  as  assisting 
exporters  in  their  export  activity.  The  portal  contains  an  interactive  map  with  information 
concerning  all  adopted  programmes  since  2014  including  target  markets  and  budget 
information.  

Please see below the home page of the portal:  

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Information  regarding  the  portal  statistics  can  be  found  in  the  technical  support  services 
section of the report. 

Please find below examples of the specific tools offered as part of the portal:  

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Market entry handbooks 

Market  entry  handbooks  constitute  a  tailor-made  analysis  of  the  third  country  markets  with 
identified opportunities for the EU agri-food products.  The countries covered by the reports 
correspond to those where business delegations visits were organised as well as to the priority 
countries identified each year in the Annual Work Programme. Examples can be found below. 
There are currently eight market entry handbooks available on the portal with six additional in 
the preparation.  

Highlights:  

 

tailor-made proprietary market reports. 

  export opportunities identified per sector.  

  advice on the market entry conditions, distribution channels and marketing channels. 

  cultural aspects including the DOs and DON'Ts. 

  part of the briefing of the business delegation. 

Find partners tool  

In order to  facilitate contacts  between different  organisations eligible for funding as well as 
stimulate applications for the MULTI call, a specific tool was developed on the portal. It gives 
the applicants the opportunity to fill in their organisation's profile and define parameters of the 
desired profile of the partner organisation. 

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Highlights: 

 

 

tool tailored to the specificities of the promotion policy.  

facilitates contacts between organisations from different regions and Member States. 

Eligibility checker 

This  tool was  created in order to  help  the applicants  navigate through the eligibility criteria 
and ultimately reduce the number of ineligible proposals.  

Campaign visual creator 

Another  area  which  is  problematic  for  the  applicants  and  beneficiaries  of  the  EU  funding 
concerns the rules on visuals. It is however very important that the rules are being adhered to. 
This  tool,  as  well  as  other  documents  available  on  the  portal,  allow  the  applicants  and 
beneficiaries  upload  their  visual  and  make  a  simulation  how  their  marketing  material  may 
look like, which is at the same time visually appealing and following the rules in place. 

Frequently Asked Questions 

As a complement to call documents, such as the call texts, guide for applicants and helpdesk, 
a series of Frequently Asked Questions was developed. It is updated every year and includes 
weekly updates during the call submission period. It is searchable which facilitates its use. 

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Interactive map of EU-funded campaigns  

Interactive map serves as the repository of all campaigns adopted since 2014 and allows for 
the  search  by  different  parameters.  e.g.  proposing  country,  target  country,  product  sector.  It 
provides links to the actual campaign websites and increases the transparency by featuring the 
campaign budget, including the share of the EU funding. 

Webinars 

In  order  improve  the  quality  of  the  proposals,  each  year  the  weak  areas  are  identified  and 
complemented by the applicants'  feedback.  Based on this information,  tailor-made webinars 
are  organised  together  with  the  experts  in  the  field.  The  target  audience  constitutes  of  the 
potential applicants for EU funding as well as the EU exporters in general.  

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There  are  currently  six  webinars  available  on  the  portal  and  further  four  in  preparation. 
Examples of the webinars can be found below. Statistics can be found in the part of the report 
dedicated to technical services. 

3.  Events 

Info days 

Info days on calls for proposals are organised every year following the publication of the calls 
for  proposals.  They  include  presentations  of  the  calls  as  well  as  statistics  of  previous  calls, 
information  concerning  the  eligibility  and  support  tools  available.  They  also  feature 
presentations  of  the  EU-funded  programmes  by  the  beneficiaries  in  order  to  share  best 
practices. One general info day takes place in Brussels. 

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The objective is to increase awareness of the funding opportunities as well as to increase the 
knowledge of the rules applicable to the calls for proposals. 

In collaboration with the Member States, Chafea and European Commission participate in the 
national info days where possible attended by a native speaker. 

Statistics can be found in the technical support services part of the report. 

Highlights: 

 

relevant audience (agri-food stakeholders); 

  more in-depth information concerning the calls; 

  opportunity to ask questions; 

  web streaming for higher outreach; 

  examples of best practices. 

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Presentations of EU funding opportunities and match-making 

In 2018, Chafea and European Commission organised for the first time the presentation of the 
EU-funding and the match-making event during one of the biggest European food trade fairs 
– SIAL in Paris on 23 October.  

The exact registration figures were not yet known at the time of writing this report. 

Highlights:  

  organising the event at the place where over 7000 agri-food exhibitors and over 15000 

visitors can be found; 

  opportunity to enlarge the audience; 

  opportunity to increase the number of new applicants. 

4.  Information and promotion campaigns 

In order to increase the awareness of the available funding opportunities under the promotion 
policy  as  well  as  enlarge  the  pool  of  "new"  applicants,  Chafea  and  European  Commission 
organised  a  direct  mailing  campaign  sent  out  to  a  thousand  potential  applicants.  As  a 
secondary  objective,  the  campaign  was  aiming  to  raise  awareness  of  the  support  tools 
available to the potential applicants and exporters. 

The  open  rate  varied  between  20  and  35%  which  is  considered  a  good  result  for  the  direct 
marketing campaign. 

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Examples of visuals can be found below. 

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