COMMISSION STAFF WORKING DOCUMENT EXECUTIVE SUMMARY OF THE EVALUATION of the EU agricultural promotion policy - internal and third countries markets
Date: 2020-12-22
Institutions: Directorate-General for Agriculture and Rural Development, European Commission
Subjects: EU production, agricultural production policy, agricultural trade, common agricultural policy, competitiveness, project evaluation, public awareness campaign, quality control of agricultural products, sales promotion, trade promotion

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  EN 

   EUROPEAN COMMISSION  Brussels, 22.12.2020  SWD(2020) 401 final  COMMISSION STAFF WORKING DOCUMENT  EXECUTIVE SUMMARY OF THE EVALUATION  of the EU agricultural promotion policy - internal and third countries markets {SWD(2020) 399 final}  
 
 
EXECUTIVE SUMMARY 

The  evaluation  examined  the  effectiveness,  efficiency,  relevance,  coherence  and  EU 
added value of the EU’s reformed agricultural promotion policy, as set out in Regulation 
(EU)  No  1144/2014.  It  covers  the  EU-28  and  the  period  2016  to  2019  (2016-2017  for 
simple and multi programmes1). 

The  evaluation  faced  a  number  of  inherent  challenges  and  limitations,  given  the 
premature  timing,  diversity  of  programmes  and  own  initiatives,  lack  of  comprehensive 
data, and the difficulty to isolate the specific effect  of promotion  policy  measures from 
the influence of contextual factors.  

The  conclusions  indicate  that  the  promotion  policy  had  a  broadly  positive  effect  in 
terms  of  effectiveness,  efficiency,  relevance,  coherence  and  EU  added  value,  but  also 
identify areas requiring careful attention in view of existing shortcomings and upcoming 
priorities.  

The monitoring and evaluation system for information and promotion programmes 
did not allow to fully demonstrate the impact of the simple and multi programmes, or the 
efficiency  of  Commission  own  initiatives.  For  action  taken  at  the  Commission’s  own 
initiative,  there  is  room  to  improve  the  definition  and  use  of  indicators  to  track 
performance and help share the lessons learnt.  

in  addressing  the  objectives.  Preliminary  data  gathered  during 

Despite  the  limitations,  action  funded  by  the  promotion  policy  was  considered 
effective 
the 
programmes  indicated  that  support  to  simple  and  multi  programmes  was  effective  in 
raising  the  awareness  and  the  profile  of  EU  products,  quality  schemes  and  production 
standards,  particularly  for  non-EU  markets  with  the  highest  growth  potential.  The 
measures implemented through the Commission own initiatives were highly effective in 
paving the way to enter or expand into non-EU markets.  

The  promotion  policy  has  been  implemented  efficiently,  albeit  with  differences 
between the management of simple and multi programmes, as efficiency varies according 
to  the  approach  to  programme  management  (direct  management  being  more  efficient). 
Standardising the measurement of reporting indicators would make it easier to compare 
the efficiency of Commission own initiative events. 

Overall,  the  objectives  of  the  policy  and  its  related  activities  remain  relevant,  have 
clear  EU  added  value  and  there  is  no  major  inconsistency  between  the  EU 
agricultural promotion policy and other EU policies, including the EU health, climate 
and  environmental  and  development  policies.  However,  promotion  of  specific  product 
types (e.g. those which in certain circumstances can be considered as harmful to human 
health),  production  methods  (e.g.  those  that  may  have  a  negative  environmental  and 
climate  impact)  and  in  certain  markets  (e.g.  developing  countries)  will  need  careful 
attention  in  light  of  policy  developments,  such  as  the  European  Green  Deal  among 
others.2 

1 Simple programmes are promotion programmes run by one or more proposing organisations from the same Member 
State,  multi  programmes  are  promotion  programmes  by  from  at  least  two  organisations  from  at  least  two  Member 
States or by one or more EU-level organisations. 
2 The promotion policy already has the capacity to support new political priorities, such as the European Green Deal 
and the farm to fork strategy, as demonstrated by the 2021 annual work programme. 50% of its budget is dedicated to 
promotion  of  organic  farming  products,  sustainability  in  agricultural  production  and  consumption  of  fruit  and 
vegetables in the context of balanced and proper dietary practices. 

 
 
                                                           
The evaluation identified room to improve the policy by:  

improving the exchange of knowledge and experience between beneficiaries, 

 
  making greater use of the signature ‘Enjoy! It’s from Europe’,  
 

exploring links between promotion programmes and Commission own initiatives,  
improving coherence with other EU policies. 

 

2