Ettore Prandini, President of the Strategic Committee of Farm Europe and President of Coldiretti (Italy), addressed the European Parliament’s Agriculture Committee (COMAGRI) today during a hearing on the revision of the EU promotion policy for agricultural and agri-food products.
“The promotion policy is one of the European Union’s most strategic tools to support the competitiveness of farmers and agri-food producers” said Prandini, “and to ensure a strong and credible presence in international markets, especially in today’s unstable and constantly evolving geopolitical environment.”
During his intervention, Prandini recalled the challenges faced by European producers in the wake of the Covid-19 pandemic, and the difficulties in regaining access to markets – even temporarily closed due to conflicts, diplomatic crises, or sanctions. At the same time, he emphasized the new opportunities emerging in global and regional markets, which the EU must seize through a more effective promotion strategy.
“The EU already has a powerful instrument in the promotion policy,” he continued, “but in recent years we have witnessed a worrying reduction in dedicated funding: from around €200 million in 2019 to €185.9 million in 2024.”
According to Farm Europe, strengthening this policy means equipping Europe with a tool that aligns with its global ambitions—one that can promote high standards, enhance the quality of EU production, increase supply chain competitiveness, and support geographical indications, both in the internal market and abroad.
Prandini also highlighted the importance of high-visibility initiatives by the European Commission, such as participation in international trade fairs and major global events. He recalled the work carried out during the previous legislative term with the European Parliament to make the programme more efficient, inclusive, and attractive to all Member States.
“We cannot accept,” Prandini stressed, “that the revision of this policy be used as a pretext to penalise key sectors of the EU agri-food system—such as animal production or wine—based on anti-scientific dogmas or unproven claims about environmental or health impacts.”
Regarding implementation, Farm Europe called for increased flexibility in managing promotion programmes, especially concerning:
- the ability to respond to geopolitical changes;
- the modification of target markets during programme execution;
- and the simplification of the pre-project phase.
A major concern raised was unfair competition and counterfeiting.
“According to EUIPO,” said Prandini, “in 2024 alone, counterfeits of PDO and PGI products detected within the EU accounted for over €94 million in losses. Meanwhile, countries like Italy are severely impacted by the ‘Italian sounding’ phenomenon, which exceeds €120 billion annually in non-EU markets. These figures call for urgent and determined action.”
Finally, Prandini called for a greater role for EU delegations and embassies in supporting the promotion and internationalisation of European agricultural businesses.
“We reaffirm our full availability to work in the coming months on improving this essential policy tool—one that not only enhances the competitiveness of European agri-food companies but also protects citizens by ensuring product quality, safety, and transparency,” Prandini concluded.For questions and reactions please do not hesitate to contact us at info@farm-europe.eu
O artigo foi publicado originalmente em Farm Europe.
