Commission makes €160 million available to support the EU agri‑food sector

The European Commission has launched the 2026 calls for proposals to support campaigns and events that promote sustainable, high‑quality EU agri‑food products within the European Union and worldwide. Up to €160 million will be made available through grants to co‑finance programmes proposed by groups of producers and other agri‑food trade organisations, both in the EU internal market and in key third‑country markets with strong growth potential, including the United Kingdom, Japan, South Korea, China, Singapore and North America.

The calls for proposals are part of the 2026 promotion policy work programme, under which the Commission will allocate €205 million to co‑financing promotional activities for EU agri‑food products—the highest budget ever dedicated to raising consumer awareness of European agricultural products and quality schemes. These actions are carried out under the common signature “Enjoy! It’s from Europe”, aimed at increasing consumer awareness of the quality of EU products and rewarding EU farmers and agri‑food businesses for their efforts in meeting high safety and environmental standards.

In addition, the work programme includes initiatives to be managed directly by the Commission, such as promotion and information campaigns in third countries, EU participation in major international agri‑food trade fairs, Commissioner Christophe Hansen’s visits to third countries, and the development of market‑entry handbooks for exporters.

Agri‑food promotion policy is a political priority for the European Union, as highlighted by President Ursula von der Leyen in her State of the Union address. It is recognised in the Vision for Agriculture and Food as a key tool to support the competitiveness, resilience and diversification of the EU agri‑food sector at global level.

The newly launched calls will remain open for applications for a period of three months and are open to a wide range of eligible operators across the EU. An information day will be held in Brussels and online on 27 and 28 January 2026.