The group believes that this new ambitious and improved policy looks promising, as it will simplify administrative procedures and reduce red tape for the industry, which was one of the key elements that needed to be improved.

It said that a positive step forward is the increased budget for this new policy, especially with the Russian ban on agri-food products hitting the sector significantly. The new policy has great potential to help the EU diversify into new markets, enhance competitiveness and raise awareness of high quality European products. For all those reasons, it is essential for the agri-food chain to get a better understanding of how the policy will work in practice.

The Seminar brought together over 160 participants from across the agri-food chain with high-level presentations from the EU Commission and the Consumer, Health, Agriculture and Food Executive Agency (CHAFEA) showing how the new policy will work in practice. Successful examples of past programmes were also presented, showing, for instance, how to best promote potatoes, lamb, flowers, meat and dairy products on the domestic and non-EU country markets. New ways of communicating messages through social media and relevant marketing tactics were also explored. The Seminar marked the first step in building a dynamic, professional network to encourage the preparation of multi-country promotion programmes in the future.