Credit: © European Union, 2025; image sources: stock.adobe.com

On Friday 23 January 2026, the European Commission launched the 2026 calls for proposals to support campaigns and events that promote sustainable, high-quality European agri-food products within the European Union (EU) and worldwide.

The initiative aims to make up to €160 million available through grants to co-finance programmes proposed by producer groups and other agri-food professional organisations, both within the EU internal market and in key third-country markets with growth potential, including the United Kingdom (UK), Japan, South Korea, China, Singapore and North America.

These calls form part of the 2026 promotion policy work programme, under which the Commission will allocate €205 million to co-finance promotional activities for EU agri-food products. This marks the highest budget ever dedicated to raising consumer awareness of European agricultural products and quality schemes. The actions fall under the common signature “Enjoy, it’s from Europe”, which aims to raise awareness of the quality of EU products and to recognise the efforts of EU farmers and agri-food businesses in meeting high safety and environmental standards.

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

Reportedly, agri-food promotion policy represents a political priority for the EU, as President Ursula von der Leyen underlined in her State of the Union address. The Vision for Agriculture and Food also recognises it as a key tool to support the competitiveness, resilience and diversification of the EU agri-food sector at global level.

The calls will remain open for applications for a period of three months and are open to a range of eligible operators across the EU. An information day will take place in Brussels, Belgium and online on Tuesday 27 and Wednesday 28 January 2026.