Agri-food sector reinforced today with new competitiveness measures.

The initiative Report of the European Parliament's Committee on Agriculture and Rural Development (AGRI) on 'Promotional measures and information provision for agricultural products: what strategy for promoting the tastes of Europe?' was adopted today in Strasbourg.

"As the EPP Group Member responsible for this initiative Report, I believe that the European Parliament, and in particular our political Group, have carried out valuable work in taking the lead on this issue and in contributing to the strategic objective of food security in the European Union", said Maria do Céu Patrão Neves MEP.

The Portuguese MEP believes that the extensive amendments made to the initial Report presented to the AGRI Committee reshaped and strengthened the Report adopted today.

The European Commission allocates approximately €50 million annually for these campaigns, but Mrs Patrão Neves and the EPP Group are trying to increase the budget. The campaigns cover fresh fruit and vegetables (among other products), namely in schools. Mrs Patrão Neves is proposing that those campaigns are also promoted outside the EU, and at regional and local level.

The final Report underlines the four main objectives defined in the European Commission Communication, namely to create higher European added value in the food sector, a more appealing and assertive policy strategy, simpler management and greater synergy between different promotion instruments, and adequate measures to fulfil these goals.

Mrs Patrão Neves proposed important changes to the Report which widen the scope of application of the new strategy for promotion of the Tastes of Europe. The Report considers that equal attention should be given to internal and external market promotion policy, since both are of benefit to producers and consumers. She stressed that the EU promotion policy remains legitimate and important internally, at local and regional levels and on expanding world markets.

"The final Report approved today gives more ambition to the promotional measures and information provision for agricultural products, aiming at the reinforcement of the competitiveness of the European agri-food sector and its EU agricultural organisations, enhancing their image and very strong reputation throughout the world", concluded Mrs Patrão Neves.