Money set aside to market European organic food often goes unspent, while other farm sectors compete for budgets that run dry. The European Parliament now wants the cash to follow demand. Lawmakers also want small farms and cooperatives to reach EU marketing funds without drowning in paperwork.
Small farms, cooperatives, and food businesses could find it easier to tap EU agricultural promotion programmes. On 12 November, MEPs adopted a resolution by 476 votes to 83, with 42 abstentions. It calls for greater flexibility and simpler access to the schemes. The text is not binding, but it aims to help EU farmers compete at home and abroad.
These proposals would let unused funds move between agricultural sectors as demand changes. Parliament singled out unused money in organic promotion schemes, which could go to areas where applications for funding exceed the available budgets.
The vote comes as European food producers face growing pressure to stay competitive in global markets. It also lands in the middle of a budget row. Earlier this year, the Commission planned to cut grants for promotion programmes from €160m in 2026 to €112m in 2027. After pushback from 10 member states and farm groups, it now plans €152m for these programmes next year.
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Funds on the move
The EU co-finances campaigns that market EU farm products at home and abroad. Through them, producers can promote their products, win new markets, and showcase European food standards. But Parliament wants a more flexible system.
Its proposals would let money move in and out of programmes and sectors where it is needed. MEPs also want faster responses to shifts in international markets and geopolitics. The goal is to stop available money going to waste while other producers struggle to access support.
Less paperwork for small farms
A further priority is cutting the paperwork for smaller agricultural businesses. EU funding applications can involve lengthy and complex procedures, documentation, and eligibility requirements.
Parliament wants simpler, proportionate procedures, especially for SMEs, small farms, and organisations in rural or disadvantaged areas. The changes could benefit producers who do not have the staff or resources to handle complicated funding applications.
MEPs also want bigger budgets for joint promotional campaigns that bring together producers from several countries. Such ‘multi’ programmes let smaller businesses share the cost of marketing their products abroad.
No blacklist for meat and wine
Another issue that came up in Parliament’s debates was which agricultural products should get support. Salvatore De Meo (EPP/ITA), who drafted the report, wants all eligible farm sectors to keep access to promotion money.
We have also defended a fundamental principle: all eligible agricultural sectors and products, including meat and wine, must be treated fairly, without discrimination or demonisation. — Salvatore De Meo (EPP/ITA), rapporteur on EU agri-food promotion
“We have also defended a fundamental principle: all eligible agricultural sectors and products, including meat and wine, must be treated fairly, without discrimination or demonisation. These products are an integral part of Europe’s agri-food heritage and identity,” Mr De Meo said. He also wants a funding system that follows market demand and helps smaller farms and cooperatives.
Europe and origin on one label
Parliament also wants EU-funded campaigns to tell consumers around the world where European food comes from. MEPs want the slogan ‘Enjoy, it’s from Europe’ to appear alongside the producer country on packaging for foreign markets. The goal is to connect the credibility of European food culture with national and regional identity.
Campaigns should also focus more on product quality, traceability, geographical indications, and sustainability. Geographical indications protect the names of products whose quality or reputation is tied to where they come from, such as Parma ham or Champagne.
Backers hope this will help European producers compete in global markets. The text targets packaging for foreign markets, but it does not spell out whether this would cover all exported products or only those promoted through EU-funded campaigns.
Flexibility versus certainty
MEPs want a promotion policy that is better funded, easier to use, and more responsive to market developments. At the same time, moving money between programmes should not make the overall budget less predictable.
The big question for smaller farmers is whether simpler procedures will actually make financial support easier to reach. For farm sectors, the question is how the money will be shared out in the future and whether moving unused funds will reshuffle priorities.
Parliament wants EU promotion money to reach producers who can use it. The challenge will be adding flexibility without leaving sectors unsure whether they can still get support.
