Transcript CAP_2020_General_Presentation_Final_EN_131009_animTHFinal

PPA(14)4669
The new promotion policy
Political agreement
1st APRIL 2014
DG Agriculture and Rural Development
European Commission
Planning - Promotion policy reform process
Green Paper – Public debate
14 July 2011 – January 2012
30 March 2012
21 November 2013
External evaluation of the current regime
Commission Communication
Legal proposal on the promotion policy
Discussions in the European Parliament and the Council
1 Avril 2014
2014
2015
1 December 2015
Political Agreement on the NEW Promotion policy
between European Parliament, Council and Commission
Finalisation of the
legislative phase
Approval of Delegated
and Implementing Acts
Entry into force
2
Delegation to the
Executive agency in
Luxembourg
How will the future promotion policy address those challenges
Challenges
Policy objectives
Reform objectives
Policy objectives
Developing and
opening up new
markets
Fierce
competition
Cost pressure
Enhance
competitiveness of
agricultural sector
Lack of
awareness
Increasing
awareness about
merits of EU agri.
products
Greater
efficiency and
effectiveness
3
What's new in the reform to meet the objectives?
Targeted on EU
added value
Align with needs of
the sector
• Clear priorities established
annually - work programme
• Enlarge to new beneficiaries
• Increase the promotion
campaigns in third-country
market
• Wider list of eligible products
including processed products
• Enhance the cooperation
between operators from
different MS through multi
programmes
• Recognition of the strategic
importance of brands and
origin
• Incentive EU cofinancing
rates
• Reactive in case of crisis
• Technical support services
Greater
effectiveness
• New selection process with
gain in time and evaluation
exclusively at Commission
level through external experts
• End-up of national
cofinancing
• Simplification of
administrative procedure for
Multi-programmes : directly
managed by the Commission
• Delegation to an executive
agency foreseen
Increased expenditure : up to 200M€
4
a) Eligible products and schemes
 All agricultural products covered excluding tobacco
 Open to certain processed products listed in Annex
(beer, chocolate, pasta, sweet corn, cotton...)
 Spirits with a Protected Geographical Indication
 Wine:
 Simple programmes = Basket approach
 Multi programmes = Wine alone possible
 On the internal market = Information on
quality schemes + responsible consumption
 Fishery and aquaculture products : Basket approach
 Schemes : EU quality schemes, organic, RUP,
national quality schemes
5
A
wider
list
of
eligible
products
including processed
products.
Consistent
with
other CAP promotion
measures and EU
policy on alcohol
consumption
b) Proposing organisations
 Trade or inter-trade organisations
representative of the sector(s) concerned at
MS
 Trade or inter-trade organisations at EU level
 Producer organisations
 Bodies with public service mission in charge of
promotion of agricultural products (example:
Agence Bio, Chambers of agriculture)
6
Clarification of the status
of beneficiaries
New beneficiaries
coherent with Single CMO
post 2013
c) EU generic promotion with recognition of the strategic
importance of brands and origin (1/2)
VISIBILITY OF BRANDS
 Each brand equally visible
 Graphic presentation smaller format than the main European EU message of the
campaign
 In general, several brands displayed
7
Brands : example for poster
Banner with several brands under the main message
8
Brands : example for web-site
Rolling banner with several brands under an EU message
9
Brands : example for a stand
Individual but identical corner for each representative of brands
Same size of the names of the brands – under an EU message
10
c) EU generic promotion with recognition of the strategic
importance of brands and origin (2/2)
MENTION OF ORIGIN
 Internal market : always secondary in relation to the main EU message of the
campaign
 Third country market may be on the same level as the main EU message of the
campaign
 Products recognised under EU quality schemes (PDO, PGI...) : the origin as
registered in the denomination may be mentioned without any restriction
11
Not acceptable: programmes which encourage or give
preference to the purchase of domestic products
• Article 34 TFUE
• Case 249/81 Commission v Ireland
[1982] ECR 4005
12
Example: origin on Internal market
13
Example: third countries
14
Example Internal Market : PDO/PGI/STG
15
d) Different types of actions
Information and promotion
programmes :
Commission initiatives :
 Information and promotion
measures :
 High-level missions
 Participation in trade fairs
 Own campaigns
 1 to 3 years
 Submitted by proposing
organisations (PO)
 SIMPLE programmes : one or
more PO from the same MS
 Technical support services
 MULTI programmes : several
POs from several MS + EU
organisations
16
New technical support services offered by the Commission
As example :
 Help proposing organisations to design their programmes and
implement them in an effective manner
 Create a platform for exchanges – generate contacts between proposing
organisations (e.g. interest in carrying out a multi programme)
 Organising trainings, conferences to exchange views and methodology
 Help operators to develop their export activities
17
e) Which measures in case of crisis ?
Targeted on short term
Targeted on long term
• Information and promotion cofinanced programmes
• Programmes running 2 or 3 years
• Need time to be elaborated adequately
• Crisis situation taken into account in the annual work
programme
• Priority points for the selection
• Possibility to precise an indicative amount by priority
• Higher cofinancing rate : 85 %
• Exceptional measures (sCMO
Regulation (UE) n°1308/2013) for
the sectors concerned
• Information measures (art 45
Regulation (UE) n°1306/2013):
direct communication from the
Commission
• Commission's own initiatives :
information and promotion
campaigns
CAP offers complementary tools
18
f) New selection procedures
Implementing act
Examination procedure
 Programme directly submitted
to European Commission
WORK PROGRAMME
Adopted by Commission
CALLS FOR PROPOSALS
Published by Commission
No national cofinancing
anymore
SIMPLE
 1 selection per year based on
priorities established in annual
work programme
MULTI
SUBMISSION of programmes proposals
BY proposing organisations
TO Commission
SELECTION
By Commission
 Implementation adapted to the
specificities of simple-multi
programmes
Implementing act
Examination procedure
19
Grants agreements
SIMPLE
MEMBER-STATES
MULTI
COMMISSION
Shared management
Direct management
g) Cofinancing rates
 National cofinancing
 EU cofinancing rates :
Type of programmes
Simple
Multi
Internal market
70%
80%
External market
80%
80%
In case of crisis
85%
85%
+ 5% for MS under financial assistance
20
Next steps
Finalisation of
the legislative
stage
Executive
Agency
Delegated &
implementing acts
 Legal and linguistic finalisation
 Formal approval of the basic act
 Commission Decision needed to amend
the mandate of CHAFEA
 Integrating promotion into the existing EA
 New rules to be prepared
 Annual work programme to be prepared
21
Tentative calendar for the NEW Promotion policy
Political agreement on a new direction for the
1 April 2014
Oct/ Nov 2014
promotion policy
Adoption of the legal basic act
Adoption of the decisions to delegate to an
4th Quarter 2014
Summer 2015
Summer 2015
1 December 2015
executive agency
Adoption of the Delegated acts
Publication of the Delegated acts and
Implementing acts
Full entry into force of the new Promotion policy
22
For further information
Europa web-site
http://ec.europa.eu/agriculture/promotion/policy/index_en.htm
Thank you
23
Annual work programme
 Set the strategic priorities :
1- Based on profound analysis of market opportunities, FTA's
negotiations...
2- To respond to specific sector needs
3- To support actions with higher impacts for SMEs
4- Provide for specific arrangements to react in case of
crisis
24
Annual work programme
 Set the minimum requirements on key messages :
e.g. Common signature
25
Annual work programme : in practice (1/2)
 Actions defined under thematic priorities set in the basic act
•
increasing awareness about the merits of EU agricultural products and
the high standards applicable to the production methods in the EU;
•
increasing the competitiveness and consumption of EU agricultural
products and certain food products and raise their profile both within
and outside the Union;
•
increasing awareness and recognition of Union quality schemes;
•
increasing the market share of EU agricultural products and certain food
products, with a specific focus on those markets in third countries with
the highest growth potential;
•
restoring normal market conditions in the event of a serious market
disturbance, loss of consumer confidence or other specific problems.
 Indicative amounts dedicated by actions
26
Annual work programme : in practice (2/2)
Adoption annually
through an
implementing act
Year (n-1)
Collection of inputs :
• Trade data
• Sectorial inputs
Year n
Draft annual
work
programme
27
Opinion of
Committee
for CMO