In 2026 there will be a record amount of EU funds to promote food Made in Europe

In 2026, the European Commission will allocate EUR 205 million to co-finance activities promoting sustainable, made-in-Europe agri-food products. A record sum, the highest budget ever dedicated to raising consumer awareness of European agricultural products and quality schemes. In a general context in which, on the one hand, barriers to exports are increasing, and on the other, competition from non-EU goods entering the Old Continent is growing, Brussels therefore wants to press the accelerator on the defence of the domestic production of the 27 Member States by promoting their consumption both in Europe and abroad.

Since 2016, more than 650 campaigns have been co-financed by the European Commission under the joint signature 'Enjoy, it's from Europe', enhancing the reputation of EU agri-food products within the Union and worldwide. In the details of the 2026 budget, up to 160 million euro will be disbursed in grants to co-finance programmes by producer groups and other agri-food trade bodies, with allocations of 70.3 million for promotion in third countries and 79.7 million for promotion within the European market.

Atthe centre of the promotion strategy for the New Year will be the launch of the 'Buy European Food' campaign, aimed at increasing the consumption of EU agri-food products. The new campaign - as explained by the President of the EU Commission, Ursula von der Leyen, in her State of the Union address - aims to promote European food and farming societies as a fundamental part of European society and lifestyle. The campaign will take place in all 27 EU Member States. Outside Europe, the programmes will target regions and countries with high growth potential for EU agri-food products: the UK, Japan, South Korea, China, Singapore and North America.

The work programme also includes a number of initiatives that will be managed directly by the European Commission for up to EUR 10 million. These activities include, for example, missions with business delegations to third countries and participation in major international trade fairs in the agri-food sector.

The funding allocation procedure will start on 22 January 2026, when the European Research Executive Agency (ERA) will launch two calls for proposals, one for so-called 'simple' programmes, with one or more organisations from the same EU country; one for 'multi' programmes, with at least two organisations from at least two Member States or one or more organisations at European level. An information day will then be held in Brussels (and online) on 27 and 28 January 2026.