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MAGAZINE - Copa-Cogeca

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April 2012 │ 5<br />

Christian Jochum, Chairman of <strong>Copa</strong>-<strong>Cogeca</strong> Working Party on<br />

Promotion Policy broadly welcomed new EU Commission plans<br />

on future EU promotion policy of agricultural products, saying<br />

they include many of our demands, especially the urgent need for<br />

simplification of administrative procedures. But he highlighted<br />

the need for a good budget to fund an ambitious EU promotion<br />

policy.<br />

position is to make it possible to promote the origin of a product<br />

when it is not covered by EU legislation on quality policy and<br />

when it is a secondary message and Mr Jochum welcomed the<br />

fact that this has been included in the plans. Mr Jochum was also<br />

pleased to see that our demands on policy for branding and the<br />

need for it to be relaxed slightly to enable pragmatic solutions<br />

to be found in co-financed EU programmes are also included in<br />

plans. But Mr Jochum insisted that there must be a big boost in<br />

EU funds allocated to this policy as many of the problems in the<br />

past have been to a lack of funds.<br />

EU Agriculture Ministers have also adopted EU Council<br />

conclusions on the future of EU agriculture promotion policy,<br />

stressing that the EU needs a more ambitious promotion policy<br />

which <strong>Copa</strong>-<strong>Cogeca</strong> welcomes.<br />

<strong>Copa</strong>-<strong>Cogeca</strong> organised a Seminar “The Reform of European<br />

Promotion Policy for Agricultural Products: Moving towards a<br />

new EU promotion Policy for Agricultural Products” with the<br />

support of the EU food industry organisations FoodDrink Europe<br />

and Celcaa, in Brussels in March to debate the reform. It gathered<br />

together over 100<br />

stakeholders, leading<br />

politicians and experts<br />

to exchange ideas.<br />

Participants concluded<br />

that an ambitious<br />

promotion policy is<br />

needed, with a more<br />

targeted, strategic<br />

approach. Mr Jochum<br />

welcomed the debate, stressing it provided a good marketplace to<br />

exchange ideas early on in the legislative process.<br />

Chairman of <strong>Copa</strong>-<strong>Cogeca</strong> working party<br />

on promotion policy Mr Jochum Broadly<br />

welcomes new EU commission plans on<br />

future promotion policy and highlights need<br />

for good budget<br />

The move came as the<br />

Commission released its<br />

Communication, with<br />

legislative proposals<br />

expected at the end of the<br />

year. The Communication<br />

includes measures to<br />

simply administrative<br />

procedures – a key<br />

demand of <strong>Copa</strong>-<strong>Cogeca</strong> - as a big problem with the policy up<br />

to now has been down to the very complicated administrative<br />

procedures which has reduced the uptake of it. Although Mr<br />

Jochum welcomed the move, he insisted that we will now have to<br />

see the details of it and if it can work in practice as often things<br />

just end up becoming more complicated. Labelling rules also<br />

need to be simplified and made understandable for consumers at<br />

the same time as meeting EU consumer expectations, he said.<br />

In addition, the Communication highlights the need to tap into<br />

new export markets, such as India. <strong>Copa</strong>-<strong>Cogeca</strong> believes that<br />

its important to promote products on new emerging economy<br />

markets, such as India, where demand for meat is expected to<br />

grow substantially. But Mr Jochum stressed that the priority must<br />

still to be to target EU funds at promotion measures destined for<br />

the internal market as 85% of EU produce is sold on the domestic<br />

market. <strong>Copa</strong>-<strong>Cogeca</strong> is calling for promotional measures to<br />

be stepped up on both domestic and external markets. He also<br />

welcomed the Commission move to increase recognition of EU<br />

quality standards. Activities targeted at the internal market that<br />

focus on the EU’s unique selling points such as high quality<br />

produce are suggested. Another key point of <strong>Copa</strong>-<strong>Cogeca</strong>s’

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