Freshfel Europe is appealing to the European Commission to ensure that the new EU Agri Promotion Policy is forward thinking and reflects future consumer and business needs on sustainability and health. Freshfel Europe submitted its response to the European Commission’s first round of stakeholder consultations for the revision of the EU Promotion Policy for agricultural products on the EU internal and third country markets. In its response Freshfel Europe argued that the new policy should actively support fruit and vegetable promotion and in doing so will better respond to current and changing societal and business needs regarding combatting environmental and health challenges.

The European Commission’s revision of the EU promotion policy for agricultural products has the potential to shape what Europeans consume and the availability and competitiveness of EU products on third country markets in the future. Currently at Inception Impact Assessment stage, on behalf of the EU fresh produce sector Freshfel Europe has submitted its first response to the European Commission on the EU Agri Promotion Policy revision. With recommendations for healthy and sustainable diets by the European Commission’s own strategies, including the European Green Deal and Farm to Fork Strategy, as well as from global and European health bodies, Freshfel Europe argued that increasing fresh fruit and vegetable consumption must be continued to be strongly supported in the new EU Promotion Policy.

Freshfel Europe advised that the fresh fruit and vegetable sector is best placed to serve future consumer and business needs on sustainability and health challenges and therefore must be strongly supported with well-focused promotion opportunities in the new policy. Freshfel General Delegate Philippe Binard commented, “Fruit and vegetables have the highest consumption recommendation and the lowest environmental impact production out of all food categories. The sector’s efforts throughout the supply chain must be supported in the new EU Promotion Policy to reach the bloc’s sustainability and health objectives”. Mr. Binard added that, “During the 2016-2020 policy period, the fresh produce sector conducted more than 70 influential promotion and information campaigns across the EU and globally worth more than €180 million. There is a strong desire from the sector to continue successful promotion activity and boost consumption to meet both consumer and policy demands for sustainable agriculture production and consumption into the future”.

Freshfel Europe is actively participating in the consultation process and the Association’s consultation response is available via the European Commission’s ‘Have your say’ portal here.



Note to the Editors: Freshfel Europe is the European Fresh Produce Association, representing the interests of the fresh fruit and vegetables supply chain in Europe and beyond. Freshfel Europe currently has over 200 members, including both companies and associations. For more information, contact the association at or visit the association website 






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