In a strongly worded letter this week, Freshfel Europe, the European fresh produce association, criticized the EU Commission's proposal to drastically reduce the budget for agricultural promotions.
The proposed cuts, amounting to €281.7 million, would halve the current funding and eliminate budgets for multi-programmes, a move Freshfel warns would severely undermine the competitiveness of the fresh produce sector, jeopardize environmental goals, and hinder marketing efforts.
Philippe Binard, General Delegate of Freshfel Europe, highlighted the disparity between the EU's proposed cuts and the substantial investments made by global competitors like the USA in promoting their agricultural exports. He emphasized the urgent need for a robust EU promotion policy to maintain the sector's competitive edge on the global stage.
One of the most significant casualties of the proposed cuts would be programmes and promotions aimed at encouraging healthier eating habits. Freshfel data reveals that the average EU citizen consumes only 340g of fresh fruits and vegetables daily, falling short of the World Health Organization's minimum recommendation of 400g. The Nordic Council advocates for doubling this figure to mitigate environmental impacts.
Freshfel also expressed grave concerns about the potential disappearance of multi-programme projects, which have seen a surge in applications in 2024, particularly those addressing food crises. Binard stressed the importance of adequate support for the fresh produce sector during times of geopolitical instability, economic uncertainty, and the growing need to promote the social and environmental benefits of fresh fruits and vegetables.
The association accused the Commission of demonstrating a lack of consistency, coherence, and ambition in aligning its proposal with the Green Deal strategy's emphasis on plant-based diets. It urged the Commission to reconsider the plan, emphasizing the long-term financial burden of unhealthy diets on healthcare systems.
Binard cited the World Economic Forum's estimate that €2 is required for every €1 spent on food to address the costs of an unhealthy diet, characterizing the budget redeployment as not only a poor management choice but also financially detrimental in the long run.
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