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Fresh fruit and vegetables

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Processed fruit and vegetables

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Fibre flax

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Live plants and products of ornamental horticulture

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Olive oil and table olives

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Seed oils

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Milk and milk products

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Fresh, chilled or frozen meat, produced in accordance with a Community or a national quality scheme

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Labelling of eggs for human consumption

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Honey and beekeeping products

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Quality wines psr, table wines with a geographical indication

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Graphic symbol for the outermost regions as laid down in agricultural legislation

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Protected designation/s of origin (PDO), protected geographical indication/s (PGI) or traditional speciality/ies guaranteed (TSG) in accordance with Council Regulations (EEC) No 2081/92 (1) or (EEC) No 2082/92 (2) and products registered under these schemes

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Organic farming in accordance with Council Regulation (EEC) No 2092/91 (3) and products registered according to that Regulation.

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When programmes are proposed by more than one Member State they should have coordinated strategies, actions and messages.

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Programmes should preferably be multi-annual and with a sufficient scope to have a significant impact on the targeted markets. Where appropriate, they should be operated on the markets of more than one Member State.

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The messages of the programmes should provide objective information about the intrinsic characteristics and/or nutritional value of the products as part of a balanced diet, about their production methods or environment-friendliness.

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Programmes should have central messages which are of interest to the consumers, professionals and/or the trade of several Member States.

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Young households under 35

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School-age children, adolescents and their parents

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Mass caterers and school canteens

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Doctors and nutritionists.

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To promote a ‘five-a-day’ type approach (recommendation to eat at least five servings of fruit and/or vegetables per day)

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The products are natural and fresh

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Quality (safety, nutritional value and taste, production methods, environmental protection, link with the product's origin)

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Enjoyment

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Balanced diet

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Variety and seasonal nature of the supply of fresh products; information on their flavours and uses

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Traceability

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Accessibility and ease of preparation: many fresh fruit and vegetables require no cooking.

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Electronic channels (Internet sites presenting available products, with online games for children)

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Telephone help lines

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PR contacts with the media and advertising (e.g. specialised journalists, women's press, youth magazines and papers)

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Contacts with doctors and nutritionists

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Educational measures targeting children and adolescents by mobilising teachers and school canteen managers

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Point-of-sales information actions to consumers

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Other channels (leaflets and brochures with information on the products and recipes, children's games, etc.)

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Visual media (cinema, specialised TV channels)

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Radio spots

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Participation in trade fairs.

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Households

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Mass caterers and school canteens

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Doctors and nutritionists.

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Quality (safety, nutritional value and taste, preparation methods)

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Ease of use

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Enjoyment

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Variety of supply and availability throughout the year

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Balanced diet

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Traceability.

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Electronic (Internet sites)

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Telephone help lines

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PR contacts with the media and advertising (e.g. specialised journalists, women's press, culinary and trade press)

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Demonstrations at points of sale

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Contacts with doctors and nutritionists

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Other channels (leaflets and brochures featuring products and recipes)

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Visual media

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Participation in trade fairs.

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To develop the image and reputation of Community flax and to capitalise on its distinctive qualities

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To increase consumption of this product

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To inform consumers about the characteristics of new products placed on the market.

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Leading professionals in the sector (stylists, designers, makers, editors)

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Distributors

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Textiles, fashion and interior design education circles (teachers and students)

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Opinion leaders

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Consumers.

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The quality of the product comes from the conditions in which the raw material is produced, the use of suitable varieties and the know-how brought to bear all along the production chain

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Community flax offers a wide range of products (clothing, decoration, household linen) and a wealth of creativity and innovation.

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Electronic channels (Internet sites)

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Trade shows and fairs

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Information measures targeting users downstream (designers, makers, distributors, editors)

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Information at points of sale

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Relations with the specialist press

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Educational information measures in fashion colleges, textile engineering courses, etc.

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To increase the consumption of flowers and plants of Community origin

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To encourage practices which benefit the environment and increase knowledge about environmentally-friendly production methods

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To strengthen the partnership between professionals from several Member States, allowing, among other things, the most advanced knowledge in the sector to be shared, and to better inform all participants in the production chain.

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Producers, nurseries, distributors and other operators of the sector

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Students and schoolchildren

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Opinion multipliers: journalists, teachers

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Consumers

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Information on the quality and varieties of Community products

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Environmentally-friendly production methods

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Techniques aiming for more durable products

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An optimum mix of varieties of plants and flowers

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The role of plants and flowers in well-being and quality of life.

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Media contacts

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Fairs and exhibitions: stands representing products of several Member States

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Training measures for professionals, consumers and students

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Actions for sharing knowledge about greater product durability

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Consumer information measures through the press, and also through initiatives such as catalogue publishing, gardener's calendars and possibly ‘plant of the month’ campaigns.

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Increased use of electronic media (Internet, CD-ROM, etc.)

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As a priority: to increase consumption in the ‘new consumer’ Member States by increasing market penetration and to intensify use by diversifying the use of these products and by providing necessary information

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To consolidate and develop consumption in the ‘traditional consumer’ Member States by improving information to consumers about less known aspects and getting young people into the habit of buying the products.

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Persons responsible for purchases: in the case of ‘traditional consumer’ Member States mainly those between 20 and 40 years of age.

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Opinion leaders (food critics, chefs, restaurants, journalists) and general and specialised press (gastronomy, women's, various lifestyle magazines)

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Medical and paramedical press

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Distributors (in the ‘new consumer’ Member States).

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The gastronomic qualities and organoleptic characteristics of virgin olive oil (flavour, colour, taste) have nuances connected with the varieties, areas, harvests, PDOs/PGIs etc. This diversity offers a wide range of culinary sensations and possibilities

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The different categories of olive oil

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Olive oil, due to its nutritional qualities, is a major element in a healthy and balanced diet: it succeeds in combining culinary pleasures with the requirements of a balanced and healthy diet

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Information on the rules concerning control, certification of quality and of labelling of olive oils

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Information on all olive oils and/or table olives registered as PDOs/PGIs throughout the Community

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Table olives constitute a healthy and natural product, adapted both for a user-friendly consumption and for the preparation of elaborate dishes

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Varietal characteristics of table olives

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Olive oil, and in particular the extra virgin category, is a natural product, resulting from tradition and ancient know-how, which is appropriate for a modern cooking style emphasising flavour; it can easily be associated with both Mediterranean cuisine and with any contemporary cooking

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Advice concerning use in cooking

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The advantages of purchase of bottled olive oil (with labelling containing useful information to the consumer)

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Modernisation of the image of a product with a long history and a major cultural dimension.

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Internet and other electronic means (e.g. CD-ROM, DVDs)

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Promotion at points of sale (tasting, recipes, information)

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Press relations and public relations (events, participation in consumer fairs etc.)

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Publicity (or publicity editorials) in the press (general, women's, gastronomy, lifestyle)

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Joint actions with the medical and paramedical profession (medical public relations)

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Audio-visual media (TV and radio)

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Participation in trade fairs.

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To improve awareness of the characteristics of rapeseed oil and its recent evolution

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To increase consumption by informing consumers and the medical and paramedical professions about the use and nutritional value of rapeseed oil.

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Households, in particular persons responsible for purchases

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Opinion leaders (journalists, chefs, medical and nutritional professions)

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Distributors

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Medical and paramedical press

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Agro-food industry.

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The nutritional value of rapeseed oil makes it an important part of a balanced and healthy diet

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The beneficial fatty acids composition of rapeseed oil

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Advice for use in cooking

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Information on the evolution of the product and its varieties.

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Promotion at points of sale (tasting, recipes, information)

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Publicity (or publicity editorials) in the press (general, women's, gastronomy, lifestyle)

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Public relations (events, participation in food fairs)

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Joint actions taken with the medical and paramedical profession

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Joint actions with restaurants, the catering business and chefs

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The Internet.

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different uses of sunflower oil, its characteristics and nutritional value,

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legislation and standards governing quality rules on labelling.

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Households, in particular persons responsible for purchases

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Opinion leaders (journalists, chefs, medical and nutritional professions)

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Distributors

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Agro-food industry

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benefits of the appropriate use of sunflower oil. For example, sunflower oil produced from oil-type sunflower seeds has a higher vitamin E content than other vegetable oils. Sunflower oil is well known for its light taste and frying performance,

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legislation and standards governing the quality of sunflower oil,

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fatty acids composition and nutritional value of sunflower oil,

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results of scientific research and technical development of sunflower oil and other vegetable oils.

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Distribution of information materials at points of sale (POS and to the trade)

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Publicity (or publicity editorials) in the press (general, women's, gastronomy, lifestyle)

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Public relations (events, participation in food fairs)

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The Internet

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To increase liquid milk consumption in markets where potential for growth exists and to maintain consumption levels in saturated markets

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To increase the consumption of milk products in general

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To encourage consumption of milk and milk products by young people as future adult consumers.

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children and adolescents, especially girls aged 8 to 13

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women of different age groups

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elderly people.

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Milk and milk products are healthy and natural, suited to modern living and enjoyable

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Milk and milk products have specific nutritional value beneficial in particular for certain age groups

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Messages must be positive and take account of the specific nature of consumption on the different markets

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There is a large variety of milk products suitable for different consumers in different consumption situations.

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Low-fat choices of milk and milk products are available and may be more appropriate for certain consumers

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The continuity of the main messages must be ensured during the entire programme in order to convince consumers of the benefits of regular consumption of milk and milk products.

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Electronic channels

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Telephone help lines

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Contacts with the media and advertising (e.g. specialised journals, women's press, the youth press)

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Contacts with doctors and nutritionists

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Contacts with teachers and schools

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Other channels (leaflets and brochures, children's games, etc.)

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Demonstrations at points of sale

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Visual media (cinema, specialised TV channels)

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Radio spots

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Participation in exhibitions and fairs.

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Information campaigns are limited to products produced under the Community quality schemes (PDO/PGI/TSG and organic farming) and under quality schemes recognised by the Member States and fulfilling the criteria defined in Article 24b of Regulation 1257/1999. Without prejudice to Article 10(4) of this Regulation, information campaigns funded under this Regulation cannot be funded under Regulation (EC) No 1257/1999 as well.

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Their aim is to ensure objective and exhaustive information on the rules of Community and national quality schemes for meat products. They should inform consumers, opinion leaders and distributors of the product specifications and effective controls implied by these quality systems.

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Consumers and their associations

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Persons responsible for household purchases

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Institutions (restaurants, hospitals, schools etc.)

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Distributors and their associations

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Press and opinion leaders.

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Quality schemes guarantee a specific production method and controls which are stricter than those required by legislation

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Quality meat products have specific characteristics or a quality which is superior to usual commercial standards

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Community and national quality regimes are transparent and ensure complete traceability of products

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The labelling of meats allows the consumer to identify quality products, their origin and their characteristics.

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The Internet

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Public relations with the media and advertising (scientific and specialised press, women's and culinary journals, newspapers)

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Contacts with consumer associations

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Audio-visual media

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Written documents (leaflets, brochures, etc.)

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Information at points of sale.

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To inform the consumer of the new standards for marking eggs and fully explain the meaning of the code printed on eggs

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To provide information on egg-production systems by means of the code printed on eggs

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To provide information about existing traceability systems.

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Consumers and distributors

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Opinion leaders.

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To publicise and explain the new code printed on eggs in compliance with Commission Directive 2002/4/EC (3), and the characteristics of the different categories of eggs to which this code refers.

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The messages should not express preference for one production method over another and not include claims concerning the nutritional value and health impacts of the consumption of eggs. There should be no discrimination between eggs originating from different Member States.

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Electronic channel (website, etc.)

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Printed material (brochures, leaflets, etc.)

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Information at points of sale

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Advertising in the press and in food magazines, women's magazines etc.

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Relations with the media.

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Inform consumers about the diversity, organoleptic qualities and the conditions of production of Community beekeeping products

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Inform consumers about the qualities of non-filtered and non-pasteurised Community honeys

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Help consumers understand the labelling of Community honey and encourage producers to develop clear labelling

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Orient consumption of honey towards quality products by drawing attention to their traceability.

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Consumers, particularly those in the 20-40 age group

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Elderly people and children

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Opinion leaders.

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Information on the Community legislation on safety, hygiene in production, quality certification and labelling.

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Honey is a natural product based on tradition and established know-how, which has various uses in a modern kitchen

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The great diversity of honeys of different geographical and botanical origins and of different seasons

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Advice on use and nutritional value

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Safeguarding pollination is essential to the maintenance of biodiversity.

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Advertisements in the general and specialised press (gastronomy, lifestyle)

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Internet, cinema. and other audio-visual media (TV, radio)

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Points of sale

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Participation in exhibitions and fairs

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Public relations for the general public, organisation of events for actions in restaurants and the catering industry

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Information in colleges (presentations for teachers and students at hotel and catering colleges).

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To increase the consumption of Community wines

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To inform consumers about the variety, quality and production conditions of Community wines and the results of scientific studies.

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Distributors

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Consumers, excluding young people and adolescents referred to in Council Recommendation 2001/458/EC (5)

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Opinion leaders: journalists, gastronomic experts

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Educational establishments in the hotel and catering sector.

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Community legislation strictly regulates production, quality indications, labelling and marketing, so guaranteeing for consumers the quality and traceability of the wine on offer

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The attraction of being able to choose from a very wide selection of Community wines of different origins

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Information on Community wine cultivation and its links with regional and local conditions, customs and tastes.

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Information and public relations measures

—

Training for distributors and caterers

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Contacts with the specialised press

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Other channels (Internet site, leaflets and brochures) to guide consumers in their choice and to develop ideas for consumption at family events and festive occasions

—

Fairs and exhibitions: stands representing products of several Member States

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provide comprehensive information on the content, the operation and the Community nature of the schemes and, in particular, on their effects on the commercial value of the products with protected names which after registration benefit from the protection granted by these schemes,

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enhance knowledge of the Community logos for PDO/PGI and TSG products among consumers, distributors and food professionals,

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encourage producer/processor groups not yet taking part in these schemes to use the system by registering the names of products which satisfy the basic requirements for obtaining registration,

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encourage producers/processors in the regions concerned but not yet taking part in the schemes to participate in the production of the products bearing the registered names by conforming to the approved specifications and inspection requirements laid down for the various protected names,

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stimulate demand for the products concerned by informing consumers and distributors of the existence, significance and benefits of the schemes, as well as by informing them on the logos, the conditions under which designations are awarded, the relevant checks and controls, and the traceability system.

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Producers and processors

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Distributors (supermarkets, wholesalers, retailers, caterers, canteens, restaurants)

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Consumers and associations thereof

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Opinion multipliers.

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The products bearing the protected names have specific characteristics associated with their geographical origin; in the case of products with a PDO, the quality or characteristics of the products are essentially or exclusively linked to the particular geographical environment (with its inherent natural and human factors). In the case of products with a PGI, the products possess a specific quality or reputation which can be attributed to the geographical origin; the geographical link must occur in at least one of the stages of production, processing or preparation.

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The products with a TSG have specific characteristics associated with their particular traditional methods of production or with the use of traditional raw materials.

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The Community logos for PDO, PGI and TSG are symbols that are understood throughout the Community as designating products meeting specific conditions of production linked to their geographical origin or to their tradition and subject to regulation.

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Other quality aspects (safety, nutritional value, taste, traceability) of the products concerned.

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The presentation of some PDO, PGI or TSG products as examples for the potential of successful commercial enhancement of products whose names are registered under the protection schemes.

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These protection schemes support the Community's cultural heritage and support the diversity of agricultural production as well as the maintenance of the countryside.

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Electronic (Internet sites)

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PR contacts with the media (specialised, women's and culinary press)

—

Contacts with consumer associations

—

Point of sale information and demonstrations

—

Audio-visual media (inter alia focused TV spots)

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Written documents (leaflets, brochures, etc.)

—

Participation at trade fairs and shows

—

Information and training seminars/actions on the functioning of the Community schemes for PDOs, PGIs and TSGs.

—

To publicise the existence, meaning and benefits of the logo

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To encourage producers and processors in the regions concerned to use the logo

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To improve awareness of the logo among distributors and consumers.

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Local producers and processors

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Distributors and consumers

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Opinion multipliers.

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The product is typical and natural

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It originates in a Community region

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Quality (safety, nutritional value and taste, production method, link with origin)

—

The product's exotic nature

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Variety of the supply, including out of season

—

Traceability.

—

Electronic channels (Internet site, etc.)

—

Telephone help lines

—

PR contacts with the media (specialised, women's and culinary press)

—

Demonstrations at points of sale, fairs and shows, etc.

—

Contacts with doctors and nutritionists

—

Other channels (leaflets, brochures, recipes, etc.)

—

Audio-visual media

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Publicity in the specialised and local press.

—

encourage the consumption of organic farming products

—

enhance consumer awareness of the labelling, including the Community logo for organic products

—

provide comprehensive information and broaden awareness of the benefits of organic farming, in particular with regard to environment protection, animal welfare, maintenance of the countryside and rural development

—

provide comprehensive information on the content and the functioning of the Community rules on organic farming

—

encourage individual producers, processors and producer/processor/retailer groups not yet taking part in organic farming to convert to this production method; encourage retailers, retailer groups and restaurants to sell organic products.

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Consumers in general, consumer associations and specific subgroups of consumers

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Opinion multipliers

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Distributors (supermarkets, wholesalers, specialised retailers, caterers, canteens, restaurants), food processors

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Teachers and schools.

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Organic products are natural, suited to modern daily living and a pleasure to consume; they result from production methods that particularly respect the environment and animal welfare; organic farming supports the diversity of agricultural production as well as the maintenance of the countryside

—

The products are subject to stringent production and inspection rules, including full traceability to ensure that products originate from farms under an organic inspection system

—

Use of the words ‘organic’, ‘ecological’ and ‘biological’ and their equivalents in other languages with respect to food products is protected by law

—

The Community logo is the symbol for organic products which is understood throughout the Community and which indicates that the products meet strict Community production criteria and have undergone stringent checks. Information on the Community logo may be supplemented with information on the logos introduced in the Member States

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Other quality aspects (safety, nutritional value, taste) of the products concerned can be underlined

—

Electronic (Internet sites)

—

Telephone help lines

—

PR contacts with the media (specialised journalists, women's press, culinary press, food industry press)

—

Contacts with consumer associations

—

Information at points of sale

—

Actions in schools

—

Audio-visual media (i.e. focused TV spots)

—

Written documents (leaflets, brochures, etc.)

—

Participation at trade fairs and shows

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Information and training seminars/actions on the functioning of the Community regime for organic food and farming.