Chapter II, Article 14 · Commission Implementing Regulation (EU) 2017/892

Contents

Article 14Promotion and communication measures#

1.Member States shall adopt provisions on the conditions to be fulfilled by promotion and communication measures, including actions and activities aimed at diversification and consolidation on the fruit and vegetable markets, whether those measures relate to crisis prevention or crisis management. Those provisions shall allow for the rapid application of the measures when required.The principal aim of those measures shall be enhancing the competitiveness of the products marketed by the producer organisations and their associations in the case of serious market disturbance, loss of consumer confidence or other related problems.The specific objectives of the promotion and communication measures implemented by the producer organisations and their associations shall be:

(a)increasing awareness about the quality of agricultural products produced in the Union and about the high quality standards applicable to their production in the Union;

(b)increasing the competitiveness and consumption of agricultural products and of certain processed products produced in the Union and raising awareness about their quality both inside and outside the Union;

(c)increasing awareness about Union quality schemes both inside and outside the Union;

(d)increasing the market share of agricultural products and certain processed products produced in the Union, focusing on the markets in third countries that have the highest growth potential; and

(e)contributing to the recovery of normal market conditions in the Union market in the event of serious market disturbance, loss of consumer confidence or other related problems.

2.Actions under promotion and communication measures shall be additional to any ongoing promotion and communication actions not related to crisis prevention and management being applied by the producer organisation concerned in their operational programme.