E.U. launches CAP campaign

by World Grain Staff
Share This:

BRUSSELS, BELGIUM — The European Commission launched on Oct. 14 a communication campaign aimed at raising awareness of the importance of agriculture and the role that the Common Agricultural Policy (CAP) plays in supporting it.

Under the new CAP's signature "Taking care of our roots", the campaign will be progressively rolled-out over the period 2013-14 in all the E.U. member States, with events, audio-visual material and on-line publications.

The campaign has been prepared following qualitative research of the main target groups, which showed that most urban young population feel disconnected from rural life and agriculture, though their roots are often there.

The first display of the visual identity of the campaign took place in Brussels, Belgium, on Sept. 22, around a "Citizens Dialogue" event hosted by the European Commissioner for Agriculture and Rural Development Dacian Cioloş at the annual "Farm in the City" event called Bruxelles-Champêtre.

"This campaign is an opportunity to highlight how present the fruits of farmers' work are in our everyday life. Behind the food we eat, the clothes we wear, the countryside we enjoy, there is often the hard work of a farmer,” Cioloș said. “Following the political negotiations on CAP reform, we hope to show how this truly European policy will continue playing a major role in the future, not only in providing food, but also in maintaining our natural resources and preserving a vibrant rural life – and that it makes sense to reward farmers for these broader benefits they provide for society."

On June 26, the European Parliament, the E.U. Council of Ministers and the European Commission reached a political agreement on reforming the Common Agricultural Policy (CAP), completed on some specific points by a further political agreement reached on Sept. 24.

Designed to be greener, fairer and more efficient, the reformed CAP aims to reinforce the partnership between Europe and its farmers for the benefit of more than 500 million E.U. consumers.