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The Warsaw Voice » Business » December 21, 2011
Business & Economy
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Promoting European Agriculture
December 21, 2011   
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A conference focusing on the promotion of European agriculture was held at the Radisson Hotel in Warsaw Nov. 29. It was organized by the Agricultural Market Agency (ARR) as part of Poland’s turn at the rotating presidency of the Council of the European Union. The European Commission’s Directorate-General for Agriculture and Rural Development helped finance the event.

The conference, entitled Promotion of European Agriculture: A New Approach, was part of the European Commission’s schedule of work on new regulations governing promotional and informational activities. As part of this agenda, a Green Paper was published in July 2011 on promotional and informational activities for agricultural products.

During the conference, Prof. Klaus-Dieter Borchardt, Director-General for Agriculture and Rural Development at the European Commission, outlined the new guidelines of the EU’s promotion policy in the context of the publication of the Green Paper, which focuses on promoting the European model of agricultural and food production. This model is based on tradition and the skills and innovativeness of producers.

In addition to Borchardt, key conference participants included Andrzej Butra, undersecretary of state at the Polish Ministry of Agriculture and Rural Development; Roman KuĽniar, international affairs advisor to the Polish president; Czesław Siekierski, member of the European Parliament’s Committee on Agriculture and Rural Development; and Mirosław Maliszewski, a deputy in the lower house of Poland’s parliament and chairman of the Association of Polish Fruit Growers. Also in attendance were officials from EU member states and candidate countries, and representatives from Polish and European professional organizations and institutions from EU countries dealing with food promotion.

The conference closed with concluding remarks by Borchardt and Władysław Łukasik, president of the Agricultural Market Agency. The latter called for the development of common European brands in response to a trend in which producer brands are being crowded out by retailer brands. It is also necessary to look for ways of supporting small and medium-sized enterprises with appropriate marketing activities now that the proportions of various forms of sales are changing, Łukasik said. Other priorities include strengthening cooperation and creating multi-country programs, Łukasik added. Moreover, it is worth launching multi-product campaigns, he said.

Borchardt said that of special importance is an increase in the number of what he called good promotional and informational programs submitted to the European commission. This can be achieved through training programs and support for professional organizations, he said.
Iwona Ciechan
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