to increase the competitiveness and consumption of European Fresh vegetables and to raise their profile highlighting the specific features of food safety, traceability, authenticity, labeling, nutritional and health aspects value and sustainability in the target countries to increase the market share of European Fresh vegetables in the three markets.

Quality
EU legislation sets strict criteria guaranteeing the standards of all European products. Key figures on European quality policy are the Common Organization of Markets for agricultural products, the determination of common legislative frameworks of all the EU Member States to define together the specifications, the operating framework and the inspection regime, which ensure that the spec¬ifications are common to the whole European market. Cultivation and produc¬tion methods meet international and European quality and safety standards.

Food safety
Food safety is a top priority for Europe. The main objective of the European Commission’s food safety policy is to ensure a high level of protection of human health and consumer interests relating to food, taking also into account the diversity and the effective functioning of the internal market. Strict EU rules were tightened in 2000 to ensure that European food is extremely safe EU’s integrated approach aims to ensure a high level of food safety, animal health and welfare and plant health in the European Union by taking consistent measures from farm to consumption and proper surveillance.

EU authorities carefully evaluate risk and always seek the best possi¬ble scientific advice before prohibiting or allowing any product, ingre¬dient, additive or genetically modified organism This dissemination of knowledge will allow consumers to evaluate the EU products, to understand why so much emphasis on food safety is given and thus to lead them buy EU products rather than products imported from other coun¬tries.

Image / Appreciation of European products
The aim of the program is to enhance the positive image of European products, between target groups as defined, that have sufficient skills to receive and trans¬mit the program messages. The signature “Enjoy it’s from Europe” will be visible on all communication material produced as part of the communication basis of the action.

EU food and drink reflect our cultural diversity and rich lands. EU geographical indication schemes protect specific know how, authenticity and agro-environmental conditions.

The European Green Deal sets out how to make Europe the first climate-neutral continent by 2050. It maps a new, sustainable and inclusive growth strategy to boost the economy, improve people's health and quality of life, care for nature, and leave no one behind.

From Farm to Fork Strategy

The Farm  to  Fork  Strategy  is  at  the  heart  of  the  Green  Deal, aiming to make food systems fair, healthy and environmentally-friendly.It addresses comprehensively the challenges of  sustainable food systems and recognizes the inextricable links between healthy people, healthy societies and a healthy planet. The strategy is also central to the Commission’s agenda to achieve the United Nations’ Sustainable Development Goals (SDGs). All citizens and operators across value chains, in the EU and elsewhere, should benefit from a just transition, especially in the aftermath of the COVID-19 pandemic and the economic downturn. A shift to a sustainable food system can bring environmental, health and social benefits, offer economic gains and ensure that the recovery from the crisis puts us onto a sustainable path. Ensuring a sustainable livelihood for primary producers, who still lag behind in terms of income, is essential for the success of the recovery and the transition.

 People’s diets

The transition to sustainable food systems is also a huge economic opportunity. Citizens’ expectations are evolving and driving significant change in the food market. This is an opportunity for farmers, fishers and aquaculture producers, as well as food processors and food services. This transition will allow them to make sustainability their trademark and to guarantee the future of the EU food chain before their competitors outside the EU do so. The transition to sustainability presents a ‘first mover’ opportunity for all actors in the EU food chain.

It is clear that the transition will not happen without a shift in people’s  diets.  Yet,  in  the  EU,  33  million  people  cannot  afford a quality meal every second day and food assistance is essential  for  part  of  the  population  in  many  Member  States.  The challenge of food insecurity and affordability risks growing during an economic downturn so it is essential to take action to  change  consumption  patterns  and  curb  food  waste.  While  about 20% of the food produced is wasted, obesity is also rising. Over half of the adult population are now overweight, contributing  to  a  high  prevalence  of  diet-related  diseases  (including  various  types  of  cancer)  and  related  healthcare  costs.  Overall,  European  diets  are  not  in  line  with  national  dietary  recommendations,  and  the  ‘food  environment’    does  not  ensure  that  the  healthy  option  is  always the easiest one. If European diets were in line with dietary recommendations, the environmental footprint of food systems would be significantly reduced.