A fierce political battle is brewing in Brussels over the future of funding for European agri-food promotion. Italy, backed by a coalition of nine other member states, has mounted a sharp defense against the European Commission's proposal to slash the 2027 promotional budget. The disputed plan outlines a staggering 45% funding cut, dropping resources from €205 million down to €112 million, which critics warn will severely cripple the highly successful "Enjoy, it's from Europe" initiative.
The Commission's budget axe targets multinational "multi-programs" aimed at non-EU markets like the United States, Canada, Japan, and South Korea particularly hard. Funding for these campaigns would plummet by over 70%, from €18 million to just €5 million. For Rome, the timing of these cuts could not be worse. The agri-food sector remains a primary engine of the Italian economy, with "Made in Italy" food and beverage products currently hitting record-breaking export numbers worldwide.
The backlash has also found strong support within the European Parliament. Member of European Parliament Salvatore De Meo, the rapporteur for agri-food promotion policy, labeled the cuts a dangerous risk to European exports and called for an immediate compromise with the Commission. As budget negotiations heat up, Italy and its allies are demanding that funding remain at least at 2026 levels, arguing that promoting agricultural excellence is not a dispensable cost, but a vital strategic investment for growth, jobs, and global trade.