Communications campaign to spread message about CAP
The ‘Taking Care of our Roots’ campaign will be implemented across member states in 2013 and 2014, to show citizens the “importance of agriculture in our daily lives”. EU research on the main target groups showed that most urban young people feel disconnected from rural life and agriculture, although their roots are often there.
EU Agriculture and Rural Development Commissioner Dacian Ciolos said: “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. 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.”
