TO WHICH AUDIENCES CAMPAIGN TARGETS:
The campaign CAP for Sustainable Growth: Mission Possible aims to achieve a set of objectives defined according to needs to the three main stakeholder groups in the Bulgarian-Romania cross-border region regarding the CAP:
1) General public and especially youth in the urban areas;
2) Farmers and agricultural entrepreneurs/ managers;
3) Policy-makers at the local and regional level, including in regulating institutions, that are involved in the implementation of the national agriculture plans pertaining to CAP issues.
WHAT ARE THE CAMPAIGN OBJECTIVES:
The objectives of the information measure are linked to the target groups as defined above:
(i) to redefine the public debate in Bulgaria by drawing attention to the important social functions that the CAP confers on farmers;
(ii) to raise awareness and to communicate of the key messages of CAP regarding sustainability of agriculture;
(iii) to facilitate a rapid and sustainable shift towards a sectoral policy that links agriculture to sustainable development and the provision of public goods such as environmental conservation and food security.
WHAT IS THE CAMPAIGN SCOPE:
Specifics of the Cross-border region Bulgaria-Romania
The Romania-Bulgaria cross border area is characterised by an exceptional biological diversity and by valuable natural and cultural landscapes, which are subject to a variety of pressures and usage conflicts (e.g. from industry, intensive agriculture, climate change, transport as well as mismanaged tourism flows) /Ibid., p. 16/.
The 393,200 ha of the Romanian area include 78.21% of agricultural lands, 10.77% of forests and other forest lands, and 4.02% of waters and lakes. The Bulgarian area main specificity is its unique river network (20 major tributary streams of the Danube) which belongs to the Black Sea drainage area and irrigates agricultural lands that represent 52% of all arable lands in Bulgaria and more than 20% of its vineyard fields /Operational Programme Of The Romania-Bulgaria Cross Border Area 2014-2020, p.10/.
The economic structure of the region is traditionally dominated by agriculture which is a predominant employer. The specialization is mainly based on cereals, vegetables, grapes and fruit prodction, complemented by the animal sector. The predominant small household farms have a low labour productivity; therefore the competitiveness of basic products on food markets is low and marked by lack of investments in modern equipment and machinery /Romania-Bulgaria Cross-Border Cooperation Program 2007-2013, p.16/. Much of the cultivated land has been developed for large-scale agriculture with huge areas under intensive arable cropping and irrigation /Ibid/.
The Bulgaria-Romania cross-border Region abounds in NATURA 2000 protected sites. Yet river and water pollution caused by agriculture causеs serious damage to biodiversity.
At the same time the growing market for organic food (especially in the large regional cities (Varna and Ruse in Bulgaria, Constanta and Craiova in Romania, as well as in the Black Sea tourism industry) give new development opportunities for the agricultural sector.
The area’s main problems regarding agriculture are /Ibid/:
· Traditionally oriented uncompetitive agricultural activities;
· Low level of technological development;
· Frequent occurrence of floods;
· Poor management of natural resources, biodiversity and nature protection;
· High migration of workers.
In spite of the problems, there is a good potential for growth in the area, due to /Ibid/:
· A fertile, well-watered soil, good for agriculture (potential for eco products);
· Diverse natural resources;
· Developed network of universities and research institution in areas related to agricultural studies;
· Low cost, skilled labour force, with good basic education;
· Multicultural traditions and ethnical diversity;
· Cultural heritage in villages (potential for eco-tourism).