Allocate dedicated funding and economic incentives to encourage economic actors across the food supply chain to make organic pollinator-friendly products more accessible and affordable. These products should have the same price or lower as products from conventional agriculture. Businesses play a key role in transforming the agricultural and food system, financial mechanisms should support the promotion and distribution of products coming from organic farming or from practices that respect pollinators. 

This should include measures across the whole supply chain:

• Reducing transport costs for these products, including by lowering certain taxes and encouraging more local sourcing and distribution.

• Encouraging supermarkets through economic incentives to promote pollinator-friendly and organic products more visibly in stores.

• Creating dedicated funds to help ensure that these products are not more expensive than products that are harmful to pollinators.

• Supporting consumer demand through fiscal measures, such as reducing or removing VAT on organic or pollinator-friendly products, or through other tax reductions depending on national tax systems.

The European Union and Member States should create the financial mechanisms, fiscal incentives and regulatory frameworks to support these changes. Supermarkets, food companies and other actors in the food supply chain should implement these measures by prioritising and promoting pollinator-friendly products, while consumers are encouraged to support these products through their purchasing choices.