# Boosting the attractiveness of agriculture and the connection between the farming community and society
EUACC page: https://www.euacc.ai/calls/HORIZON-CL6-2025-03-GOVERNANCE-03
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## Public content

**topic id:** HORIZON-CL6-2025-03-GOVERNANCE-03
**call id:** HORIZON-CL6-2025-03
**title:** Boosting the attractiveness of agriculture and the connection between the farming community and society
**programme:** Horizon Europe
**cluster:** CL6
**status:** closed
**deadline date:** 2025-09-24T00:00:00+00:00
**deadline model:** single-stage
**start date:** 2025-05-06T00:00:00+00:00
**url:** https://ec.europa.eu/info/funding-tenders/opportunities/portal/screen/opportunities/topic-details/HORIZON-CL6-2025-03-GOVERNANCE-03
**description:** Expected Outcome:In line with the objectives of the Vision for Agriculture and food and the common agricultural policy (CAP), to support generational renewal, to promote fair jobs and social inclusion for farmers, the successful proposal will support the impact of this Destination related to the development of innovative governance models by providing strong evidence-informed knowledge and analytical capacity to support the development and implementation of effective policies, in particular the CAP post 2027.
Project results are expected to contribute to all of the following expected outcomes:
• the perception of and the communication on agriculture as economic activity and profession are assessed and enhanced to boost the attractiveness of the sector for new entrants and young farmers and the connection between farming community and society is improved;
• knowledge on the socio-economic and other factors influencing the attractiveness of farming within the society, in particular among the young generation, is improved and disseminated to local, national and EU policymakers, business operators and other relevant actors;
• new strategies, solutions and practices to enhance the farming sector attractiveness are widely used by diverse actors, including farmers, businesses, policymakers, local or regional contracting authorities and society at large.
 Scope:With the current challenges of climate change, biodiversity loss, resource scarcity, new working patterns and consumers’ behaviour changes, there is the need for a more innovative, sustainable farming in the EU. However, the EU's farming sector is facing a steady decline of workforce in the last fifteen years, also depending on demographic challenges such as an ageing farming population. Thus, the need for attracting and supporting young and new farmers is critical. The motivations, commercial nature and business models for farming have changed due to the recent climate and environmental challenges and to the new opportunities offered by the technological and digital innovations, but at the same time, due to social and economic factors.
While it is a vital sector, farming still remains largely poorly understood by society, subject to many myths and misconceptions. To develop and implement effective policies and business strategies that enhance the attractiveness of the sector, it is essential to better understand how the perception of farming by society is determined by socio-economic and other factors (for example, but not limited to: income, labour conditions, land markets, use of sustainable practices, mental health, social wellbeing, social, economic and gender inequalities, generational renewal, etc…). Sound governance and policies creating an attractive environment, inclusive fair job conditions for farmers will enable the transition to more resilient and sustainable farming systems.
New interdisciplinary knowledge also stemming from disciplines such as social sciences and humanities is necessary to explore and better understand the ways in which agriculture is expressed and thought about, and its changing relationship with society. Activities under this topic should unlock the potential of cultural and creative industries to improve the communication about agriculture to society.
Proposals should:
• improve understanding of the socio-economic and other factors and conditions influencing attractiveness of farming as an economic activity and profession, and how farmers see and project themselves in the future of farming;
• examine the factors that influence the decision to become or to leave the profession of farm worker or farm owner in diverse regions across Europe, incorporating storytelling and narrative techniques;
• explore and analyse how farmers’ interactions vary within the farming community and with the broad society based on different factors (e.g. historical, sectorial, territorial, farm size, age, education, gender, etc) and how those factors influence their social and economic roles;
• explore and assess the perception of and communication on farming across society at large according to different societal actors (individuals or groups that play a significant role in shaping and influencing societal norms, values, and institutions) and economic actors (individuals, businesses, or organizations that participate in economic activities, such as production, consumption, and distribution of goods and services) across the EU with different perspectives (e.g. historical, sectorial, territorial, size, age, education, gender, etc);
• map existing agricultural education and training programmes across Europe and provide recommendations, based on the evidence collected, on how they can be designed to appeal to a diverse range of individuals;
• improve societal perception of farming through the mobilisation of and cooperation between cultural and creative industries (CCIs);
• map, assess, promote existing and propose new solutions, good practices, initiatives, approaches, that aim at improving the attractiveness of farming sector and the connection between the farming community and society, and widely disseminate to policymakers, farmers, businesses and other relevant actors.
 Proposals should support collaborative and interdisciplinary work. Thus, proposals should involve the effective contribution of Social Sciences and Humanities (SSH) disciplines, such as sociology, geography, demography, communication, behavioural science, anthropology or education. Proposals may involve digital media, traditional media, arts, marketing, cultural disciplines (and beyond) to contribute to improving attractiveness of the farming sector. Participatory foresight methods are encouraged.
**conditions:** General conditions
1. Admissibility Conditions: Proposal page limit and layout
described in Annex A and Annex E of the Horizon Europe Work Programme General Annexes.
Proposal page limits and layout: described in Part B of the Application Form available in the Submission System.

2. Eligible Countries
described in Annex B of the Work Programme General Annexes.
A number of non-EU/non-Associated Countries that are not automatically eligible for funding have made specific provisions for making funding available for their participants in Horizon Europe projects. See the information in the Horizon Europe Programme Guide.

3. Other Eligible Conditions
described in Annex B of the Work Programme General Annexes.

4. Financial and operational capacity and exclusion
described in Annex C of the Work Programme General Annexes.

5a. Evaluation and award: Award criteria, scoring and thresholds
are described in Annex D of the Work Programme General Annexes.

5b. Evaluation and award: Submission and evaluation processes
are described in Annex F of the Work Programme General Annexes and the Online Manual.

5c. Evaluation and award: Indicative timeline for evaluation and grant agreement
described in Annex F of the Work Programme General Annexes.

6. Legal and financial set-up of the grants
Eligible costs will take the form of a lump sum as defined in the Decision of 7 July 2021 authorising the use of lump sum contributions under the Horizon Europe Programme – the Framework Programme for Research and Innovation (2021-2027) – and in actions under the Research and Training Programme of the European Atomic Energy Community (2021-2025). [[This decision is available on the Funding and Tenders Portal, in the reference documents section for Horizon Europe, under ‘Simplified costs decisions’ or through this link: https://ec.europa.eu/info/funding-tenders/opportunities/docs/2021-2027/horizon/guidance/ls-decision_he_en.pdf]].

described in Annex G of the Work Programme General Annexes.

Specific conditions
 described in the [specific topic of the Work Programme]

Slides for applicants to get started with lump sums 

Application and evaluation forms and model grant agreement (MGA):
 Application form templates — the application form specific to this call is available in the Submission System
Standard application form (HE RIA, IA)

Evaluation form templates — will be used with the necessary adaptations 
Standard evaluation form (HE RIA, IA) 

Guidance
HE Programme Guide 
Model Grant Agreements (MGA)
Lump Sum MGA 

Call-specific instructions 
Detailed budget table (HE LS) 
Guidance: "Lump sums - what do I need to know?"

Additional documents:
 HE Main Work Programme 2023–2025 – 1. General Introduction
HE Main Work Programme 2023–2025 – 9. Food, Bioeconomy, Natural Resources, Agriculture and Environment
HE Main Work Programme 2023–2025 – 13. General Annexes
HE Programme Guide 
HE Framework Programme 2021/695 
HE Specific Programme Decision 2021/764 
EU Financial Regulation 2024/2509
Rules for Legal Entity Validation, LEAR Appointment and Financial Capacity Assessment 
EU Grants AGA — Annotated Model Grant Agreement 
Funding & Tenders Portal Online Manual 
Funding & Tenders Portal Terms and Conditions 
Funding & Tenders Portal Privacy Statement
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**keywords:** HORIZON-CL6-2025-03-GOVERNANCE-03, HORIZON-CL6-2025-03, (science) communication, Agricultural economics, Agriculture, Rural Development, Fisheries, Anthropology, ethnology, Arts (arts, history of arts, performing arts, music), Business governance, Business models, Common agricultural policy (CAP), Communication networks, media, information society, Creativity management, Cultural heritage - Culture, Cultural heritage, cultural memory, Cultural history, history of collective identities and memories, Cultural studies, cultural diversity, Design and applied arts - Culture, Dissemination of results, EU research policy /Research policies in the EU, Education, Education, general (including training, pedagogy, didactics), Education: systems and institutions, teaching and learning, Employability support, Employment policies, Environmental regulations and climate negotiations, Farm economics, Farm structures, Forest adaptation to climate change, Gender in in cultural and economic geography, Intangible cultural heritage, Labour market, Languages and Literature, Market research, Media and communications, Media and socio-cultural communication, Philosophy, Ethics and Religion, Policy expert, Political & Cultural, ethical and religious analysis, Political systems and institutions, governance, Social affairs, Social and economic geography, Social, economic, cultural and political history, Sociology, Sustainable development and climate action, Tangible cultural heritage, Visual arts - Culture, Visual arts, performing arts, design
**last synced at:** 2026-11-09T17:23:17.403+00:00

## Review record

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## Source metadata