For rational decision-making, national and EU policy-makers need reliable, information indicating the best ways to achieve optimal societal benefits and realise the economic potential of the cultivation and use of non-food crops. In spite of extensive EU supported RTD activity over two decades few new crops are grown and only a limited number of products are marketed. To reach the European agricultural, industrial and market potential requires an integrated analysis of technical and non-technical barriers facing non-food applications so that further RTD effort is not wasted, but is focused on those areas with a high possibility of success, with social, economic and environmental benefits and contributing to mitigation of greenhouse gases. This will be achieved through a full analysis of the growing knowledge-base in this area by a consortium of 12 Partners and an Advisory Group of 45 experts from the EU, US and beyond, with representatives in universities, research institutes, international and governmental agencies, SMEs and large multinational companies. The integrated multidisciplinary analysis will review scientific and technical challenges in the context of societal expectations and economic, environmental, legislative and regulatory parameters. It will result in recommendations of key activities (Flagship Programmes) that are most likely to result in development of products/ applications that can be developed from agriculture and forestry and provide tangible societal benefit by 2020. EPOBIO will also define good practice for communication (based on the advice of experts, stakeholders and policy-makers in Workshops) and disseminate this via the media and a dedicated website, to increase public awareness and understanding of this potential as well as providing guidance for national funding agencies and policy-makers to ensure that the potential beneficial impact of plant-based resources on the consumer and the economy of the EU can be turned into actual impact.