If euro rates are below dollar rates, euros bought forward cost more dollars than euros bought spot. The euro is said to trade at a forward premium. The relationship is mechanical, driven by interest-rate-parity, not by any view about the future.
Corporate hedgers care because the premium is the visible price of certainty. A hedge that locks in a worse rate than spot is not evidence of a bad decision; it is the carry cost of the currency pair.
Example: spot EUR/USD 1.0840, one-year outright 1.0634, a discount of 206 pips or 1.9%. Buying euros forward is 1.9% cheaper than spot, which reflects euro rates being about 2% below dollar rates.
Related: forward-points, interest-rate-parity, fx-forward