UNAPROL – the Italian Olive Oil Consortium, in collaboration with CAP – the Portuguese Farmers’ Confederation, have once again succeeded in initiating an ambitious three-year program to promote European Extra Virgin Olive Oil in the Japanese and Taiwanese markets.

The main objective of the program is to continue to instill in consumers the awareness that European Extra Virgin Olive Oil is a high quality, safe and guaranteed product, a symbol of a healthy and sustainable lifestyle guaranteed by the PDO and PGI quality marks. Thanks to the active participation of the entire production chain, from growers to millers, European extra virgin olive oil is obtained using methods geared toward environmental and ethical sustainability, guaranteeing a product that is traced at every stage of production through to sale.

The program aims to engage both consumers and those involved in marketing, distribution and catering. The messages, however, are aimed at a public that, thanks to the previous initiative, is more aware and therefore inclined toward the pursuit of excellence, eager to discover the qualitative and sensory nuances of the product.
In addition to emphasizing the health benefits and pleasure of a diet enriched with European extra virgin olive oil, the program aspires to convey a deep sense of appreciation for the culture and tradition that surround this extraordinary food and make it unique. All while also integrating elements of European Green Deal and Farm to Fork policies, along with the traditions and history of Mediterranean peoples.

Starting in the second quarter of 2024, activities planned for both countries involved include a series of integrated communication initiatives, ranging from public relations and social media marketing to the creation of effective communication tools for the local market. There will be no shortage of innovative, star-studded recipe proposals highlighting Extra Virgin Olive Oil as the main ingredient and not simply a condiment.
An important novelty: each recipe will be accompanied by a specific Extra Virgin Olive Oil PDO or PGI, carefully selected by Unaprol experts. Each individual pairing will allow the distinctive olfactory notes of the oil to integrate harmoniously with the other ingredients, creating an explosion of unforgettable flavors and tastes.

In addition, seminars with hotel institutes, promotions and tastings dedicated to the final consumer at major outlets and restaurants are planned.
The organization of events such as the “Sustainability Online Event,” during which chefs, producers, agronomists and nutritionists will discuss the topic of sustainability, will complete the program, helping to further spread the knowledge and appreciation of European Extra Virgin Olive Oil while taking into account its environmental and economic impact.