UNAPROL, with CAP, has developed a three-year information and promotion programme for European olive oil to be implemented in Japan and Taiwan in order to maintain and possibly increase market and consumption shares. The aim is to instil in consumers the awareness that European extra virgin olive oil is a high quality product, safe and guaranteed, an emblem of a correct and healthy lifestyle, professionally obtained by the entire production chain, from growers to millers, in compliance with methods increasingly aimed at environmental and ethical sustainability, a product traced at every stage of production up to its sale. The programme is aimed at a broad audience of consumers between 25 and 65 years of age and at operators in the marketing, distribution and catering sectors. The Programme’s messages will be addressed to a consumer target that is already culturally high and particularly predisposed to in-depth information on the product’s qualitative and organoleptic characteristics, as well as information on the health and hedonistic benefits of a diet in which European extra virgin olive oil is present. This is also a cultural operation in which the aim is to explain the physical characteristics of extra virgin olive oil in terms of quality, taste, organoleptic diversity, passing through a path in which both the European Green Deal and Farm to Fork policies and the traditions and history of the Mediterranean populations are strongly present.