A national campaign to promote olive oil sponsored by the Interprofesional del Aceite de Oliva Español with support from Spain’s Ministry of Agriculture, Food and Environment and the European Union, has had some success in its first year, the Madrid-based organization.
Since the program was announced just over a year ago, it is estimated that over one hundred million consumers have been reached through a series of promotional activities, which have received positive responses from consumers in periodic polls.
The organization says it reached 35 million viewers via television appearances on a cooking program hosted by Karlos Arguiñano, plus an additional 20 million through advertising spots and 1.3 million through the channel Canal Cocina. Another 24 million were reached through written press media.
The campaign also took the streets, setting up olive oil tasting stands in tourism hotspots like Madrid, Sevilla, Santander, Zaragoza, Barcelona and Alicante. Through this activity an estimated 585,000 people had the chance to sample the main single-varietal oils — Arbequina, Cornicabra, Hojiblanca, and Picual — as well as receive olive oil information and cooking tips. Another 2.1 million were reached via tourist buses in the aforementioned cities.
Education was an important focus this year, and the organization led workshops in culinary and hospitality schools throughout Spain. Chef Juan Pozuelo, who serves as the campaign’s “ambassador of olive oil,” was instrumental in organizing the participation of 442 restaurants in the Olive Oil Flavors and Aromas Tour (Ruta de los Aromas y Sabores de los Aceites de Oliva). The campaign involved the medical community with an informative lunch that featured cardiologists and other medical professionals who spoke on the health benefits of olive oil.
Related Articles
Jun. 25, 2024
Spanish Households Purchase More Sunflower Oil Than Olive Oil for the First Time
Falling olive oil sales are linked to reduced production and elevated prices, whereas sunflower oil has become more affordable during the same timeframe.
Jan. 16, 2024
Spain Set to Eliminate Value-Added Tax on Olive Oil Sales
The tax cut is part of wider efforts to address the rising cost of living. The measure would eliminate VAT on olive oil until June 30th.
Dec. 2, 2024
Labor Shortage Cripples Spanish Olive Harvest
Table olive producers are struggling with a shortage of workers, which is compounded by concerns about increasing foreign competition and the possibility of higher tariffs.
Dec. 16, 2024
Spain Bets on Comedy to Boost Olive Oil Sales
In a new national comedy tour, stand-up stars will be promoting extra virgin olive oil in major cities across Spain.
Jul. 29, 2024
Researchers Introduce AI Tool to Help Olive Farmers Predict Harvest Timing
Using machine learning to analyze a range of data points from model farms, researchers were able to predict the timing of the olive harvest with 90 percent accuracy.
Sep. 5, 2024
Spanish Producers, Policy Makers Explore Strategies for Success in Chinese Market
From an emphasis on quality and terroir to smaller packaging formats, Spanish olive oil sector stakeholders identified several strategies to increase olive oil consumption in China.
May. 10, 2024
Andalusian Officials Withdraw Sea of Olives Candidacy for UNESCO Recognition
The move came after 8,500 olive growers signed a petition protesting the candidacy. However, some are hopeful the decision will be overturned.
May. 23, 2024
Historic Flooding in Southern Brazil Spares Groves, Mills
Producers are struggling in the aftermath of the worst flooding in Rio Grande do Sul’s history. While mills and groves were largely spared, sales have been severely impacted.