The executive director of the International Olive Council told the Olive Oil Times this week that his agency plans to spend 1.2 million euros ($1.7 million) to promote olive oil use in the United States and Canada, building on what the latest IOC market report calls its “proven success” in the world’s biggest market.
Olive oil consumption in the US rose by 15 percent, according to the report, for the five year period through 2009. From 2010 through 2013, consumption is expected to climb another 10 percent. The IOC report includes a graph indicating a sharp increase in olive oil use that coincided with the beginning of the promotional activities by what was then called the International Olive Oil Council. Other factors that might have led to the trend were not examined in the summary. Meanwhile, consumption of all vegetable oils during the same period was only up about 4 percent (PDF).
The IOC will publish in the coming weeks a call for tenders, or request for proposals, for the promotional campaign which the agency wants to launch during the National Association for the Specialty Food Trade’s Fancy Food Show to be held in Washington this Summer. Promotional initiatives are expected to focus on the retail level where the agency’s research has indicated it is easier to influence buying decisions.
Other findings in the IOC market summary for March included data supporting the well-known American preference for Italian olive oil, which accounted for more than half of US imports in the most recent two years — more than double the imports from Spain, the world’s largest olive oil producer. Then again, during the same period investigations have shown olive oil shipments from various origins were routinely labeled as Italian, so whether or not Americans actually consumed more olive oil made in Italy than from others regions during the period would be hard to determine.
Click here to view the PDF.
Related Articles
Nov. 7, 2024
Meet the Retailers Working to Grow Oleotourism Sales After the Vacation Ends
Alicia and Vijay Shroff, co-owners of an olive oil specialty store, have launched a project to deepen the connection between oleotourism operators and visitors.
Sep. 5, 2024
Bringing Peloponnesian Flavors to American Kitchens
The producer behind Kosterina believes there is a place in the American kitchen for Koroneiki olive oil produced in its place of origin and traditionally cured Greek olives.
Oct. 17, 2024
Major Olive Oil Producer Loses $3M in Spate of Thefts
The CHO Group experienced warehouse thefts in Canada and the United States, with some stolen olive oil appearing at discounted prices.
Feb. 7, 2024
Acesur CEO Highlights Andalusia's Key Role in Sector's Future
Gonzalo Guillén believes production capacity is the limiting factor to increase olive oil consumption and Andalusia remains best positioned to expand the market.
Jul. 15, 2024
As Value of Tunisian Exports Soar, Packaged Olive Oil Struggles
Olive oil export revenues in the first seven months of the 2023/24 crop year nearly doubled in Tunisia, but many producers are not reaping all the benefits.
Jan. 16, 2024
IOC Leader Focuses on Expanding Cultivation, Fighting Climate Change
The International Olive Council director, Jaime Lillo, says the future of olive oil production lies beyond the Mediterranean.
Dec. 16, 2024
Europe and South American Countries Sign Controversial Free Trade Agreement
The Mercosur-European Union free trade deal still needs to be approved by individual countries and Europe and its parliament before coming into force.
Feb. 19, 2024
Quality Is Key in El Mistol’s Drive to Grow in Argentina, Expand Exports
The producer hopes the new government’s policy agenda and the company’s investments to expand production will improve profitability and grow the local consumer base.