Olive Council Announces Australian Campaign

By Costas Vasilopoulos

Feb. 17, 2022 09:55 UTC

The International Olive Council (IOC) has announced that it will initiate a campaign to promote olive oil in Australia.

The intergovernmental group said the campaign will aspire to educate Australians on aspects of olive oil production and consumption, including the grades of olive oil, its versatility and health benefits,

The program will also focus on policymakers to assist them in understanding international olive oil trade standards and the Australian position within the global industry.

“A substantial campaign to educate consumers on the taste, versatility and health benefits of olive oil to ultimately increase consumption of olive oil in Australia is excellent news for our industry,” David Valmorbida, the president of the Australian Olive Oil Association (AOOA), said about the initiative.

“It’s about creating better education about the product and growing the whole category of olive oil, not one specific brand, origin or type,” he added. “Our members are excited because the campaign will benefit the entire market, from small producers to large olive oil players.”

Other target groups of the campaign will include olive oil producers and national agricultural associations, universities, scientists and food and gastronomy journalists, according to the IOC.

Australia is a relatively small but important player in the global olive oil industry — home to innovative, high-quality producers who craft some of the world’s most awarded extra virgin olive oils.

In 2021, the country enjoyed a record-breaking harvest with a yield of approximately 21,000 tons of olive oil, while Australian consumers exhibited a growing appetite for the product with consumption estimated to reach 51,000 tons, the highest ever.

The IOC has issued a call for tenders from public relations companies to implement the promotional activities required for the campaign, with the allocated budget said to exceed €1 million.

Ten years ago, the IOC sponsored a North American campaign titled “Add Some Life” that industry stakeholders said had little if any effect on the consumption trajectory during its run.

Despite a kick-off during New York’s Fashion Week, it was unclear if the $1.7‑million campaign’s strategy of reaching out to social media influencers proved effective in building broad awareness of olive oil and its benefits.

The campaign in Australia is scheduled to launch in September and run for three years.

Olive Council Announces Australian Campaign

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