Olive Oil Plan: €10 million to promote Italian olive oil, here’s how

There is a strong need to increase consumer awareness of the characteristics, especially organoleptic, of extra virgin olive oil (EVO), particularly the different Italian varieties, geographical origin, production methods, and quality certifications (DOP, IGP, organic). The Olive Oil Plan recognizes this and, in the draft presented to the supply chain table, recalls that oil is not just an ingredient, but a food with its own identity and above all a nutritional and health value, indicating in 10 million resources are needed for an adequate communication campaign.

In this sense, it is considered “fundamental bring new generations closer to the taste and quality of EVO oil. We propose the inclusion of training courses and experiential activities, both in schools and universities, in sports, etc., to promote knowledge and appreciation of oil from a young age.Nutrition education courses are planned for elementary and middle schools, as well as hotel management institutes, with educational modules also for sports federations and associations.

For an effective and targeted promotion, the Plan provides for: identify priority audiences (e.g. families, athletes, restaurant professionals), indicating key segments to target and building ad-hoc messages. Also important train catering workers (chefs, waiters, sommeliers), so that they become ambassadors of quality oil, capable of conveying its value to the end customer (e.g. the Oil Charter, etc.).

Attention also to the supermarkets, with the aim of strengthening the presence of quality oil on supermarket shelves, with a strong distinctiveness for local products, varietal oils, DOP/IGP oils, organic oils, etc., improving visibility, communication and information for consumers.

The sight is not lost international dimension, through the development of targeted country campaigns in foreign markets, integrating, also with the Regions, the actions already planned for the promotion of agri-food products.

The voice also plays an important role food and wine tourism and oil tourism: here the Plan indicates the objective ofto strengthen the link between oil and tourism, integrating olive oil tourism itineraries with regional and national tourism networks. The Regions emphasize the value of immersive experiences that combine olive oil, culture, and wellness, in line with European best practices (e.g., Andalusia).

Last but not least, communication must also be aimed at explain the price, from a sustainability and value perspective: here the Plan clarifies that it is necessary “clearly communicate that the price of Italian EVO oil is not a “cost,” but a “value,” the result of sustainable practices, respect for the environment, and certified quality.”

In order to strengthen the online presence of Italian extra virgin olive oil, a specific line of action dedicated to the digital communicationPlanned activities include: multilingual social media campaigns with food ambassadors and influencers; production of short videos and local storytelling; and creation of a digital hub for buyers and specialized journalists.

To this end, the Plan provides for financing two promotional campaignsa whirlpool bath, on the national market and a on third countriesi. The cost per campaign is estimated at 5 million euros, for a total financing of 10 million euros.

I expected resultsIncreased awareness of “Olio EVO Italiano” olive oil and its local specialties; increased tourist flows in olive growing districts and olive oil tourism itineraries; at least 2.500 students involved in educational activities; 500 trained restaurateurs joining the “Olio EVO Italiano in Tavola” network; a national digital olive oil tourism network, including the use of QR codes.