The International Olive Council (IOC) has announced plans to launch its “Believe in Oil” campaign in Tokyo on July 2, 2015.
According to the latest IOC newsletter, the launch will include a series of events, starting with a press conference for Japanese media which will include a lecture on the health benefits of olive oil by Dr. Tsuneo Matsuike, a specialist in internal medicine and gastroenterology. This will be followed by an olive oil tasting and a lunch reception at the Happo-en restaurant in Tokyo. The event will conclude with a talk by a “celebrity olive oil ambassador” appointed for the campaign.
The IOC announcement did not mention budget figures for the new campaign.
A cooking show is also in the plans as part of the campaign featuring the chef Tamura, a third-generation chef at the Tokyo restaurant Tsukiji Tamura, with invitees including media and industry professionals as well as importers and representatives of the Japanese government, the IOC said.
The IOC campaign in Japan aims to promote olive oil and its health benefits while introducing new flavors for use in traditional Japanese cuisine. The initiative, the IOC said, is also an opportunity to promote the agency’s marketing standard and encourage its application in Japan.
According to the IOC newsletter, for the first six months of the 2014/2015 crop year imports of olive oil increased by 9 percent in Japan over the same period last year, with almost all of the gain happening in March. Japan is the second biggest non-EU importer of olive oil from Spain after the U.S., and the third biggest non-EU importer of Italian olive oil.
Last year, Japan consumed 51,000 tons of olive oil, according to IOC figures, or about 400 ml (13.5 oz) per person.
Related Articles
Oct. 17, 2023
Award-Winning Chilean Producer Eyes Lucrative Brazilian Market
Las Doscientos capitalizes on its reputation for quality and free trade advantage to expand its market share in Brazil.
Nov. 1, 2023
Olive Trees Can Help Beat Climate Change
At a three-day conference, the International Olive Council emphasized the role olive farming can play in efforts to reach global net zero emissions.
Sep. 14, 2023
Olive Oil Prices Soar on Drought and Poor Harvests, Impacting Consumers Worldwide
Olive oil prices are soaring due to drought and poor harvests in major producing countries with varying impacts in different regions.
Jun. 27, 2023
Jaime Lillo Appointed Olive Council Executive Director
As deputy director, Lillo has emphasized olive oil's role in promoting environmental and social sustainability.
Aug. 10, 2023
How an Experimental Farm in Japan Gave Rise to Award-Winning Olive Oil
What started as a land restoration project has transformed into an award-winning extra virgin olive oil-producing operation on the southern Japanese island of Kyushu.
Nov. 20, 2023
Finding Balance in a Changing Sector Yields Success for Portuguese Exporter
Quality serves as Est. Manuel Silva Torrado’s north star as the company navigates export markets and the country’s rapidly changing sector.
Jul. 26, 2023
Europe Confirms Steep Decline in Olive Oil Production
In the bloc’s latest short-term agricultural outlook report, E.U. experts said the poor harvest and low stocks will keep pressure on prices.
Oct. 12, 2023
Another Poor Harvest in Andalusia Predicted
Low output in the world’s largest olive oil-producing region will continue to push prices higher.