A new campaign presented in Sydney by the International Olive Council (IOC) is directed at boosting Australian olive oil consumption and consumer awareness. It also aims at reinforcing IOC ties with the country’s olive industry.
Long anticipated by IOC, the “Olive oil Taste-Live-Share better” campaign will unfold throughout the next three years. Its title refers to olive oil’s unique taste and flavors and its role in preventing cardiovascular disease, diabetes, Alzheimer’s and more.See Also:Health News
Australia is an olive oil-producing country that has not yet joined the IOC. Thus, the IOC has designed the campaign to reach consumers and teach the local olive oil industry the intergovernmental group’s standards and how to implement them.
Through direct action and local partners, the IOC intends to organize events and promotional opportunities throughout the country. IOC leaders specified that the Australian campaign is part of a worldwide effort to promote olive oil awareness and the crucial significance of producing and testing standards.
Among the many activities involved in the Australian campaign, theoretical and practical courses will raise olive oil consumer awareness, explore industry opportunities and improve tasting abilities.
The intergovernmental group is recognized by the United Nations and will interact with Australian policymakers and associations.
As reported in a press note, the IOC will also involve “universities and specialised institutions, opinion leaders/influencers (doctors, scientists, health and beauty journalists, food and gastronomy journalists, writers, famous personalities, chefs, bloggers, etc.), decision-makers (retail and food services), chefs and cookery schools.”
The three-year campaign will culminate in an olive oil week organized in partnership with renowned local culinary institutions.
According to the IOC’s figures, Australian olive oil consumption has remained stable for the last five years. In the 2022/2023 campaign, the country is expected to consume 52.5 thousand tons of olive oil. Olive oil production in the country is expected to reach 24 thousand tons by the end of the 2022/2023 season.
The IOC Australian campaign was delayed because of the pandemic emergency. Last December, commenting on the initiative planned by the IOC, Australian Olive Oil Association president David Valmorbida saluted the campaign.
“Our members are excited because the campaign will benefit the entire market, from small producers to large olive oil players. 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 said at the time.
Australia is home to some of the best olive oils in the world. At the 2022 New York International Olive Oil Competition, over a dozen extra virgin olive oils produced in Australia obtained Gold and Silver awards.
“The AOOA is pleased to see an increase in the number of locally-produced oils entered in the competition and being recognized internationally,” Jan Jacklin, AOOA general manager, told Olive Oil Times last June.