`Olive Council Launches Campaign in Australia - Olive Oil Times
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Olive Council Launches Campaign in Australia

By Paolo DeAndreis
Jan. 9, 2023 19:58 UTC

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.

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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.

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