The International Olive Council (IOC) has called for ten­ders for the 2012/​13 phases of its pro­mo­tions in Brazil and China, both of which are to empha­size olive oil’s health ben­e­fits and qual­ity.

The focus in China will be on increas­ing con­sump­tion of olive oil, while that for Brazil will pro­mote table olives too.

Campaign aims: pro­mote health ben­e­fits, jus­tify price

The Chinese cam­paign is to high­light olive oil’s many health ben­e­fits, par­tic­u­larly for car­dio­vas­cu­lar dis­ease, age­ing and dia­betes, accord­ing to the ten­der spec­i­fi­ca­tions posted on the IOC web­site on Friday (May 18).

It is to be be made clear that olive oil can be used in both cold and hot dishes and to flavour not only Mediterranean but every­day Chinese cui­sine.

“Moreover, the gen­eral mes­sage based on these dis­tinc­tive fea­tures should be aimed at jus­ti­fy­ing the price of the prod­uct.”

“The rel­a­tively high thresh­olds of pro­duc­tion costs make the com­pet­i­tive­ness of olive oil reliant on qual­ity more than on price.”

Furthermore, “the cam­paign should high­light the role of the IOC as a qual­ity cer­ti­fier and under­line the sig­nif­i­cant progress achieved on qual­ity in all the pro­duc­ing coun­tries,” the doc­u­ment says.

The cam­paign in Brazil, mean­while, will have sim­i­lar aims, also pro­mot­ing health ben­e­fits and the adapt­abil­ity of both olive oil and table olives to Brazilian cui­sine.

Among the objec­tives are to pro­mote “olive oil’s value for money within the edi­ble oils sec­tor” and “table olives as a unique and very healthy snack — easy to eat, fun to eat.”

Budgets and dead­lines

The bud­get for the China cam­paign is €591,200 for 2012 and €600,000 for 2013, and that for Brazil is €600,000 for 2012 (€400,000 – 450,000 for olive oil and €150,000 – 200,000 for table olives) and €600,000 for 2013 (€400,000 – 450,000 for olive oil and €150,000 – 200,000 for table olives). The 2013 fig­ures are sub­ject to later con­fir­ma­tion by the IOC.

Both ten­ders cover the period up to the end of 31 December 2013 and bids must be received by the IOC by this June 22.

The mar­ket in China and Brazil

According to the IOC’s April newslet­ter, olive oil and olive pomace oil imports into China have leaped up 375 per­cent since 2006/​07 to reach 33,227 tons last year.

And accord­ing to its March newslet­ter, Brazil notched its all-time high for olive oil and olive pomace oil imports in 2010/​11, top­ping 65,000 tons and up 21 per­cent on the sea­son before – mak­ing 78 per­cent growth in five years. Imports of table olives for October-January increased by 22 per­cent in Brazil

World olive oil imports totalled 652,000 tons in 2009/​10, of which the US took 40 per­cent , Brazil 8 per­cent, Canada and Japan 6 per­cent each, and China and Russia 3 per­cent each.

Among IOC non-mem­ber coun­tries, con­sump­tion growth this year is expected to total 8.5 per­cent, dri­ven by the USA, China, Brazil and Canada.



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