` Valencian Company Wins IOC Contract to Promote Olive Oil in Brazil

S. America

Valencian Company Wins Contract to Promote Olive Oil in Brazil

Nov. 19, 2012
By Julie Butler

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Grupo AGR Pres­i­dent Mateo Blay

The 2012/13 cam­paign to pro­mote olive oil and table olives in Brazil, the world’s fifth most pop­u­lous coun­try, will be run by the Grupo AGR Comu­ni­cación from Valen­cia, Spain, the Inter­na­tional Olive Coun­cil (IOC) has announced.

It chose the agro food adver­tis­ing and mar­ket­ing com­pany from a field of six ten­ders to han­dle the pro­posed €1.2 mil­lion cam­paign which has aims includ­ing the pro­mo­tion of the health ben­e­fits of olive oil and table olives and their adapt­abil­ity to Brazil­ian cui­sine.

Olive oil imports into Brazil — among the world’s top four olive oil mar­kets — are fore­cast to reach 100,000 tons by 2015.

Accord­ing to the IOC’s Octo­ber mar­ket newslet­ter, they are cur­rently up 14 per­cent on last year for the 11 months to August.

News awaited on China and elas­tic­ity of demand con­tracts


Mean­while, the IOC has yet to pub­lish a deci­sion on the con­tract award for the 2012/13 phase of its pro­mo­tions in China.

And the ten­der period has only recently closed for an inter­na­tional study of the elas­tic­ity of demand for olive oil.

For the lat­ter, the IOC wants to pro­cure the ser­vices of a con­sul­tancy firm, uni­ver­sity or research cen­tre to deliver new, empir­i­cal, tried-and-tested data on the vari­ables influ­enc­ing olive oil con­sump­tion and con­sump­tion behav­iour, demand elas­tic­ity and mar­ket seg­men­ta­tion.”

It also seeks rec­om­men­da­tions on how to boost demand and on poten­tial pric­ing poli­cies.

IOC meet­ings this month

Among key meet­ings tak­ing place this month at the IOC head­quar­ters in Madrid is the 100th ses­sion of the IOC Coun­cil of Mem­bers, sched­uled for Novem­ber 19 – 23, fol­lowed by a meet­ing on olive oil label­ing on the 29th.

Meet­ings of the sig­na­to­ries to the qual­ity con­trol agree­ment and of the IOC Advi­sory Com­mit­tee on Olive Oil and Table Olives were held last week.

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