`4th 'Extrascape' to Focus on Innovation - Olive Oil Times

4th 'Extrascape' to Focus on Innovation

May. 14, 2015
Luciana Squadrilli

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On June 5 and 6 the small vil­lage of San Martino in Pensilis (in the Molise region) will host the 4th edi­tion of Extrascape, an inter­na­tional com­pe­ti­tion for the best extra vir­gin olive oil and olive grow­ing land­scape.

Extrascape was launched in 2012 and is pro­moted by the MolisExtra Association and the Municipality of San Martino in Pensilis with the patron­age of the pres­i­dent of the Molise Region and of the Department of Agriculture and Forestry of Molise Region. Besides reward­ing the best extra vir­gin olive oils, the event aims to reward the qual­ity of the related land­scape. Bearing in mind that those who tend the land and pro­duce extra vir­gin olive oil, and the land itself where the olive groves blos­som and grow, share the same, fun­da­men­tal impor­tance for the qual­ity of the pro­duce and for the safe­keep­ing and care of the ter­ri­tory.

While con­tin­u­ing a col­lab­o­ra­tion with the Research Landscape Unit of the Department of Architecture and Design of University La Sapienza” of Rome led by prof. Achille Ippolito, this year Extrascape will also focus on the impor­tance of inno­v­a­tive tools and strate­gies to pro­mote the cul­ture extra vir­gin olive oil.

The com­pe­ti­tion will fol­low the rules already estab­lished in pre­vi­ous edi­tions: the tast­ing panel will eval­u­ate the extra vir­gin olive oils on the base of the meth­ods of the International Olive Council, while the jury made up by University’s experts will judge the qual­ity of the land­scapes through pic­tures and other sub­mit­ted data.

The over­all score will yield the final win­ners for the tra­di­tional and inno­v­a­tive land­scapes as well as for the dif­fer­ent extra vir­gin cat­e­gories.

Due to the unlucky har­vest of 2014, this year the norms of the reg­u­la­tion were waived: the farms and com­pa­nies which were not able to pro­duce any oil will have the chance to enter in the land­scape sec­tion only.

But the main dif­fer­ence from the pre­vi­ous edi­tion will be in the con­fer­ence’s pro­gram that will unroll along­side the com­pe­ti­tion: while in the past years the grad­u­ate stu­dents of the inter­dis­ci­pli­nary Ph.D in Environment and Landscape Planning and Management pre­sented their projects about olive grow­ing land­scapes, this year the main focus of the con­fer­ence will be on inno­va­tion in mar­ket­ing and com­mu­ni­ca­tion. The two-day con­fer­ence will host talks by Italian and inter­na­tional experts.

On the first day, beside prof. Ippolito’s talk on how to man­age land­scapes, a Japanese taster Himeyo Nagatomo will talk about how Japanese con­sumers per­ceive Italian extra vir­gin olive oil qual­ity; Antonio Tombolini, CEO at Simplicissimus Book Farm, will draw a pos­si­ble future sce­nario for authen­tic food and the extra vir­gin olive oil mar­ket.

Technology will be another key point of dis­cus­sion: Vincenzo Nardelli, a young mar­ket­ing and web con­sul­tant, will explain how the web and the dig­i­tal tech­nolo­gies can help com­mu­ni­cate authen­tic extra vir­gin olive oil, while engi­neer Paolo Mario Cipriani — co-founder at OREV with Pietro Bozzelli — will intro­duce the OREV patent, a down­load­able app which is able to detect coun­ter­feited extra vir­gin olive oil through a microchip.

Differently from the QRCode, the OREV microchip can’t be repli­cated. This means every bot­tle will bear its unique and trace­able set of infor­ma­tion guar­an­tee­ing on the oils’ authen­tic­ity.
To demo the app capa­bil­i­ties, Extrascape will dis­play a model — super­mar­ket shelf of the future” — where vis­i­tors will be able to check the prod­ucts’ pro­file by sim­ply approach­ing the bot­tles with their mobile phones.

On the sec­ond day of the event there will be more talks ded­i­cated to olive oil’s pro­mo­tion and com­mu­ni­ca­tion coor­di­nated by Alberto Grimelli, direc­tor at Teatro Naturale, includ­ing Colomba Mongiello, vice pres­i­dent of the Parliamentary Anti-Counterfeiting Committee. The day will con­clude with the award cer­e­mony, but Extrascape will have a fol­low-up in Milan July 7 – 11, when it will be pre­sented at the Expo 2015 Best Practices week.

Francesco Travaglini, pres­i­dent of the MolisExtra asso­ci­a­tion and cre­ator of Extrascape, said, We want to find a new approach towards the con­sumer. The sec­ond day of the con­fer­ence, in par­tic­u­lar, will be aimed at this. We strongly believe that edu­cat­ing and inform­ing the con­sumer is a cru­cial step. Technology also is very impor­tant, and the OREV patent will help us a lot to dis­cuss the most rel­e­vant infor­ma­tion we need to give to peo­ple inter­ested in extra vir­gin olive oil.”



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