A national campaign to promote olive oil sponsored by the Interprofesional del Aceite de Oliva Español with support from Spain’s Ministry of Agriculture, Food and Environment and the European Union, has had some success in its first year, the Madrid-based organization.
Since the program was announced just over a year ago, it is estimated that over one hundred million consumers have been reached through a series of promotional activities, which have received positive responses from consumers in periodic polls.
The organization says it reached 35 million viewers via television appearances on a cooking program hosted by Karlos Arguiñano, plus an additional 20 million through advertising spots and 1.3 million through the channel Canal Cocina. Another 24 million were reached through written press media.
The campaign also took the streets, setting up olive oil tasting stands in tourism hotspots like Madrid, Sevilla, Santander, Zaragoza, Barcelona and Alicante. Through this activity an estimated 585,000 people had the chance to sample the main single-varietal oils — Arbequina, Cornicabra, Hojiblanca, and Picual — as well as receive olive oil information and cooking tips. Another 2.1 million were reached via tourist buses in the aforementioned cities.
Education was an important focus this year, and the organization led workshops in culinary and hospitality schools throughout Spain. Chef Juan Pozuelo, who serves as the campaign’s “ambassador of olive oil,” was instrumental in organizing the participation of 442 restaurants in the Olive Oil Flavors and Aromas Tour (Ruta de los Aromas y Sabores de los Aceites de Oliva). The campaign involved the medical community with an informative lunch that featured cardiologists and other medical professionals who spoke on the health benefits of olive oil.