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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