`Olive Council Announces Australian Campaign - Olive Oil Times

Olive Council Announces Australian Campaign

By Costas Vasilopoulos
Feb. 17, 2022 09:55 UTC

The International Olive Council (IOC) has announced that it will ini­ti­ate a cam­paign to pro­mote olive oil in Australia.

The inter­gov­ern­men­tal group said the cam­paign will aspire to edu­cate Australians on aspects of olive oil pro­duc­tion and con­sump­tion, includ­ing the grades of olive oil, its ver­sa­til­ity and health ben­e­fits,

The pro­gram will also focus on pol­i­cy­mak­ers to assist them in under­stand­ing inter­na­tional olive oil trade stan­dards and the Australian posi­tion within the global indus­try.

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A sub­stan­tial cam­paign to edu­cate con­sumers on the taste, ver­sa­til­ity and health ben­e­fits of olive oil to ulti­mately increase con­sump­tion of olive oil in Australia is excel­lent news for our indus­try,” David Valmorbida, the pres­i­dent of the Australian Olive Oil Association (AOOA), said about the ini­tia­tive.

It’s about cre­at­ing bet­ter edu­ca­tion about the prod­uct and grow­ing the whole cat­e­gory of olive oil, not one spe­cific brand, ori­gin or type,” he added. Our mem­bers are excited because the cam­paign will ben­e­fit the entire mar­ket, from small pro­duc­ers to large olive oil play­ers.”

Other tar­get groups of the cam­paign will include olive oil pro­duc­ers and national agri­cul­tural asso­ci­a­tions, uni­ver­si­ties, sci­en­tists and food and gas­tron­omy jour­nal­ists, accord­ing to the IOC.

Australia is a rel­a­tively small but impor­tant player in the global olive oil indus­try — home to inno­v­a­tive, high-qual­ity pro­duc­ers who craft some of the world’s most awarded extra vir­gin olive oils.

In 2021, the coun­try enjoyed a record-break­ing har­vest with a yield of approx­i­mately 21,000 tons of olive oil, while Australian con­sumers exhib­ited a grow­ing appetite for the prod­uct with con­sump­tion esti­mated to reach 51,000 tons, the high­est ever.

The IOC has issued a call for ten­ders from pub­lic rela­tions com­pa­nies to imple­ment the pro­mo­tional activ­i­ties required for the cam­paign, with the allo­cated bud­get said to exceed €1 mil­lion.

Ten years ago, the IOC spon­sored a North American cam­paign titled Add Some Life” that indus­try stake­hold­ers said had lit­tle if any effect on the con­sump­tion tra­jec­tory dur­ing its run.

Despite a kick-off dur­ing New York’s Fashion Week, it was unclear if the $1.7‑million campaign’s strat­egy of reach­ing out to social media influ­encers proved effec­tive in build­ing broad aware­ness of olive oil and its ben­e­fits.

The cam­paign in Australia is sched­uled to launch in September and run for three years.


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