`Popular Television Series Will Pitch Olive Oil to Kids in Spain - Olive Oil Times

Popular Television Series Will Pitch Olive Oil to Kids in Spain

May. 16, 2011
Julie Butler

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A new sea­son of pop­u­lar kids’ TV series Lazy Town will plump olive oil as part of its over­all empha­sis on exer­cise and healthy eat­ing.

Pedro Barato, pres­i­dent of the pro­mo­tional body Interprofesional del Aceite de Oliva, announced the €800,000 ($1.12m) cam­paign at Expoliva in Jaén on Friday. He said It would tar­get young chil­dren because we need to edu­cate them about the Mediterranean Diet. They will be the future ambas­sadors and advo­cates of olive oil in Spain.”

The ini­tia­tive is a joint one between Barato’s orga­ni­za­tion and the Mediterranean Diet Foundation and will see the diet — and olive oil as one of its key ele­ments – cham­pi­oned as part of child nutri­tion infor­ma­tion in 13 new episodes of the show due to screen in Spain this fall. Barato said the rel­e­vant seg­ments would also be acces­si­ble world­wide via the inter­net.

And across the bor­der, in south­ern France, the Interprofessional together with other enti­ties has launched a new phase of the European Olive Oil Program with shop­ping cen­ter cook­ing events and com­pe­ti­tions under the umbrella slo­gan Everything is bet­ter with olive oil. Even you.”

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Meanwhile, with Spain’s olive oil indus­try steeped in a pric­ing cri­sis, munic­i­pal elec­tions to be held coun­try-wide next Sunday (May 22) and a gen­eral elec­tion due next March, Expoliva attracted politi­cians of var­i­ous hues among its more than 46,000 vis­i­tors.

On Friday, it was the turn of Javier Arenas, pres­i­dent of Spain’s main oppo­si­tion party, the Popular Party, in Andalusia. Arenas said the region’s olive oil sec­tor – esti­mated to have amassed debt of €1.5 bil­lion ($2.1b) in the last three years — needed some spe­cial care. He joined calls for the European Commission to pro­vide pri­vate stor­age aid for Spanish olive oil until prices improve and for the highly frag­mented pro­duc­tion side of the indus­try to unify.

Arenas also said it was absolutely essen­tial” that an Andalusian Laboratory of Agri-Food Analysis be set up as a first step towards the cre­ation of an Institute for the Mediterranean Diet.

Expoliva closed on Saturday hav­ing had an esti­mated €31 mil­lion ($43.7m) flow-on impact on Jaén’s econ­omy over the four-day event. According to Jaén Fairs pres­i­dent Luis Carlos García, a sur­vey of atten­dees found that 72% had made pur­chases of at least €4,000 ($5,644) at Expoliva.



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