Promotion Activities in European Markets

Promotion Activities in European Markets

The objective of the awareness campaign “Extra Virgin Olive Oil Flavours Life” promoted by the Italian olive producing consortium UNAPROL, co-financed by the EU and the Ministry of Agriculture, is to explain to consumers that  the extra virgin variety is no mere commodity, but that it has a beneficial impact on health. The target market for the initiative are countries in northern Europe, where there is need of clearer information after recent misunderstandings on EU norms for olive oil bottles in restaurants. The project will last for three years, covering a potential base of some 7.5 million people in Belgium, Holland and Denmark (not to mention Italy). The plan is to increase market penetration where olive oil is often erroneously considered on par with lesser oils.