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07/06/2013

Olive oil travels the world

Over the next three years, the Interprofesional del Aceite de Oliva Español will implement two promotional programs co-financed by the European Union. Brussels recently selected 22 promotional projects to be included as part of its current campaign to raise awareness about the quality of European food products.

The Interprofesional was the only organization to receive EU funding for two initiatives as part of this campaign. The first initiative, which aims to promote olive oil consumption and culture in Spain, will be an extension of the program implemented from 2009 to 2012, which was also co-financed by the European Union and the Spanish government.

The second program is more innovative. For the first time, the Interprofesional has undertaken a project to promote olive oil in non-EU countries. The targets will be India and Indonesia, two emerging markets with notable growth potential. Olive oil imports have expanded in India and Indonesia by more than 300% and by 200%, respectively, in the last four years.

Both programs respond to sector priorities identified by Interprofesional, opening new markets with scope for strong growth in the coming years while remaining focused on a priority market such as Spain, where there is still a need to increase the public's knowledge about olive oil, its virtues, and its use in cooking.

Both programs will be implemented in 2013 and last for three years. The European Union will bear 50% of the cost, the Interprofesional del Aceite de Oliva Español will cover 45%, and Spain's Ministry of Agriculture, Food and the Environment will pay for 5%.

The Interprofesional has extensive experience in managing European promotional programs. From 2009 to 2012, it implemented the largest co-financed project to date, with a budget of 16.5 million euros, for actions in Spain, France, the UK, Belgium and the Netherlands.

Next fall, the association will undertake the largest promotional program ever rolled out in Spain.

A common strategy has been designed for markets with considerable growth potential, such as Germany, Japan, China, Russia, the UK, France, Brazil, Mexico and Australia. The Interprofesional will also focus on emerging markets such as India and Indonesia, with the support of the EU and the Spanish government. The goal is to replicate the success achieved in China, the world's fifth-largest market and also the one with the greatest growth, where olive oil means one thing: Aceites de Oliva de España. These new projects aim in large part to establish a new, more modern image for the Aceites de Oliva de España brand.

 

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