Wikispanishfood editorial team
Aceites de Oliva de España, the Interprofesional del Aceite de Oliva Español's promotional brand, has reason to celebrate. According to data published by the US Department of Commerce and collected by GTIS, Spain was the top exporter of olive oils to the US in the first half of 2016, with 69,608 tons, i.e. 56.76% more than in the same period of 2015.
A total of 41.37% of all oils purchased in the US came from Spain. This leading position was made possible in large part due to the promotional campaigns rolled out by the Interprofesional del Aceite de Oliva Español since 2009, which have contributed in a very positive way to improving the image consumers have of Spanish olive oils.
In the US, Aceites de Oliva de España has landed in New York as part of the Born in Spain, Admired Around the World campaign, of which Rafael Nadal is the ambassador and which is being implemented in cooperation with the Ministry of Agriculture, Food and the Environment. Promotional actions include an ambitious media campaign using digital media, social media, BTL (Below The Line) and OHH (Out Of Home), including a spectacular ad with images from the campaign in Times Square on the digital screens on four buildings: Nasdaq, Reuters, Express and American Eagle.
One of the most important moments of the campaign occurred on August 25th, with the Taste of Tennis, a social event that combined gastronomy and tennis. Rafa Nadal and other professional tennis players attended, both past and current, as did the 20 best chefs in New York and other leaders in the world of sports, fashion, gastronomy and the media. The current Minister of Agriculture, Food and the Environment, Isabel García Tejerina, attended the event in New York to support Aceite de Oliva de España's international promotional campaign in Manhattan.
All of these actions were held in conjunction with the US Open in New York (held between August 29th and September 11th), one of the main sporting events in the US.