LA FILIERA DELL’OLIO DI QUALITA’ EUROPEO

QUALI-EU develops a three-year information & promotion project for European olive oil in USA, CANADA, & JAPAN, aiming to maintain & increase market share & consumption, instilling in consumers the awareness that European extra virgin olive oil (EVOO) is a high-quality, safe, & guaranteed product, emblematic of a correct & healthy lifestyle, produced with professionalism throughout the entire production chain, from growers to millers, respecting increasingly sustainable & ethical methods, & traced at every stage of production until it reaches the market. Targeting consumers aged 20 to 65 & professionals in marketing, distribution, & food service, the program emphasizes the product's sensory qualities, health benefits, and cultural significance. Messages are directed towards a consumer base already culturally inclined to delve into information about the qualitative and sensory characteristics of the product, information about the health & hedonistic benefits derived from a diet that includes European EVOO. It's also a cultural operation aimed at explaining the physical characteristics of EVOO in terms of quality, taste, & sensory diversity, through a journey strongly influenced by both European Green Deal & Farm to Fork policies & the traditions & history of Mediterranean populations.Leveraging internet-based communication via websites, social media, and banner ads, alongside direct engagement with opinion leaders and stakeholders, the project aims to raise awareness and foster a positive image of European EVOO. It includes initiatives such as guided tastings in retail locations, educational events, and promotional campaigns in restaurants and stores. In summary, the program encompasses project coordination, public relations, website management, social media communication, advertising, content creation, training events, and promotional activities within retail outlets, all aimed at enhancing the perception and consumption of European olive oil in target markets.