THE QUALITY OF EUROPEAN ORGANIC OLIVE OIL AND WINE

ECCEAMERICA is a three-year program of 4,457,786.15 euros finalized to strengthen the competitiveness of the agricultural sector of the European Union, in line with the objectives of Art. 2 of Reg. EU n. 2014/1144 and with the theme “AGRIP-MULTI-2023-TC- ORGANIC OR SUSTAINABLE”.
The expected final impact will specifically concern the following objectives:
1. Increase in knowledge and notoriety (awareness) of European extra virgin olive oil and its characteristics to United States of America and Canada.
2. The increase in EU organic extra virgin olive oil exports and EU organic wine to United States of America and Canada.
3. Strengthen knowledge and recognition of the Union's quality systems, encouraging people to perceive the differences and guarantees offered by organically produced products.
The program is aimed at an audience of consumers between the ages of 25 and 65 and operators in the marketing, distribution and catering. The messages of the Program will be addressed to a consumption target that is already culturally high and socially predisposed to learn information on the health benefits of a diet in which extra virgin olive oil is used
The approach of the UNAPROL and CAP program towards the target points to the use of "internet oriented" communication through tools such as the web, social media and advertising with banner ads in the context of contextual advertising and remarketing systems, two forms widely used today. Furthermore, it will aim at a direct approach towards opinion leaders and makers, communication operators, stakeholders in the distribution sector and the HoReCa sector.
In summary, the Program initiatives concern the following work packages:
- project coordination
- public relations activities and realization
- creation and management of a dedicated website
- creation of profiles and communication on US and Canadian social media- implementation of digital initiatives dedicated to the sustainability of the organic production