Eccellenze dell'olivicoltura europea in Asia

EcceAsia is a 3-year-programme whose aim is to a) increase the awareness of the merits of the EU products and the high standards of EU production methods, and b) to increase the market share of EU products in Japan and Taiwan, promoting the EU olive oil. The strategy to achieve these objectives is based on a mix of activities, targeted to consumers, key opinion leaders, and distribution players, that combines: i) traditional and innovative communication channels, ii) tasting days that allow a direct contact between consumers and EU products, iii) direct communication initiatives targeted to stakeholders and operators. This strategy has been designed to be able to have an effect on both sides, the demand and the supply: the consumers are invited to increase their preference for EU products and suppliers to make available EU products on their shelves.To stimulate both of them, a better knowledge of the EU products is fundamental. The EU olive oil sector provides a wide range of specificities that allows to illustrate the merits of the EU agricultural products that become the themes of the message of the Programme. These are quality and safety of EU products, thanks to the EU standards of production and rules on traceability and labelling; EU measures to fight counterfeits; EU quality schemes; but also, the protected EU biodiversity that guarantees a wide range of different olive by-products, with several organoleptic features that allow a varied use of these products in the kitchen. The Programme estimates at the end of the implementation period a ROI of 1,33 and a 70% of consumers that have increased their knowledge about the EU products.