EU OLIVE OIL: QUALITY AND SUSTAINABILITY ON YOUR TABLE

The level of olive oil exports to the US has seen a positive compound annual growth rate over the past 8 years of 3.02% which represents a significant opportunity for EU producers to strengthen the trend. Italy is the first exporting country of extra virgin olive oil to the US and the second in the case of olive oil (the first being Spain). The Programme represents an opportunity for a further relaunch focusing in particular on the quality, geographic indications of origin (the PGI production of the Proposing Organisation) and the organic versions of the promoted products. The EU does not currently have specific trade agreements with the US regarding olive oil and there is a moderate tariff on the promoted products which is common for all non-US exporting countries. The US imports olive oil and extra virgin olive oil for a total value of EUR 1.26 billion, of which 73.2% from the EU. Strengthened by the association between the promoted products and internationally recognized culinary traditions, the assurance of consumer safety, quality, traceability and the correspondence with the trends of the target market towards a health-conscious diet and ethical consumption, the objective of this proposal is to increase the market share of the US imports of EU olive oil and extra virgin olive oil, emphasizing their quality, origin, taste, sustainability, versatility and ease of use for cooking. The campaign strategy will be tailored to the different groups identified in the target market. Considering the current consumption in the US market (1.2 kg per capita), and the awareness and knowledge of the promoted products, activities will be concentrated on distribution professionals, purchasing managers, the HoReCa channel, and opinion leaders (press events, trade fairs, educational tours, study visits), as well as consumers, with a particular focus on different categories (25-64 years old) through the website, social media, point-of-sale (POS) advertising and promotions.