EU Olive oil from Portugal, Liquid Gold for Wellness

The Portuguese olive oil sector has experienced remarkable growth and transformation over the past decade, positioning itself as a strong candidate for expansion into new international markets. The Cooperativa Agrícola de Beja e Brinches, C.R.L. (CABB), a leading player in regional agriculture and innovation in olive farming in Portugal, is the proposing organization applying for co-financing to implement this campaign.
This promotional campaign aims to introduce and raise awareness of Portuguese olive oil, its sustainable production methods, and EU quality standards in China, Japan, and South Korea. Running for three years from January 2026 to December 2028, the campaign targets both F&B professionals and consumers—particularly the 20 to 60 age group, who are the most active in purchasing and consumption decisions within the premium food segment and predominantly live in major urban centers.
The communication strategy will follow an online-to-offline approach, combining digital advertising, KOLs, a dedicated website, social media interactive challenges, and physical experiences. Key activities include participation in trade fairs, masterclasses, “The Liquid Gold Experience” at a shopping mall, in-store retail promotions, and organized study trips to Portugal. These initiatives are designed to build familiarity and trust in Portuguese olive oil among Asian professionals and consumers.
The campaign’s ultimate objective is drive additional €5.76 million in EU olive oil sales across the target markets, educate at least 1,250 professionals about the EU’s production standards for olive oil, and increase consumer recognition of EU olive oil and its production methods by 10% by the end of the project.