Information and Promotion of EU olive oil in China and Taiwan

The purpose of the programme is to increase the competitiveness and consumption of European Union olive oil, with a special focus on the extra-virgin category, in China and Taiwan.The programme will be implemented by means of actions focusing on achieving two main objectives in the targeted markets: 1. To increase awareness of the merits of EU olive oil and of the high standards applicable to its production methods.2. To increase the competitiveness and consumption of EU olive oil outside the EU market.The main objectives will be reached through three specific actions:1. To enhance the knowledge of Chinese and Taiwanese markets dynamics related to olive oil consumption, through the analysis of the behavioural dynamics of the main supply chain stakeholders: importers, retailers, HORECA operators and consumers.2. To increase the knowledge of opinion-makers and marketing intermediaries concerning olive oil characteristics, in terms of production methods, sensory and nutritional characteristics, as well as culinary uses.3. To increase consumers’ willingness to purchase, through the improvement of product knowledge in terms of its sensory and nutritional characteristics and culinary uses. The action will be addressed to the following three target groups:a. Marketing intermediaries, retailers and importersb. Consumers between the age of 25 and 55c. Opinion-makers: mass media professionals, restaurateurs and nutritionists.The strategy is based on the implementation of the following main activities in the targeted countries:• Market survey for the definition of communication strategy• Press office and public relations• Construction of a web site, social media and App• On-line advertising• Communication tools• Participation in exhibitions• Information and promotion in the HORECA channel and cooking schools• In-store information and promotion• Incoming of operators