The quality Certification of European OLive growIng in BRazIl

COLIBRI is a 3-year, 1.87€ million program aimed, consistently with the objectives of the Art. 2 of the Reg. 1144/2014 and in line with the Priority 2, Topic 5 of the Work Program 2020, to increase:  a) the awareness of the merits of the EU products and the high standards of EU production methods,  and  b) the market share of EU products in Brazil, promoting the EU fruits and vegetables. The purpose of the program is to increase the competitiveness and consumption of European Union olive oil and table olives in Brazil, with a special focus on the extra virgin and table olives categories, through a strategy based on a mix of activities combining: 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.  The action will be addressed to the following three target groups: a. Supply chain intermediaries  b. Consumers  c. Opinion-makers: mass media professionals, restaurateurs and food operators. The strategy is based on the implementation of the following main activities in Brazil: • Press office and public relations • Web marketing through: web site and social media • On-line advertising • Communication tools • Participation in exhibitions • Cooking shows • Information and promotion in-store (large retail sector) and in restaurants. This strategy has been designed to have an effect both on the demand and on the supply side: consumers are invited to increase their preference for EU products, and suppliers to make EU products available on their shelves. To stimulate both of them, a better knowledge of EU Olive Oil and Table Olives as specialties representing the value of EU’s agricultural production is fundamental.