High Quality Extra Virgin promotion

The strategy focuses substantially on increasing awareness of the nutritional, sensory and health benefits of extra virgin olive oils of the highest quality, in order to increase the value perceived by the final consumer. The direct focus of the program will be the intermediary operators who educate the final consumer, in particular, restaurant managers and Ho.Re.Ca staff, importers, distributors, customer managers in gourmet stores, chefs and trainee chefs, doctors and nutritionists. The choice of Japan and the United States, emphasizes the importance of having a priority pool of potential consumers who have already introduced and/or become aware of olive oil and who have already had the opportunity to substitute other fats with olive oil, and through whom it may prove easier to promote more selected consumption habits, moving towards the higher classes of the highest quality products. The different targets will be achieved by different methods; for chefs and future chefs activities are envisaged at cooking schools and through events at restaurants; importers, distributors and customer managers will be reached through trade fairs and tastings held in stores, while nutritionists and doctors will be reached dedicated conventions and dinners. The information conveyed through PR activities and with use of modern digital communication systems, will be adapted to the individual targets on the basis of their different levels of sensitivity and their interests, from the pragmatic and practical distributors to the more scientific nature of nutritionists and doctors moving on to the pleasure-centered attitude of the chefs