Italy launches an institutional campaign to promote consumption of EVOO

Italy launches an institutional campaign to promote consumption of EVOO

2017/11/04 - The Italian Ministry of Agriculture, Food and Forestry Policy (Mipaaf) has presented the Institutional Communication Campaign "Olio Extra Vergine, La Ricchezza, La Nostra Fortuna" to promote the consumption of extra virgin olive oil and to sensitize consumers about reading the labels to know the nutritional characteristics, variety, origin and traceability of this product.

The campaign, which will begin at the end of April, will have chefs Antonino Cannavacciuolo and Davide Oldani as well as food blogger Chiara Maci as prescribers.

The main shopping centers of Rome, Milan, Bergamo, Naples, Benevento, Turin, Alessandria, Bari, Genoa, Bologna, Modena, Reggio Emilia, Florence, Venice, Verona, Padua, Treviso and Palermo will have spaces enabled to taste and discover the properties of Italian EVOO.

"When we talk about olibe oil we focuss in one of the Made in Italy food symbols in the world, which embodies the deep connection between the culture, tradition and territory of our country.This is a sector in which, considering the high quality of our product, we must support its productivity from the quantitative point of view. The bases have been laid with the approval of the National Olive Plan and we will continue with specific actions and detailed controls to guarantee to the consumers the excellence, the security and the trazability of the product," stressed the Minister of Agricultural Policy, Maurizio Martina.

It must be noted that the first National Olive Plan foresees operational measures aimed at increasing the production of olives and olive oil, strengthening its promotion and improvement, and promoting a "stronger" organization of the value chain of this food.

The transalpine country has about 900,000 olive companies, as well as 42 PDOs and 3 PGIs in this sector, whose turnover amounts to 3 million euros, which is equivalent to 3% of the total turnover of the agri-food industry, according to the data provided by the Ministry of Agricultural Policy.

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