The campaign will be launched in September 2022 and run for 3 years. It will cover the range of olive oils, distinctive features, unique tastes as well as the extraordinary health benefits of olive oil.
AOOA President David Valmorbida said the campaign had been on the agenda for a several years but was delayed by the outbreak of the coronavirus pandemic.
“A substantial campaign to educate consumers on the taste, versatility and health benefits of olive oil to ultimately increase consumption of olive oil in Australia is excellent news for our industry.”
“Our members are excited because the campaign will benefit the entire market, from small producers to large olive oil players. It’s about creating better education about the product and growing the whole category of olive oil, not one specific brand, origin or type,” Mr Valmorbida said.
Policy makers will also be targeted to ensure they understand the value and importance of the work of the IOC and the international trade standards for olive oil, as well as how the global olive oil industry relates to the industry in Australia .
The olive oil industry in Australia is small by world standards, but the quality of oil being produced is world class. Several Australian olive oils carry the AOOA Certified Quality Seal which assesses oils against the strict international trade standards for quality and authenticity set out by the IOC.
“The industry in Australia has finished 2021 very well, after a record harvest yielding between 20 -22 million litres of olive oil. This values the crop between $120-$140 M (wholesale value for the raw product) with growers receiving attractive returns. This augers well for continued expansion of the olive industry in Australia,” Mr Valmorbida said.
“We’re excited by the promotional campaign to be spearheaded by the IOC, and AOOA will look at how we can make the most of the opportunities to further educate consumers about olive oil and grow consumption.”
The IOC is calling for suitably qualified marketing, communication and public relations companies to respond to the tender, which is open until 28 February, 2022. Details can be found on the IOC website: https://www.internationaloliveoil.org/contracts-grants-vacancies/contracts/
The Australian Olive Oil Association is a not-for-profit, independent body focused on the quality of olive oil, the promotion of olive oil usage and fair competition within the industry. Membership is open to producers, distributors, interested stakeholders and industry-related bodies.
For nearly 30 years, AOOA has been a signatory to the global quality control program of the International Olive Council (IOC). AOOA coordinates the annual testing program of leading olive oil brands by independent laboratories. All AOOA members agree to abide by the IOC standard. AOOA also manages the AOOA Certified Quality Seal Program, which involves an even higher standard of quality monitoring, and allows products marketed by AOOA members to stand out.
For more information:
Jan Jacklin, General Manager, Australian Olive Oil Association