PROMOTION: TARGET MARKETS - IOC PRODUCER COUNTRIES
The IOC participates in and supports events run by olive producing countries to promote consumption in traditional producing and consuming countries. Events have to be channelled through generic educational and information campaigns dealing with the organoleptic, chemical, nutritional, therapeutic and other properties of olive oil and tables olives and with international market conditions and trends.
In the case of scientific events, support is provided for initiative of major interest on subjects like:
- Nutritional and health-related properties of olive oil and table olives;
- Lipid technology and science;
- Cardiovascular diseases;
Calls for Grant Proposals
Since 2008, the IOC awards grants for promotional and scientific events. According to the IOC Financial Regulation, grants must not represent more than 50% of the cost of the co-financed activity.
There are two schemes for the award of grants: The first is for promotional and scientific events such as trade fairs, exhibitions and food demonstrations and the second is geared towards providing financing for national programmes to promote local consumption of olive oil and table olives in producer IOC member countries which are not Members of the European Union.
HOW TO APPLY?
· Annual work programme for IOC grants 2009
· Call for proposals for IOC grants 2009
PROMOTION: NON-IOC TARGET MARKETS
PROMOTION PROGRAMMES IN NON-IOC COUNTRIES
The purpose of these programmes is to open up new markets for olive production in order to guarantee future sustainable growth and balanced supply and demand. The focus is on countries experiencing rapid development.
The tool used is generic promotional campaigns. These are positive in approach and avoid promoting particular trademarks or firms or making references to specific countries or regions of product origin.
Although campaign implementation is assigned primarily to external agencies, the IOC Executive Secretariat retains permanent control of campaign contents, methods and timing, impact assessment and updating and focus of campaign targets. IOC personnel participate actively as control/support officers, speakers and information sources at each scheduled campaign event.
INDIA: A very successful campaign got off the ground in India in 2007. Promotion will continue in this market in 2009. For more information, visit the campaign web site at www.olive2india.com.
RUSSIA, CHINA, UNITED STATES AND CANADA:
The IOC intends to turn its attention to these markets in its upcoming programme for 2010–2012. As a first step, the Executive Secretariat is preparing a call for tenders to carry out a study of these markets. The main objective will be to provide input for the preparation of the future promotion campaigns in these major markets by proposing potential types of IOC promotional action. The call for tenders will be published shortly.
The programme for 2010–2012 also plans action in SOUTH KOREA, a newcomer to IOC promotion, as well as a return to some former target markets such as Japan, Brazil and Australia.