What it does
Market studies
Fairs and events in the olive world
Production of material
Promotion campaigns in non-European Union countries
Coordination of scientific research into the health properties of olive oil

What it does

It identifies potential new markets.
It supports the international generic promotion of olive oil by collaborating in national campaigns, both public and private.
It monitors the quality of olive oil campaigns.
It elaborates and implements information and promotional events on olive oil and table olives in compliance with the International Agreement.
It prepares and/or commissions market studies.
It participates in fairs and events in the olive world.
It produces information material.
It conducts promotional campaigns in non-European Union countries.
It disseminates scientific research results on the health properties of olive oil.

Market studies

To date,the IOOC has conducted market research in the countries where it is currently conducting promotion (Australia, Brazil, Canada, China, Japan, Taiwan, Thailand and the United States). According to a geographical allocation agreed between the European Union (EU) and the IOOC, the EU is responsible for promotion in its member states while the IOOC is in charge of promotion outside the EU.

Fairs and events in the olive world

To spread olive and olive oil awareness, the IOOC participates regularly in fairs and events and provides sponsorship for conferences and congresses connected with the olive world.

Each year it can be found at the following trade fairs:

- Fiera di Verona (Verona, Italy)
- EXPOLIVA (Jaén, Spain)
- OLEUM (Florence, Italy)
- Feria de Montoro (Montoro, Spain)
- Fira de Reus (Reus, Spain)
- Feira de Campomaior (Portugal)
- Olivomoura (Portugal).

It also takes stands and supplies educational material, leaflets and general information brochures about the olive world at other events, such as Fancy Food in San Francisco, Foodex in Tokyo and Fiera del Levante in Bari.

Production of material

Disseminating scientific research findings and making sure that correct information is released about the health and gastronomic benefits of the Mediterranean diet and olive oil are two important tasks. The IOOC is aware of this and has published a number of publications on these aspects.

Promotion campaigns in non-European Union countries

The IOOC has a working relationship with various agencies and bodies which carry out promotion on the markets listed below, following the instructions given by the IOOC Executive Director and the Promotion Division:

Australia (started 1990)
Brazil (started 1998)
Canada (started 1994)
China (started 2000)
Japan (started 1991)
Mexico (started 2002)
Thailand (started 1998)
Taiwan (started 1998)
United States (started 1984)

Coordination of scientific research into the health properties of olive oil

Since its creation, the IOOC has supported and sponsored events aimed at attracting the interest of health professionals, the media and the public at large about the different aspects of olive oil.

The gastronomic, culinary and dietary aspects of olive oil, viewed as an essential element of the Mediterranean diet

The IOOC has long been involved in this area. It started to keep close track of scientific researchin the late 1950s when Ancel Keys’s team brought out their landmark Seven Countries Study. Subsequently, it has kept abreast of any developments on the interrelationships between diet and health by organising congresses, granting sponsorship, etc.

Nowadays, promotion primarily revolves around two areas of action. One is to tell people about the gastronomic versatility of olive oil and its health and dietary implications. The other is to tell them about scientific research findings and the conclusions reached about the health-promoting properties of olive oil, which provide scientific evidence of the quality of this product. The benefits of using olive oil in the diet have been demonstrated in recent years by medical and epidemiological research carried out under the aegis of the IOOC ever since it was set up in 1959.

The scientific aspect of olive oil, connected with research into the nutritional characteristics of olive oil

In clinical and experimental studies researchers have demonstrated that owing to its fatty acid composition (75% monounsaturates, 13% polyunsaturates and 12% saturates on average) olive oil lowers total blood cholesterol and low-density lipoprotein (LDL) cholesterol while it raises high-density lipoprotein (HDL) cholesterol. It has been known for some time that after its utilisationin the cells, cholesterol is transported by the HDLs to the liver, where it is eliminated through the bile ducts, whereas the LDLs transport it to the cells and adipose tissue. The role of olive oil in the prevention of cardiovascular diseases has been demonstrated and corroborated by the findings of epidemiological studies carried out on populations with different dietary habits, particularly as regards fats, which reported a lower incidence of cardiovascular and coronary heart diseases amongst the populations of regions where olive oil was traditionally consumed.

Further findings of epidemiological studies are that consumption of olive oil as the main source of fat lowers blood pressure levels and results in less obesity. Other research has shown that an olive oil diet improves the insulin-resistance of non-insulin-dependent diabetics more than does a carbohydrate-rich diet.

The effectiveness of olive oil in preventing gallstones has also been proved, as has the role of oleic acid in the development of the nervous system and bone mineralisation. It has been demonstrated to have a protective effect against certain cancers (breast, prostate, colo-rectal and endometrial).

Virgin olive oil is rich in natural antioxidants: alpha-tocopherol and phenolic compounds. In-depth research is required into the action of these antioxidants in slowing down ageing and cell degeneration. Olive oil is also known to have a protective, toning effect on the skin, thanks to its high vitamin E content, which is why it is recommended for preventing skin lesions. It has additionally been demonstrated that the consumption of olive oil strengthens the immune system against external attack caused by microorganisms such as bacteria or viruses. Some researchers hypothesise that olive oil may play an effective role in preventing cell degeneration although further research is needed to be able to substantiate such claims. Olive oil is the constant subject matter of numerous research projects that are bringing to light new health benefits.