Generic promotion has always been an excellent tool for attaining the Agreement's objectives of expanding world consumption of olive products as part of the policy of achieving regular, balanced international markets for these products.

For centuries olive oil has been an integral part of the cultural and culinary heritage of the Mediterranean countries.

It is a product that is set apart by its undeniable organoleptic qualities, but on top of its sensory attributes it has nutritional and therapeutic properties which are being increasingly corroborated by science.

All this justifies conducting large-scale promotion and information on the intrinsic qualities of olive oil to achieve the sustained expansion of its consumption worldwide.

The search for new markets outside the Mediterranean countries has therefore been a priority for the IOC and in 1984 it conducted its first promotional activities in potentially promising markets in order to find new outlets for olive oil products.

The United States was the first market to be targeted. Subsequently, other promotional campaigns got underway in Australia (1990), Japan (1991), Canada (1994), Argentina (1995), Southeast Asia (Thailand, 1997 and Taiwan, 1998), Brazil (1998) and China (1999/2000).

IOC promotional strategy is based on three key lines of action. They are:

• to conduct scientific research into the health value of olive oil and to disseminate research findings as widely as possible,
• to inform and educate consumers; and
• to build up effective international cooperation.

Scientific research. Collecting and disseminating scientific knowledge on the nutritional properties of olive oil is essential to the promotion and expansion of olive oil consumption throughout the world.

The IOC is aware of the risks of using scientific arguments that have not been sufficiently proven beforehand. That is why it has always stringently assessed any research finding before including it in its educational campaigns or using it as a back-up for promotion.

Consumer information and education. For reasons of efficiency, a public relations approach is taken to consumer information and education activities where opinion leaders, who have a direct impact on public opinion, inform consumers and try to add to their olive oil awareness. The messages delivered through these numerous activities focus primarily on the health and gastronomic aspects of olive oil. The object is to heighten the awareness of consumers so that they spontaneously associate healthy eating and quality of life with olive oil, seeing it as one of the principal elements in the age-old gastronomy of the Mediterranean.

In broad outline, this promotional strategy is implemented by:

• organising and/or participating in scientific events;
• broadcasting scientific information on the health-related properties of olive oil.

International cooperation. Involving prestigious scientific institutions in IOC promotion and strengthening IOC cooperation in national promotional schemes run by governments or associations helps to make the IOC message highly effective. It helps to lend active international support for olives and olive oil by backing or acting as a catalyst for national campaigns run by public or private concerns.