IOC promotion campaign strengthens ties with Brazil’s growing olive oil sector

From its expanding consumer market to the olive groves of its southern regions, Brazil offers considerable potential for the olive oil sector. The country imported 80,768 tonnes in the 2024/25 crop year, while its emerging domestic industry is building a reputation for high-quality extra virgin olive oils. With annual consumption at approximately 0.4 kg per person, opportunities remain to introduce more consumers to olive oil and strengthen their understanding of its quality, uses and distinctive sensory characteristics.

Against this backdrop, the International Olive Council (IOC) continued its ongoing promotion campaign in Brazil in October, with a visit by Deputy Executive Director Abderraouf Laajimi and María Juárez, Head of the Economic Affairs and Promotion Unit. Their programme combined training, meetings with producers and authorities, and visits to olive farms and mills, strengthening cooperation with the local sector.

Activities began on 12 October in Porto Alegre, where the delegation met regional olive oil producers to exchange experiences and discuss opportunities for closer collaboration.

On 13 October, the third and final module of the IOC’s training course for olive oil tasting experts began in Porto Alegre. Led by specialists in sensory analysis, this final phase brought together 23 participants to deepen their knowledge and practical skills in the sensory assessment of olive oils. The course concluded on 16 October with a closing ceremony and the presentation of diplomas, bringing together participants, authorities and diplomatic representatives.

The visit also provided an opportunity to explore developments in southern Rio Grande do Sul. On 13 October, the delegation met producers and local authorities to discuss the sector’s current situation, development prospects and priorities for cooperation.

Visits to olive groves, farms and mills in Canguçu, Pelotas and Bagé offered insights into different approaches to production and processing. These included Azeite Torrinhas, Fazenda Serra dos Tapes, recognised in the IOC’s 2025 Mario Solinas Quality Award for the Southern Hemisphere, and Azeite Batalha. The visits highlighted the progress of olive growing in southern Brazil and the commitment of local producers to quality.

These activities come as Brazil deepens its relationship with the Organisation. The country has formally submitted a request to become an IOC member, marking an important step towards closer international cooperation. The ongoing promotion campaign, extended until the end of 2027, supports this growing relationship by promoting informed consumption, greater product knowledge and international quality standards.