The Head of the IOC’s Economy and Promotion Unit, María Juárez, and the Head of the Promotion Department, Imene Trabelsi, visited Australia from 12 to 22 October 2023 to take stock of the progress of the ongoing promotion campaign and define the next steps.
The promotional campaign in Australia began in 2022 and is due to end in 2026. In 2022, the IOC focused on creating a brand strategy and organising two launch events to announce and present the campaign.
In 2023, the campaign focuses more on raising awareness among Australian authorities and stakeholders of the IOC’s standards and the nutritional, sensory, sustainable and health benefits of virgin olive oils.
IOC officials attended the Introductory Olive Oil Tasting Workshop held in Sydney on 17-18 October 2023 for authorities and stakeholders, an event aimed at introducing them to the IOC’s standards and the practice of olive oil tasting, as well as to inform them about the health benefits of olive oil, its unique taste and versatility. The workshop was led by renowned scientist and IOC-recognised tasting expert, Wenceslao Moreda.
Representatives from the Australian olive sector and embassy officials from several countries in Australia, such as Lebanon, Spain, Greece, France and Tunisia, took part in this introductory sensory analysis workshop.
The workshop concluded with a cocktail reception at which the Head of the IOC’s Economy and Promotion Unit presented the Organisation’s mission and objectives, as well as the structure of its Executive Secretariat. Representatives of the Spanish, Tunisian, Greek and French embassies in Australia took the floor to underline the value of such events, which make a significant contribution to bringing together stakeholders in the Australian olive sector and the IOC.
Imene Trabelsi closed the event by reiterating the IOC’s appreciation to the participants and underlining the Organisation’s role in promoting the culture of olive oil consumption and disseminating trade standards for olive products. She said that the collaboration between Australia and the IOC represented an important step towards a healthier and more sustainable future. “Our aim is to raise global awareness of the benefits of olive oil and sustainable practices based on the principles of circular economy, which will not only reduce the impact of climate change but also control the final cost of production,” said the Head of the IOC’s Promotion Department.
The IOC representatives also met with the public relations agency in charge of the project, Sopexa, which is working to create, develop and maintain a collaborative network, and is also helping in the dissemination of the IOC promotion programme aimed at key stakeholders. Moreover, the agency is responsible for creating specific content to support the key objective of raising awareness of the IOC standards and tasting methods among authorities and stakeholders. To this end, it is working with a “campaign ambassador”, chef , a well-known and much-loved figure in Australia, who is helping to build trust and legitimacy for the campaign. Overall, his recipes and presence add a more playful touch to the promotional activities. His presence on social networks is also used for reaching a wider audience that goes beyond the key stakeholders.