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An international conference on the future of the olive oil sector was held on 18 September 2025 in Rome, Italy, bringing together key stakeholders, experts and representatives from the public and private sectors. The event titled “Extra virgin olive oil quality: between perception and reality” was organised by the Italian Union of Olive Families (UNIFOL) in the framework of ongoing discussions on quality, consumer perception and market development. The encounter, divided in four key panels – market, institutional, quality and competition in the olive sector – provided speakers an opportunity to review consumption trends and consider strategies for the future.
The International Olive Council (IOC) was represented by Abderraouf Laajimi, Deputy Executive Director, who delivered an intervention focusing on global demand and market segmentation. He highlighted that while international consumption continues to rise, the pace and profile of growth vary significantly across regions.
The IOC official emphasised the contrast between traditional Mediterranean markets—where olive oil is deeply embedded in food culture and enjoys high per capita consumption—and emerging markets, where health and quality are key drivers. He also underlined the importance of adapting promotional strategies to different consumer profiles, including the youth segment and new import markets such as Brazil and Canada.
Stressing the health benefits of extra virgin olive oil, particularly its richness in polyphenols, the IOC Deputy Executive Director reaffirmed its central place in the Mediterranean diet and its growing global appeal. He concluded by reiterating the IOC’s commitment to supporting informed consumption and expanding access to high-quality olive oil worldwide.
