Oliveitup Campaign Completes Its First Year With Success

Oliveitup, the promotional campaign launched by the Consortium of Guarantee of Quality Extra Virgin Olive Oil (EVC) for the promotion of premium European olive oil in India has completed its first year. The three year campaign financed by the European Union, in collaboration with Italy, has generated tremendous interest and awareness among the masses. In a consumer research study conducted on the Olive Oil market in India by the Consortium of Guarantee of Quality Extra Virgin Olive Oil, it was found that Indian consumers regard olive oil as the one of healthiest among the conventionally used edible oils. Olive oil, the quintessential part of the Mediterranean diet, is slowly but surely finding its place in Indian kitchens.

At a press conference held today at The Oberoi, Ms. Pina Romano, President of the Interprofessional organization for the olive oil sector remarked, “We are committed to continue our efforts in growing consumer awareness about Olive Oils in India. It is a market that is changing very fast and the country is destined to be an economic super power in the future. The Indian Middle Class population is large, dynamic and adaptable to change. We are happy to be a part of this growth story.”

The main aim of the campaign is to promote Olive Oil to increase its use in traditional local and daily cuisine and to explain the nutritional aspects of olive oil and its importance in a healthy and balanced diet. The array of activities conducted in this regard include press conferences, participation in trade shows, advertising campaigns, media tours and training sessions in order to disseminate correct knowledge of olive oils of European origin, in terms of their quality and healthy attributes. A special website - www.oliveitup.in – was launched last year in order to provide accurate information on European Olive Oils and its health benefits.

Activities on similar lines will continue in India throughout 2011 and 2012. The EVC will have a booth at the Hospitality World Show being held at Palace Grounds from June 23-25 as part of its campaign.

During the press conference, a tasting session was conducted for the attending media. Conducted by Italian expert Mr. Michele Labarile, the tasting session provided in-depth information on European Olive oils and a first hand experience on how to recognize quality by tasting as custom in European countries.

Celebrity Chef Vicky Ratnani talked about how olive oil can be effectively utilized as a part of Indian cuisine and demonstrated how dishes can be fried in Extra Virgin Olive Oil.
Ms. Ishi Khosla, renowned nutrition consultant spoke about India’s health profile and the benefits of olive oil. “It is high time, Indians start taking their health concerns more seriously. The country is sitting on a health time bomb and is now number one in cardiac patients with over 10% population affected; 31% of urban Indians are either overweight or obese and over 100 million people in India have high blood pressure. Clearly there is something drastically wrong between what we eat and how we live. Incorporating olive oil in our cuisines will be a perfect start.”

Also present at the press conference was Mr. V.N. Dalmia, President, Indian Olive Association who spoke on the growth of the olive oil market in India.