The IOC wishes to train local professionals on the IOC standards that regulate the quality of olive oil, raise awareness about the nutritional benefits of olive oil and table olives and strengthen the Council’s position as the leading institution in the field.
This primarily B-to-B campaign, entitled “Flavor your life with olive oil”, will run for three years (2019-2021) in Continental China.
Based on a digital and social media strategy, the campaign features the creation of a website and management of the IOC’s WeChat and Weibo accounts. Content will be produced to build and enhance the image of olive products on the Chinese market, to convey the flavour of table olives and olive oil and show how they can be used in the local cuisine, and to promote their nutritional qualities.
In 2019, the drive will focus on training professionals from the Chinese olive oil industry and related Chinese institutions. Seminars will be held in Beijing and later in the Longnan, Chengdu and Kunming farming areas, based on the model of those developed by the IOC in Spain. The aim is to pass on best practices in sensory and organoleptic analysis and product quality assessment based on IOC standards.
An events programme rounds out the campaign, targeting players in the Chinese olive oil industry, the media and relevant Chinese institutions.
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The campaign has just been launched with an event attended by high-profile personalities from the Chinese gastronomy scene and representatives of the IOC’s senior management. Some 90 journalists attended the tasting and heard tips on how to use olives shared by influencers such as world and Olympic champion gymnast Chen Yibing, the spokesperson for the campaign kickoff |
*The International Olive Council, under the auspices of the United Nations, defends and promotes the olive oil and table olives produced by its member States. It helps to foster responsible, sustainable olive farming practices.