While the supply of olive oil and table olives is on the increase, demand for these products varies widely between traditional consumer markets and those where they are a relatively new phenomenon.
In the traditional consumer Member States (Spain, Italy, Greece and Portugal), the products concerned are generally well-known and consumption is high. In other words, these are mature markets where there is little prospect of any overall increase in demand.
In the ‘ new consumer ’ Member States, per capita consumption is still low and many consumers do not yet know about the different qualities and uses of olive oil and table olives. This is the market where there is major scope for increasing demand.
To increase consumption in the ‘ new consumer ’ Member States by increasing market penetration and diversifying the use of these products.
To consolidate and, where possible, increase consumption in the traditional consumer Member States by improving information to consumers about aspects which remain little known and getting young people into the habit of buying the products.
In the ‘ new consumer ’ Member States:
Chief purchasers
Opinion formers (gastronomes, chefs, restaurants, general and specialised press (gastronomy, women's, various styles)
Distributors.
In the ‘ traditional consumer ’ Member States:
Chief purchasers aged 20 to 35
Consumer press
Medical and paramedical press.
In the ‘ new consumer ’ Member States:
olive oil, in particular extra virgin oil, is the natural product of an ancient tradition and know-how ideally suited to a highly-flavoured modern cuisine,
tips for daily use (hot and cold) throughout the year,
the different quality categories and variety of flavours of olive oil,
the organoleptic characteristics of virgin olive oil (aroma, colour, taste) vary subtly between varieties, areas, harvests, PDOs/PGIs, etc. This diversity offers a wide range of culinary sensations and possibilities,
the nutritional qualities of olive oil make it an important part of a balanced and health diet,
information on the quality control, certification and labelling system for olive oil,
table olives are a natural and healthy product, which can be eaten as snacks or in complex dishes.
In the ‘ traditional consumer ’ Member States:
the different categories of olive oil and the specific features of virgin oils,
the meaning and advantages of the Community PDO/PGI system and information about all the olive oils and/or table olives registered as PDOs/PGIs throughout the Community,
information on the quality control, certification and labelling system for olive oil,
despite its long history, olive oil is a modern product with both nutritional and culinary value,
the characteristics of the different varieties of table olives.
Without prejudice to Article 2(3), information on the nutritional qualities of olive oil must be based, in particular, on the documentation produced for the seventh olive oil promotional campaign and validated by the Commission's scientific assistant.
In the ‘ new consumer ’ Member States:
The Internet
Promotion at points of sale (tasting, recipes, information)
Publicity (or publicity editorials) in the general, culinary, women's and lifestyle press
Public relations with opinion formers (specialised journalists, chefs, etc.).
In the ‘ traditional consumer ’ Member States:
The Internet
Publicity (or publicity editorials) in the specialised press (women's, culinary, etc.) focusing on updating the product's image
Promotion at points of sale
Public relations and PR contacts with the press (events, participation in consumer shows, etc.)
Joint actions taken with the medical and paramedical profession.
12 to 36 months, giving priority to programmes that set a properly reasoned strategy and objectives for each stage.
However, pending all the results of the external evaluation of the seventh campaign, programmes approved in 2003 will last for 12 months.
EUR 6 million, broken down as follows:
70 % for programmes to be implemented in one or more ‘ new consumer ’ Member States,
30 % for programmes to be implemented in one or more ‘ traditional consumer ’ Member States.]