On October 19th, The International Olive Council (IOC) had the pleasure to kick-off the TASTE – LIVE – SHARE – BETTER campaign in Australia.
The 3-year campaign is part of a worldwide incentive which aims to promote the benefits and positive perception of Olive Oil whilst increasing loyalty and consumption.
The IOC, the world’s only international intergovernmental organisation in the field of olive and tables olives.
The International Olive Council (IOC) has been serving as a world forum on the sustainable and cultural enrichment of the Olive Oil industry for over 60 years. Created in 1959 with support of the United Nations, the intergovernmental organisation counts 17 official members with the 43 countries producing 94% of the worldwide Olive Oil Production.
Contributing to the worldwide Olive oil industry enrichment, the IOC mission relies upon three main pillars:
- Standardisation and research
- Olive growing, Olive oil technology and technical cooperation
- Promotion of olive products, dissemination of information and the olive economy
Amongst the IOC notable work, we should mention the array findings regarding olive oil benefits made by partner laboratories and chemistry experts, the introduction of the IOC ‘Mario Solinas’ Quality award and the worldwide campaigns to increase awareness and consumption.
The International Olive Council has also confirmed its commitment in improving sustainability within the olive oil industry. From diagnostics of the carbon footprint of olive production by group of experts commissioned by the IOC, to improvement in production techniques and processes, production of Olive oil by the IOC standards has reversed the CO2 emissions effect. The agronomical innovations now makes olive trees and olive oils absorber of carbon emissions with 1 ha of olive trees able to neutralise the annual carbon emissions of one person.
3 years to build up Olive oil awareness in Australia
Kicking off this year, an exciting journey to spread the good word on Olive oil, starting with the reveal of campaign key messages and tagline.
Taste
“Enhance the flavours”
Produced with passion and from simple processes, Olive oil is blessed by exceptional natural aromas which enhance any food it is paired with.
Live
“The Healthy Choice”
Loaded with unsaturated fat, olive oil consumption lowers the risk of a multitude of diseases (Diabetes, Alzheimer, Cardiovascular diseases).
Share
“Sharing is caring”
Olive oil is a versatile product that offers endless possibility. For creative pairings with any cuisine, Olive oil should be an essential of the Australian pantry.
From a series of sensor courses with industry Officials or media to seasonal recipe creations, the TASTE-LIVE-SHARE-BETTER is an inclusive campaign that aims to reach various stakeholders. Over the three years, the campaign will team up with a variety of renowned chefs, knowledgeable nutritionists and will culminate with an Olive oil week in partnership with several renown culinary institutions.
Revealing the outstanding TASTE-LIVE-SHARE-BETTER,
Chef ambassador.
Mark OLIVE, also known as the ‘Black Olive’, has shown to be the innovative bridge between the paramount reserves of international olive oils and the Indigenous-Australian culinary scene. Infusing and extracting 25 years of experience and knowledge, Mark Olive, a Bundjalung man, has made his impact in the Australian chef scene and the international culinary arena. Specialising in aligning the flavours of olive oil and olive infusions to create world renowned recipes that pay homage to the cultural and soulful culinary techniques of first nations people. “The Black Olive” is an iconic ambassador for Indigenous Food and Hospitality demonstrating his unique skills in the development of gourmet food products.
Which oil and how to use
Virgin olive oil is a natural fruit juice obtained from the fruit of the olive tree (Olea europaea L. ) which is extracted by mechanical means, respecting all the parameters included in the International Olive Council trade standard.
Virgin olive oils are rich in antioxidants and phenolic compounds with high biological value.
The best quality of these oils are the Extra virgin olive oils which can be fruity but can also be bitter or pungent. These top-quality oils are perfect for using raw in dips and salad dressings or for cooking, baking or deep frying.
Olive oil is the oil consisting of a blend of refined olive oil and virgin olive oils fit for consumption as they are. This oil has the same fatty acid composition as virgin olive oils, but the polyphenols and antioxidants are removed with the refining process. Olive oils are also perfect for cooking, baking, sautéing and deep frying.