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NEW DELHI, 29 June 2010 - OLIVEITUP is a three-year campaign financed by the European Union, in collaboration with Italy, for the promotion of European olive oil in India. Accomplished and produced by the Consortium of Guarantee of Quality Extra Virgin Olive Oil (EVC), this campaign provides a series of training activities and information services to disseminate correct knowledge of olive oils of European origin, in terms of their quality and healthy attributes. It includes an array of activities like workshops, training programs for stakeholders, incoming/tour program, participation in trade shows/exhibitions, tasting sessions, advertising campaigns in print, television and other media to explain the nutritional aspects of olive oil and its importance in a healthy and balanced diet.
The main aim is to promote Olive Oil to increase its use in traditional local and daily cuisine, and to spread awareness of its health benefits. The important role of Olive Oil in preventing cardiovascular diseases and obesity, reducing the risk of cancer and its positive impact on overall health will also be highlighted during the campaign. A special website - www.oliveitup.in – is also being launched in order to provide accurate information on European Olive Oils and its health benefits.
The campaign will involve participation of opinion makers from different parts of the society, journalists, restaurateurs, chefs, food critics, nutritionists, buyers, importers and distributors, students of cooking schools and hotel institutes, hoteliers and young consumers inclined towards innovation and experimentation in cooking. The campaign which was launched today at the Shangri-La Hotel has begun its activities through its participation at the Hospitality World show held in Bangalore from 24-26 June in order to target the decision makers in the hospitality industry.
President of the EVC, Mr Elia Fiorillo who unveiled the India campaign remarked, “This is a promotional campaign intended to provide correct information on European olive oil with emphasis on its quality, nutrition benefits and its usage in the kitchen, local and daily cuisine.”
Post the press conference to unveil the Oliveitup campaign, a workshop was conducted for the attending media and guests present. The workshop conducted by Prof Servili from the University of Perugia in Italy, provided in-depth information on European Olive oils and included a unique tasting session of various types of olive oil and a first hand experience on how to recognize quality by tasting as custom in European countries.
A major initiative of the campaign is the special cooking show to be aired on NDTV Good Times. Chef Aditya Bal who will be hosting the show was present to talk about how olive oil can be effectively utilized as a part of Indian cuisine. Just to elaborate on the point, an Indian lunch cooked 100% in olive oil was served.
Naini Setalvad, renowned nutrition and obesity consultant from Mumbai spoke about India’s health profile and the benefits of olive oil. “With fast food and fast-paced lifestyles, the health quotient of Indians is going down drastically. It is time we start changing our lifestyle especially our eating habits. Incorporating olive oil in our cuisines will be a perfect start.”
About EVC: The Consortium of Guarantee of Quality Extra Virgin Olive Oil is an Italian organization consisting of operators from the country’s olive oil sector to improve, ensure and promote the quality and knowledge of extra virgin olive oil. |
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