Italy's olive oil industry is experiencing renewed excitement and growth through lively regional events, significant certifications, and ambitious promotional initiatives aimed at international markets. From local celebrations to strategic marketing abroad, the industry is working together to showcase the excellence and cultural heritage embodied by Italian extra virgin olive oil.
On December 29, Tarsia will host the fifth edition of "Tarsia, Città dell'Olio in festa," celebrating the region's prized extra virgin olive oil (EVOO). This event, themed "Olio Evo. Eccellenza per il benessere ed il gusto," seeks to engage attendees with discussions and food demonstrations centered on the culinary value and health benefits of quality olive oil. Participants will include important figures from agricultural, culinary, and journalistic backgrounds.
Notable speakers scheduled to present at the event include Sara Scarola from the DECO Committee, agronomist Mario Reda sharing techniques for high-quality EVOO production, and nutritionist Elisa Pastore discussing the taste-health relationship of this staple ingredient. Chef Enzo Barbieri will also lead cooking classes to highlight local flavors and olive oil’s role, culminating the event with entertainment from the musical group Le Calabriselle.
Meanwhile, the Consorzio olio extravergine di oliva toscano has unveiled a new designation for olive oil, allowing the Capalbio region to proudly bear the additional territorial mention. The designation gives producers more recognition for their efforts and geographical heritage. Clivio degli Ulivi is the first to receive this certification, marking its oils as truly representative of the Capalbio area.
"This achievement brings great satisfaction as it not only promotes our products but also highlights our region’s identity," said Mayor Gianfranco Chelini, acknowledging the significant impact such certifications have on local recognition and the economy.
Laura Maria Berti, the owner of Clivio degli Ulivi, emphasized this point, noting the uniqueness this designation gives to every bottle produced, narratively situatively tethering it to Capalbio's distinctive qualities. The certification process ensures producers meet rigorous standards for sensory properties and traceability, adding prestige and consumer confidence.
Also noteworthy is the formation of the Federazione Strade del Vino, dell’Olio e dei Sapori di Sicilia, aimed at enhancing the region’s gastronomic tourism. This federation, which was established during meetings at Palermo's Irvo (Regional Institute of Wine and Olive Oil), brings together diverse wine and food routes across Sicily. President Salvatore Lombardo indicated the importance of unifying efforts to attract greater institutional attention and collaborative projects between member roads.
"Staying united is more effective than acting alone," said Lombardo, underscoring their shared goals of strengthening the tourism infrastructure for Sicilian wines and olive oils. This unity allows for shared practices, collective projects, and promotion of regional tourism as both productive and hospitable, portraying Sicily as a vibrant culinary destination.
Internationally, interest is booming for Italian olive oil, particularly from countries like Qatar. Recent efforts have shown promising growth, with Italian olive oil sales there increasing by over 53% from 2019, even though it currently ranks eleventh among Italy's food exports to the Gulf state, generating just over one million euros. Italia Olivicola has taken proactive measures to expand its footprint, with significant promotional campaigns aimed at highlighting the quality of Italian olive oils.
Gennaro Sicolo, President of Italia Olivicola, emphasized their commitment to introducing Qataris to the Mediterranean diet's health benefits through olive oil, stating, "Consumers here are well-suited for quality olive oil because of their higher-income levels, making them ideal customers." The organization has hosted classes and tastings to familiarize locals with different types of olive oils, particularly focusing on DOP and IGP varieties, enhancing appreciation for quality EVOO production.
Notable events included participation during the Global Tour of the Italian Navy training ship Amerigo Vespucci, where culinary partnerships between Italian chefs showcased how olive oil could complement traditional dishes like pizza, demonstrating not only taste but also cultural ties to Italy.
Sicolo concluded, emphasizing the growing respect and recognition for olive oil exporters: "The dedication of Italian olive oil producers, combined with effective marketing strategies, could propel olive oil's status from being overlooked to respected within both local and international arenas." With exciting developments on regional and international fronts and growing awareness of olive oil's rich cultural significance, 2025 appears poised to be transformative for Italy's olive oil industry.
