Communication and Marketing: Keys to Strengthening the Global Value of Olive Oil

In an increasingly global and competitive market, communication and marketing have become strategic tools for strengthening the value and positioning of olive oil. Building a strong brand, connecting with new consumers, and conveying the distinctive attributes of extra virgin olive oil are among the sector’s main challenges today.

These issues will take center stage at the Olive Oil World Congress (OOWC), whose second edition will be held on July 2–3, 2026, at the Belém Cultural Center in Lisbon. The congress will bring together experts, researchers, institutional representatives, and professionals from across the olive oil value chain to analyze the key challenges and opportunities that will shape the sector’s future on a global scale.

Among the various topics included in the program, Block I: Communication and Marketing will be particularly significant. In a context of growing international competition and increasingly informed consumers, the way olive oil is communicated and positioned in the market is crucial for strengthening its value and expanding its presence in new markets.

Global strategies to position EVOO

The session will include the presentation “Global branding strategies for EVOO,” delivered by Joseph R. Profaci (NAOOA), who will analyze the keys to strengthening the extra virgin olive oil brand and improving its positioning in international markets.

This will be followed by the presentation “Global olive oil marketing: strategy and international positioning,” delivered by Mariella Cerullo (FederOleO), which will address the main trends in international marketing within the sector, as well as strategies to enhance the competitiveness and value of olive oil in global markets.

Next, the roundtable “Communication as a tool for selling olive oil,” moderated by the Ministry of Portugal, will feature Francisco Luís Mondragão-Rodrigues (IPPortalegre), Ayça Akça Uçkun (Olive Research Institute), and representatives from other producing countries.

During the discussion, participants will analyze the role of communication as a strategic tool to educate consumers, build trust in product quality, and reinforce the value of olive oil in international markets.

The Congress already has the institutional support of the International Olive Council (IOC), CIHEAM, and the Mediterranean Diet Foundation, together with public entities such as the Spanish Ministry of Agriculture, Fisheries and Food (Alimentos de España), the Portuguese Ministry of Agriculture and the Sea, the Regional Government of Castilla-La Mancha (“Campo y Alma”), the Government of Catalonia, and IMIDRA.

In the private sector, the second edition is currently supported—alongside Olivum—by entities such as AgroBank, GEA Group, Kubota, Feria de Zaragoza (ENOMAQ), Dazeite, and Siliker.

Early registration now open

Registration for the Congress is now open, with an early-bird discount available until March 31. Individuals, companies, and public or private institutions within the olive oil sector interested in participating may complete their registration through the different modalities available, adapted to their status.

The OOWC invites all of them to take part in this collaborative international project and encourages them to explore the available cooperation and sponsorship opportunities. Further information can be obtained through the OOWC Technical Secretariat by calling +34 91 721 79 29 or by emailing info@oliveoilwc.com.