Tuesday 4 May 2021

The Tuscan IGP Oil Consortium is preparing to carry out a strong communications and promotion campaign for the product that has been protected and guaranteed since 1998.

In this campaign, Tuscan IGP Oil will be shown in the context where its most used: the kitchen, as well as in terms of its nutrition, emphasizing the great versatility of the product. The campaign will use advertising media on a national scale, through digital channels and magazines in the cuisine sector, in addition to radio.

The vice president of the Tuscan Regional Council and councilor for agri-food Stefania Saccardi commented “This initiative by the Consortium for the protection of Tuscan IGP extra virgin olive oil is important. Investing in communications and promoting Tuscan IGP oil means investing in the “Tuscany” brand and therefore in something, I would like to emphasize, that’s particularly important and serious in this period. Oil is one of the strongest symbols of our territory and those who consume the oils of Tuscany enter into an almost direct relationship with the DNA of this region. It’s a unique and incomparable product that’s the result of a particular tradition and culture, made up of specific cultivation techniques and extraordinary flavors. As in the case of Tuscan IGP oil, there’s a precise and authoritative production specification, ‘from farm to fork’, from field to table. As a Region, we are also relaunching olive growing with an organic plan, thanks to both the resources of the Rural Development Programme (now extended to the whole of 2022) and the Recovery Fund, with which we intend to relaunch a true ‘Renaissance’ of the entire Tuscan olive oil supply chain, involving all the links, with an olive nursery, new olive plants, renovation of oil mills, and with the promotion campaign for the product“.

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