EcceChina Project: the first workshop of the second year

Guangzhou, 8 January 2026 – Thursday 8 January 2026, the institutional workshop for buyers and category managers in the distribution sector was held in Guangzhou at the Guangzhou City Polytechnic – 广州城市职业学院.

The event officially inaugurates the second year of the EcceChina project, a year entirely dedicated to the sense of taste as a fundamental key to understanding the quality of European extra virgin olive oil. Through guided tasting sessions, participants were able to learn more about the distinctive characteristics of certified quality oil – harmony, balance, aromatic intensity and clean flavour – elements that reveal the origin of the product, the production method and strict compliance with PDO, PGI and organic regulations.

Guangzhou City Polytechnic is a professional higher education institution promoted by the Guangzhou Municipal Government and recognised as one of the leading training centres in southern China. The university stands out for its strong focus on the practical application of skills, its solid links with the world of production and its attention to sectors related to services, food, commercial management and innovation. Collaboration with international institutions and projects is a central part of its educational mission, making it a particularly suitable setting for cultural and professional exchange initiatives such as those promoted by EcceChina.

The workshop is part of the dense network of B2B and B2C activities of the EcceChina Project – European Olive Oil Symbol of Mediterranean Culture to Satisfy Oriental Tastes, a three-year programme to inform and promote European extra virgin olive oil in China, promoted by Unaprol, the Italian Olive Consortium, and supported by the European Union. In this context, the role of distribution, especially when organised, is strategic not only for the commercial success of the product, but also for identifying and interpreting consumer trends, transforming them into opportunities for development. For this reason, direct exchange initiatives such as this workshop represent an essential opportunity for EcceChina to engage in dialogue with the market.

Aimed at consumers and professionals in the sector – including gastronomes, chefs, food bloggers, restaurateurs, journalists and nutritionists – the project offers a sensory and cultural journey that connects the Mediterranean tradition of extra virgin olive oil with Chinese gastronomic sensibilities. The aim is to strengthen recognition of European PDO, PGI and organic certifications, consolidate confidence in European products and promote greater awareness and informed consumption of quality extra virgin olive oil in China.

To find out more, visit the official website: www.enjoyeuevoo.eu and consult the social media pages Weibo @EUEVOOIL and We Chat by scanning the QR code above.