European Extra Virgin Olive Oil: press conference

Guangzhou, 22 January 2026 – A press conference dedicated to European Extra Virgin Olive Oil certified PDO, PGI and BIO will be held today, starting at 2:30 p.m. (GMT +8), as part of the EcceChina project, an initiative co-funded by the European Union for the promotion and enhancement of extra virgin olive oil on the Chinese market.

The event will take place at the Four Seasons Hotel Guangzhou, in the prestigious South Star Room, located on the 99th floor of the building, at 5 Zhujiang West Road, Pearl River New City, Tianhe District, Guangzhou (510623).

The press conference is one of the official activities of EcceChina, a three-year European programme to inform and promote extra virgin olive oil promoted by Unaprol, the Italian Olive Consortium, with the contribution of the European Union, with a particular focus on PDO, PGI and organic certified products. The project aims to strengthen awareness of the European production model, the value of quality certifications and the deep link between product, territory and tradition, helping to increase the competitiveness of European extra virgin olive oil in China, one of the markets with the greatest growth potential for the quality agri-food sector.

The press conference programme includes participant registration from 2.30pm to 3pm, accompanied by a welcome reception. From 3pm to 4pm, there will be an official presentation of the EcceChina project, with an in-depth look at its objectives, planned activities in China and the distinctive value of European certifications. This will be followed, from 4:00 pm to 4:30 pm, by a link-up with UNAPROL, which will offer a direct contribution from the European olive growing system, strengthening the link between the territories of origin and the Chinese market. The meeting will conclude, from 4:30 pm to 5:00 pm, with a media briefing, dedicated to direct exchange with journalists and local stakeholders.

During the meeting, representatives of the project and the organisations involved will illustrate the programme’s objectives, the communication and promotion strategies planned for the Chinese market and the opportunities offered to importers, distributors and operators in the food & beverage sector, with a focus on the premium positioning of certified European extra virgin olive oil.

In line with EcceChina’s narrative and educational approach, the press conference also marks an important conceptual shift: after a first year dedicated to smell, a key sense for recognising the aromas and defects of extra virgin olive oil, the focus now shifts to taste, a central element of the conscious tasting experience. The common thread of the project is represented by the three main senses involved in evaluating oil – sight, smell and taste – which are fundamental tools for learning to distinguish an excellent, authentic and certified product in a global context and in a market increasingly rich in commercial alternatives.

Educating the palate means providing Chinese consumers and operators with concrete skills to recognise the balance, harmony and sensory complexity of PDO, PGI and organic extra virgin olive oil, enabling them to make informed and conscious choices. In this sense, taste becomes not only a sensory experience, but also an act of knowledge, capable of enhancing the link between production method, territory and certified European quality.

In this sense, the press conference in China plays a fundamental strategic role, representing a privileged opportunity for direct dialogue with the media, opinion leaders and operators in the sector. In a market that is increasingly focused on food safety, traceability and sustainability, institutional presence helps to strengthen confidence in European quality systems and clarify the added value of PDO, PGI and organic certifications, which are distinctive features of European extra virgin olive oil compared to generic or non-certified products.

Finally, the event is an important opportunity for intercultural exchange, aimed at consolidating dialogue between Europe and China and promoting greater awareness among Chinese consumers of the nutritional, cultural and gastronomic benefits of European extra virgin olive oil, a symbol of the Mediterranean diet and a thousand-year-old tradition based on quality, authenticity and sustainability.

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