Why more and more Chinese consumers want to know the story

Beijing, 24 February 2026 – When buying imported food, Chinese consumers no longer focus solely on the brand or country of origin. Increasingly, they want to know who produces it, how it is made and what guarantees it offers. This is a trend that is transforming the food market and one that also affects European extra virgin olive oil.

For many years, extra virgin olive oil was seen simply as a healthy component of the Mediterranean diet. Today, however, there is growing curiosity about what lies behind every bottle: the region of origin, the production methods, the quality of the olives and the checks that guarantee authenticity and safety. To answer these questions and respond to the growing interest in certified European products of excellence, Eccechina has been launched – a project promoted by Unaprol, the Consorzio Olivicolo Italiano, and co-funded by the European Union under EU Regulation 1144/2014, which guides Chinese consumers in discovering the culture of European extra virgin olive oil, offering clear and reliable information on a product that symbolises Mediterranean tradition.

But what really makes European extra virgin olive oil so special?

It all begins in the olive groves, where the trees are cultivated using farming practices that respect the land and adhere to strict European standards. The olives are harvested at the ideal stage of ripeness and transported swiftly to the mill to preserve their freshness, aromas and natural properties.

The most important stage is processing. Unlike other vegetable oils, extra virgin olive oil is obtained exclusively through mechanical processes: the olives are pressed and the oil is extracted without the use of chemical solvents or industrial treatments. It is precisely this production method that allows the fruit’s characteristics to be preserved, keeping the aromas, flavours and naturally occurring components of the olives intact. Even after production, the journey to the consumer continues with a focus on quality. Every stage of the supply chain is subject to rigorous checks that guarantee food safety, traceability and compliance with the European Union’s high standards. Furthermore, in many cases, certifications such as PDO, PGI and Organic attest to the strong link between the product and the region from which it originates.

Understanding this journey means learning to recognise the value of an authentic European extra virgin olive oil. Behind every bottle lies not just a food product, but a story woven from tradition, skills passed down through generations and a commitment to quality at every stage of production.

Through meetings, tastings and educational activities, Eccechina and Unaprol continue their mission to introduce the Chinese public to this culture, providing them with the tools to make more informed choices about a product that represents one of the most authentic symbols of European agriculture.

Because understanding the history of an oil also means understanding its value.

For further information, visit the official website https://enjoyeuevoo.eu/ and the Weibo and WeChat accounts.