The overall objectives of these two events were to provide information on the different categories of olive oil referred to in the International Olive Council (IOC) trade standard to increase the consumption of olive oil and to inform producers on the best practices for producing quality olive oil along the value chain, in accordance with the IOC standards, using consumer protection as the key argument. Two major promotional activities were successfully carried out in Sydney, Australia, between October and December 2022, using an effective marketing strategy based on a multi-channel communication approach that provided clear and engaging information, as well as messages tailored to the target audience.
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