1. To define on a scientific basis an innovative and highly demonstrative model of olive growing, viable from an agronomic, economic and social point of view, which will contribute in an effective and proven way to halt the loss of biodiversity in the EU until 2020.

2. Establish formulas for profitability in olive growing based on an added value appreciated by consumers (biodiversity) that contribute to slowing down the abandonment of traditional olive groves or their reintensification, avoiding their environmental costs (erosion, carbon footprint, pollution, overexploitation of water and loss of biodiversity).

3. Develop a system of agri-food certification with scientific backing, which can be used to establish a verifiable link between oil production and the recovery of biodiversity and differentiate it from other initiatives that are based on a purely theoretical relationship between food and biodiversity.

4. Demonstrate that the entrepreneurship of the actors involved, especially farmers, has a fundamental role in the EU biodiversity strategy, and encourage their integration and active participation in this strategy.

5. To provide an effective solution to the economic and environmental crisis of the traditional olive grove that occupies most of the olive lands in Spain, Italy, Greece and Portugal.

6. To improve the ecosystem services of the olive grove through restoration actions and the creation of green infrastructure in demonstrative olive groves and to define restoration strategies that are technically, environmentally and economically viable and effective.

7. Contribute to the integration of biodiversity in EU agriculture and demonstrate that it is possible to harmonise environment, economy and agriculture.

8. To provide useful information to implement the objectives of the CAP 2014-2020, the payment for environmental services and the design of agri-environmental measures.

9. To make citizens aware of the socio-economic and environmental importance of olive groves in the EU.

10. Demonstrate the role that citizens can play as consumers in strategies to halt biodiversity loss in the EU.

11. To demonstrate that the integration of socio-cultural values into environmental values is a step towards the multifunctionality of agrosystems and a reinforcement of conservation strategies based on the appreciation of their externalities by consumers.

12. Establish a path of development cooperation with other olive-growing regions outside the EU.