A global communication, dissemination and awareness-raising plan will be developed to ensure the coherence, appropriateness and correct execution of all communication activities, which will be implemented through Action E1. In addition, an adequate public image of the LIFE Olivares Vivos+ project and the maximum social impact of our project in the four countries of application will be ensured.
The Communication Plan:
(i) set out the strategy for achieving the project's objectives,
(ii) specify the key messages,
(iii) identify the target audience,
(iv) establish a timetable for the work of the different communication actions
(v) optimise resources and schedule all work efficiently.
16 Training Olive Groves (TOG) will be selected in the 4 partner countries, 3 Demonstration Olive Groves in areas particularly sensitive to Climate Change (DOG-CC) in south-eastern Spain and their respective control olive groves (not subject to any LIFE OV+ action). The TOG and DOG-CC will complete the existing network of Andalusian Demonstration Olive Groves (DOG) created by the previous LIFE OV.
With this action we will assess biodiversity prior to the implementation of the Conservation/Restoration Action Plans (pre-operational status) in the Training Olive Groves (TOG) and in the Demonstration Olive Groves in areas particularly sensitive to Climate Change (DOG-CC).
The action is divided into two sub-actions:
In both cases, several groups of animals (birds, ants, pollinating insects and spiders) and plants (herbaceous and woody species) will be used as biodiversity indicators for the assessment.
Subsequently, during data processing, both taxonomic (i.e. species) and functional group diversity will be considered, the latter as an indicator of ecosystem functions and services in the olive groves. In addition, for each study site, metrics of configurational and compositional heterogeneity of the landscape will also be assessed.
Specific Action Plans will be drawn up for the 19 olive groves (16 TOG and 3 DOG-CC) in which biodiversity restoration actions will be carried out, through action C1.
These plans will provide the main guidance for the implementation of biodiversity restoration activities in order to achieve the Olivares Vivos certification.
Each Action Plan:
i) detail biodiversity issues in the pre-operational phase, compiling cartographic and bibliographic information to be combined with data collected in the field, including the results of biodiversity indicator monitoring (A3),
ii) identify intervention areas, in particular non-productive areas (e.g. farm margins, streams or roadsides),
iii) identify and describe potential activities to enhance biodiversity,
iv) select the most appropriate activities for each area of intervention,
(v) determine the dimensions of each action, (vi) establish a system of indicators to monitor the development and effectiveness of the Plan and (vii) establish a timetable for the implementation of the proposed activities.
Biodiversity restoration activities will primarily include those evaluated during the previous LIFE Olivares Vivos, as they have demonstrated their effectiveness and feasibility of implementation, which include:
The best training methods and strategies will be designed to carry out capacity building and training activities in Action C2.
The courses will address the main stakeholders of the Olivares Vivos model. To this end, we will deliver 4 types of courses that will address:
The biodiversity restoration actions set out in the Action Plans developed under Action A4 will be implemented for each TOG and DOG-CC.
To this end, the purchase of restoration materials and field visits will be carried out at the beginning of the restoration work, and the materials will be distributed.
Subsequently, the biodiversity recovery actions included in each Plan will be implemented. This work will be carried out through external assistance and will be implemented under the supervision of those responsible for the project.
Each Plan will include:
1. Activities to improve the management of the herbaceous cover. If the herbaceous cover of the olive farm is not maintained for most of the year, due to the application of herbicides or tillage, agricultural practices will be changed, in agreement with the landowner. Clearing will be recommended and should be carried out at the right time, avoiding competition with the crop. In addition, small areas should be left unweeded so that the later blooms can reach their final stage and seeds can be dispersed. Shallow ploughing can be carried out in specific areas to activate the seed bank. Finally, species of special interest for biodiversity, mainly entomophilous, can be planted in small patches.
2. Restoration work in unproductive areas. The aim of these activities is to restore natural plant formations by planting woody and herbaceous species in unproductive areas of olive groves. The design of these plantations will be adapted to the characteristics of each site and the selection of species will take into account the diversity of plant species, their phenology and the improvement of ecosystem services.
3. Actions to support fauna. These include the installation of breeding, resting or watering sites for wild animals in the olive grove. For each farm, the needs will have been identified through Action A4 and could be:
Implementation of training courses to support the expansion of the Olivares Vivos model. The content and structure of the courses will be established in action A5.
The expansion of the Olivares Vivos model in the main olive growing regions of the Mediterranean requires specific skills and presents unique challenges that practitioners need to address. This action will target four key actors:
Farmers and farm managers.
Certification companies interested in carrying out the different stages of the audit process.
Ecological restoration consultants.
Distributors or distribution platforms interested in marketing Olivares Vivos certified olive oils and table olives.
Calls for applications will be made outlining the competences required, course objectives, programmes and learner profile for each type of course. All courses will include distance learning sessions and a face-to-face session.
This strategy will be based on the "Farm to Table" concept, which has already been promoted during LIFE Olivares Vivos. In this sense, we will stimulate the chain logistics of the olive and table olive sector, to help farmers who are part of LIFE Olivares Vivos+ and those who are getting certified to produce and market certified oils and other products.
This action involves three lines of work:
i) Elaboration of specific collaboration agreements, along the olive value chain.
ii) Establishment of chain of custody certification for Olivares Vivos products.
iii) Encouraging collaborative work within the olive sector.
This action is aimed at members of the olive value chain, both for Extra Virgin Olive Oils and table olives:
Distribution platforms and procurement services
The action is divided into three sub-actions:
In which specific information material will be prepared or briefings will be scheduled and agreements will be signed with the different members of the value chain.
The operators will undergo the Olivares Vivos Chain of Custody certification process, which will guarantee the traceability of the product from the olive grove to the points of sale.
A network will be created to enable key stakeholders to connect, discuss and learn. This network will be established on the Olivares Vivos website (Action A5), which will also be used to deliver the training activities (C2). It will propose different thematic discussion forums that will be moderated by the LIFE Olivares Vivos+ communication team.
This action will support the profitability of the certification label by optimising the marketing strategy that was developed during LIFE Olivares Vivos. In addition, it will be adapted to the environments of the other regions and countries where the strategy will be replicated.
During LIFE Olivares Vivos a marketing strategy was designed, through:
1. Design and launch of the Olivares Vivos seal and certification.
2. Study of the profile of potential consumers in Spain, Denmark, Germany and the United Kingdom.
3. Advice to producers on the marketing of Olivares Vivos oils, through various conferences and seminars.
Optimisation of marketing strategy
The continuous improvement of the marketing strategy is essential to guarantee the profitability of Olivares Vivos products, allowing it to access the market under the best conditions. To this end, different quantitative and qualitative studies will be carried out, both in the countries where LIFE Olivares Vivos+ is being developed and in other countries in Europe as a whole.
Adapting the marketing strategy to the areas of replication
The characteristics of the producers in the areas where the Olivares Vivos model will be replicated and the limitations of their geographical context may require adaptations to the marketing strategy. To this end, both the farmers and the profile of the potential consumers of these products will be studied, and a "Guide for the international marketing strategy of Olivares Vivos" will be drawn up.
This action will ensure that each element of the production chain understands the advantages of the Olivares Vivos business model and will offer each of them the means and mechanisms to be part of it, which will be adapted according to the needs and socio-economic characteristics of each region or state.
To this end, it will be examined and customised to the different situations in each replication area, so as to make the most of Olivares Vivos' competitive advantages.
We will assess biodiversity after three years of implementation (post-operational status) of the Conservation/Restoration Actions and ultimately develop biodiversity recovery indices considering:Sub-Action D1.1. Training olive groves for the expansion/replication of the Olivares Vivos (TOG) model.
Sub-Action D1.2. Demonstration olive groves in areas particularly sensitive to climate change, used as references to observe the feasibility of the Olivares Vivos model in a climate change stress scenario.
Likewise, in Sub-Action D1.3, we will assess the biodiversity restoration debt and biogeochemical functions that occur during ecosystem recovery in the medium term, by means of studies carried out 8 years after the implementation of the Olivares Vivos model in the Andalusian DOGs.
In general, this action refers to the operational area of LIFE Olivares Vivos Vivos+. However, it will be extended to any other locality where the Olivares Vivos certification procedure can be applied for. In more detail:
Andalusia: in the localities of the 20 DOGs that were subject to restoration actions in the previous LIFE OV and the current biodiversity monitoring after the operation.
Replication areas: in the localities of the 16 DOGs and 3 DOG-CCs.
Other areas: any area with farmers willing to switch to the Olivares Vivos model and requesting the certification procedure.
To assess the impacts of the project, three objectives are foreseen:
(i) In the DOG areas: Assess the evolution of medium-term indices to quantify the profitability of the farms, or any subsequent changes in oil sales or selling prices. The costs of maintenance tasks and their impact on the local economy will also be measured.
ii) In the TOG and DOG-CC areas: The evolution of profitability. Similarly, the investment of Olivares Vivos in each of these areas and its economic impact (e.g. jobs) on the local population will be measured.
iii) In other areas: Obtain useful data such as the number of jobs created by the restoration action plans (elaboration and implementation phases) or whether neighbouring farmers are interested in or change their attitude towards the Olivares Vivos model.
These objectives will be implemented through two sub-actions.
Sub-Action D2.1. Monitoring the profitability of olive farms participating in the project.
Sub-Action D2.2. Monitoring the socio-economic impact of the project on the local community.
Through this action, information will be collected to monitor the communication strategy of the Olivares Vivos certification and the degree of consumer satisfaction with the product. The evolution of this indicator will also help to optimise the business strategy and guarantee the sustainability of the Olivares Vivos model in the post-LIFE period.
Already during LIFE Olivares Vivos, a communication strategy was designed and different works were carried out:
1. Design of the Olivares Vivos brand.
2. Design of the website (olivaresvivos.com/aove), as well as profiles on social networks.
3. Olivares Vivos communication plan.
4. Measuring the effectiveness of the communication strategy, through a survey.
During LIFE Olivares Vivos+, information will be collected to learn about:
Public awareness of Olivares Vivos certification and the effectiveness of the communication strategy used. To this end, a study will be carried out.
Consumer satisfaction. A study will be carried out on the basis of the information provided by the companies that market Extra Virgin Olive Oils and Olivares Vivos table olives. Indicators related to commercial activity such as percentage of sales, price, loyalty rate, repurchase rate, etc. will be used.
Monitoring of the communication strategy
The following studies and actions will be carried out to analyse consumers' knowledge of certification and their perception of the label, as well as its communication:
i) Monitoring of the effectiveness of the communication strategy implemented in the countries where it was developed during LIFE Olivares Vivos (Spain, Denmark, United Kingdom and Germany).
ii) Extraction of information from websites and social networks: metrics related to the growing interest in biodiversity, olive oils, Olivares Vivos olive groves and sustainability.
iii) Pre-testing of advertising in the countries where the model is being replicated (Portugal, Greece and Italy), in order to ascertain the perception of the Olivares Vivos seal and guide the communication strategy.
iv) Overall analysis of the effectiveness of Olivares Vivos' communication strategy.
La Sociedad Española de Ornitología es la entidad conservacionista decana de España. Desde 1954, sigue teniendo como misión conservar la biodiversidad, con la participación e implicación de la sociedad, siempre con las aves como bandera.
SEO/BirdLife es la representante en España de BirdLife International, una federación que agrupa a las asociaciones dedicadas a la conservación de las aves y sus hábitats en todo el mundo, con representación en más de 100 países y más de 13 millones de socios.
Es el socio coordinador del LIFE Olivares Vivos+.