Olivares Vivos has actively participated in two international conferences organized by the Interprofesional del Aceite de Oliva de España, targeting global media audiences. The organized field visits during these conferences have effectively highlighted the symbiotic relationship between agriculture and biodiversity, particularly in the context of environmentally significant olive groves.
Specifically supported by the co-financier, Interprofesional del Aceite de Oliva de España, which is also involved in the LIFE Olivares Vivos+ project, two distinct activities were curated for Brazilian and German journalists. In both instances, a dedicated session with Olivares Vivos was arranged at two of the farms actively engaged in the aforementioned project.
The initial experience unfolded with Brazilian journalists, who embarked on an immersive journey into the world of olive culture. Brazil currently stands out as one of the emerging markets with substantial potential for Extra Virgin Olive Oil (EVOO) exportation, ranking as the second-largest consumer globally (outside the Mediterranean region), as per data from the International Olive Oil Council. The comprehensive four-day press trip attracted prominent reporters from the country’s leading gastronomic media outlets.
As part of the diverse range of activities crafted for the journalists, the scheduled meeting with Olivares Vivos unfolded at Cortijo Virgen de los Milagros, owned by Monva, an active participant in the project since 2015. During this session, held on-site, the vital concept of restoring flora and fauna to foster genuinely sustainable agriculture was elucidated. The journalists were guided through various initiatives implemented in the olive grove, including the pond, plantations, and the Casa de Vida.
A stroll across the estate provided the Brazilian informants with a captivating narrative about the olive tree’s history, tracing its origin and domestication, resulting in the development of distinct varieties. To top off the experience, a tasting session of Extra Virgin Olive Oil (EVOO) was conducted, wherein Luis Montabes, the Commercial Director of Monva, expertly elaborated on the unique characteristics of the oil produced on the premises.
The press trip curated for German journalists formed a pivotal component of the “Olive Oil World Tour” initiative, spearheaded by the Interprofesional del Aceite de Oliva de España. Within this context, the rendezvous with Olivares Vivos transpired in the province of Toledo, encompassing a visit to one of the farms owned by García de la Cruz, a dedicated participant in the LIFE Olivares Vivos+ project (2021-2026). Once again, the thematic emphasis centered on biodiversity, this time portraying it as a distinctive and readily identifiable market value for consumers.
It’s essential to note that the German agri-food market stands out as one of the most dedicated to ecological and sustainable practices, mirroring the surge in consumer demand for such products. In this regard, the Olivares Vivos certification holds the potential to serve as a differentiating factor with significant impact for Extra Virgin Olive Oils (EVOOs) entering the German market. Notably, studies on the preferences of German consumers conducted by the University of Jaén, as part of the LIFE Olivares Vivos project, reveal that taste alone is not the sole criterion in their purchasing decisions; factors such as organic origin and production methods also play a crucial role.
Revisiting the field visit, the German journalists displayed significant interest in the agri-environmental framework of the Olivares Vivos model. The seemingly straightforward and logical scheme left a lasting impression, prompting surprise among the journalists that such a model was not universally applied across all agricultural practices.
These conferences underscore the global enthusiasm for Extra Virgin Olive Oils (EVOOs) that not only assure exceptional product quality but also emphasize the importance of their origin. In essence, the focus is on ensuring that quality oils are derived from high-quality olive groves, marking a shift towards a holistic approach to olive oil production.