Fresh Produce

Olive You Campaign Kicks Off Third Year At IFE In London

By Steve Wynne-Jones
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Olive You Campaign Kicks Off Third Year At IFE In London

The Panhellenic Association of Table Olive Processors, Packers and Exporters (PEMETE) will be present at the International Food & Drink Event (IFE) on 17-20 March at ExCeL in London, with the promotional programme 'OLIVE YOU: Europe’s Finest Table Olives', co-financed by the European Union.

OLIVE YOU will be located at the heart of the Greek Pavilion, with a contemporary premium booth (South Hall, stand S3420F and S3420E).

During the trade fair, OLIVE YOU will highlight the modern profile of the European table olives from Greece and will inform visitors about the quality and organoleptic characteristics of this flagship product, by inviting them to taste new commercial types of the most popular varieties (Chalkidiki, Kalamata and Konservolia).

At the same time, professionals from the distribution and HoReCa sectors will be asked to complete campaign questionnaires to provide insights on the UK audience’s current perceptions about table olives, and on current market trends relating to varieties, packaging and commercial types of table olives.

Raising Consumer Awareness

Table olives have a broad consumer reach, and the objective of OLIVE YOU in the UK is to establish the product, not only in supermarkets, but also at the core of general consumer awareness, as a delicious ingredient in recipes or a snack.


In this third and final year of the OLIVE YOU: Europe’s Finest Table Olives campaign in the UK, promotional actions have been developed to target chefs, foodies, retail professionals and consumers of all ages, through advertising, sampling, masterclasses, tasting events, promotions in POS and so forth, aiming to further increase awareness about the nutritional value and benefits of this food product.

OLIVE YOU, is a three-year promotional program of PEMETE, co-financed by the European Union, and aimed at informing consumers and professionals about the quality, variety, taste characteristics and benefits of European table olives, increasing demand and developing awareness in the non producing countries in the European zone, and seven other countries around the globe.

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