On the occasion of the Anuga international food fair, the Pan-Hellenic Association of Processors Packers- Exporters of Table olives (PEMETE), presented the ‘Olive You’ campaign in Germany.
The group’s participation in the event forms part of a three-year promotional program for PEMETE, co-financed by the European Union, which aims to inform consumers and professionals about the quality, variety, taste characteristics and benefits of European table olives, increasing demand and developing awareness in non-producing countries across the continent.
Anuga is one of the world's leading international food and beverage trade fair exhibitions. Around 165,000 visitors from 198 countries attended this year’s event, as well as 7,400 exhibitors from 107 different countries. Greece had the sixth-highest level of participation, with more than 200 companies exhibiting a wide variety of quality foods.
Enhanced Profile
The PEMETE’s ‘Olive You’ pavilion enhanced the profile of European table olives by attracting more than 20,000 food professionals. Visitors had the opportunity to taste multiple European table olive varieties – Halkidiki, Kalamata, Konservolia and others. They also learned about new commercial types and packages.
In addition, the ‘Olive You’ promotional team gave away brochures with information on the most popular European table olives varieties, ‘Olive You’ pins and product samples. The team selected valuable market and consumer information from questionnaires gathered from many of the visitors asking about their consumption preferences.
The goals of ‘Olive You’ campaign at Anuga 2017 were achieved. Visitor awareness was increased and business meetings were successfully organised, which led to the conclusion of new commercial agreements.
About The Campaign
The three-year ‘Olive You’ campaign will reach out to journalists, chefs, distributors, retailers and consumers of all ages, through advertising and promotions, events, samplings, publicity measures and taste panels; with a view to further teaching the public, opinion leaders and professionals about the nutritional value of olives, their use in local cuisines, natural advantages and commercial benefits.
PEMETE’s 46 members represent more than 90% of Greece’s exports of some outstanding and unique natural Greek table olive varieties, such as ‘Konservolia’, ‘Chalkidiki’, ‘Kalamata’, and small quantities of ‘Throuba’ and ‘Megaritiki’.
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