`'Believe in Olive Oil' Campaign to Launch in Japan - Olive Oil Times



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The International Olive Council (IOC) has announced plans to launch its ​,warBelieve in Oil” cam­paign in Tokyo on July -, -.

による lat­est IOC newslet­ter, the launch will include a series of events, start­ing with a press con­fer­ence for Japanese media which will include a lec­ture on the オリーブオイルの健康上の利点 by Dr. Tsuneo Matsuike, a spe­cial­ist in inter­nal med­i­cine and gas­troen­terol­ogy. This will be fol­lowed by an olive oil tast­ing and a lunch recep­tion at the Happo-en restau­rant in Tokyo. The event will con­clude with a talk by a ​,warcelebrity olive oil ambas­sador” appointed for the cam­paign.

The IOC announce­ment did not men­tion bud­get fig­ures for the new cam­paign.

A cook­ing show is also in the plans as part of the cam­paign fea­tur­ing the chef Tamura, a third-gen­er­a­tion chef at the Tokyo restau­rant Tsukiji Tamura, with invi­tees includ­ing media and indus­try pro­fes­sion­als as well as importers and rep­re­sen­ta­tives of the Japanese gov­ern­ment, the IOC said.


The IOC cam­paign in Japan aims to pro­mote olive oil and its health ben­e­fits while intro­duc­ing new fla­vors for use in tra­di­tional Japanese cui­sine. The ini­tia­tive, the IOC said, is also an oppor­tu­nity to pro­mote the agen­cy’s mar­ket­ing stan­dard and encour­age its appli­ca­tion in Japan.

According to the IOC newslet­ter, for the first six months of the -/- crop year imports of olive oil increased by - per­cent in Japan over the same period last year, with almost all of the gain hap­pen­ing in March. Japan is the sec­ond biggest non-EU importer of olive oil from Spain after the U.S., and the third biggest non-EU importer of Italian olive oil.

Last year, Japan con­sumed - tons of olive oil, accord­ing to IOC fig­ures, or about - ml (- oz) per per­son.

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