Bellucci 100% Italian Extra Virgin Olive Oil Launches Its 'Get Fresh with An Italian' Campaign

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May 15, 2015, 10:42 ET

FRESNO, Calif., May 15, 2015 /PRNewswire/ -- When Bellucci launches its 'Get Fresh with An Italian' campaign this week, home chefs will have unprecedented transparency and access to information about the extra virgin olive oil they purchase. The campaign hinges on the company's state-of-the-art traceability system and aims to build consumer trust in the wake of revelations about fraudulent practices and the communication of misinformation within the olive oil industry at large.

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"Our traceability system allows us to fulfill consumer demand for authentic, fresh, healthy, and honest EVOO," said CEO Gerard Jara. "We are able to connect small family growers in Italy and quality-driven, environmentally-conscious consumers around the world through our EVOO. People have access to the source and are given an opportunity to taste the exciting variations in flavor that come from origin, while knowing that they are purchasing a product from small family growers whose methods rely on traditional small-scale practices that protect the land."

With the company's new Bellucci Traceability App, consumers can trace any Bellucci bottle to the town and mill of origin. Industry convention usually designates only the country or countries, and occasionally the region, in which the oil originates.

In order to overcome the deficit in flavor of most of the EVOO sold on US shelves, Bellucci delivers its EVOO to merchants upon harvest. The comparative freshness of their product prompted the company to indicate the date of harvest on the front label—a feature previously unseen on olive oil labels. Freshness, like product purity and origin, is a key component of outstanding EVOO. Freshness is also correlated with EVOO's health-giving properties.

The company's new label design also counters the confusing and misleading information characteristic of EVOO packaging.

Bellucci began selling its EVOO in the US last year. The majority owners of the brand are small growers in rural Italy who first joined together in cooperatives in the 1950s and 1960s. Their collective effort strives to ensure the viability of traditional non-industrial growing methods and the livelihood of small-scale olive growers. Due in large part to their practices, the land they cultivate is considered among the most pristine and well-preserved agricultural regions in the world. Their traceability program recognizes the wide-ranging contributions of their many members and supports the fair distribution of income along the entire value chain.

More information about Bellucci's partnership with the OL.MA and Montalbano cooperatives and about EVOO appreciation, history and production is available at Belluccipremium.com.

Contact: Gordon Brink, Candor-AGS; (559) 579-7417; [email protected]

SOURCE Candor-AGS Inc.