Chile Oliva Launches "Truly Extra Virgin" Campaign
Asks Consumers "How Virgin is Your Extra Virgin?"
Apr 10, 2012, 06:00 ET
NEW YORK, April 10, 2012 /PRNewswire/ -- Today, Chile Oliva, the Chilean Association of Growers and Producers of Olives and Olive Oil, launches its first consumer campaign in the U.S., which asks the question "How Virgin is Your Extra Virgin?" The mission of the campaign is to expand the position of Chilean extra virgin olive oil into new markets, with a focus on New York, Miami and Boston. The campaign was created by Vivaldi Partners Group, a global brand strategy and marketing consulting firm.
The campaign challenges savvy gourmets to test their palettes to see what truly extra virgin olive oil should taste like. Online and offline activities will engage these discerning consumers through ChileOliveOil.com, Twitter parties, live tasting events and with tips from a distinguished chef. Consumers will be able to enter sweepstakes, enjoy tasting tips and host a house party supplied with the smoothest and boldest olive oils from Chile.
In producing its high-quality olive oils, Chile's advantages are many. Olive groves in the Chilean valleys are insulated by the Andes Mountains to the East, Pacific Ocean to the West, Atacama Desert up in the North and Patagonia in the South. These natural boundaries form a shelter to grow any cultivar under optimal growing conditions. The country's Mediterranean climate yields conditions that allow olives to reach optimum maturity. In fact, over 90% of olive oil produced in Chile is extra virgin; this is one of the highest ratios of extra virgin olive oil production in the world. Additionally, these oils have some of the lowest acidity levels (as low as 0.2%), a hallmark for truly extra virgin olive oil, whose free acidity has a maximum of 0.8%.
"Chile boasts ideal conditions for growing the fruitiest olives and producing extraordinary olive oils," says Arturo Leiva, President of Chile Oliva, the Chilean trade association represents over 40 brands of Chilean olive oil, including extra virgin olive oil bottlers, venders and suppliers. "One reason that Chile's extra virgin olive oil is truly extra virgin is that a Chilean olive's travel time from tree to oil is less than 24 hours. Less travel time means a fresher olive oil." Leiva continues, "It is important for consumers to educate themselves and read the labels on their products to know where their food is coming from and how it is made to ensure they are getting the freshest and best quality product for their money. Our olive oils are grown and produced only in Chile."
Industry experts have taken notice. In March, a Chilean olive oil took top prize at the Sol de Oro competition in Verona, Italy. Chilean oils have recently pocketed gold medals at the Los Angeles EVOO Competition, a silver medal at the 12th Concorso Internazional, and scored a 92 at Flos Olei, the Cannes of olive oil competitions. This campaign aims to make chefs and gourmet-focused consumers alike aware of what the competition judges have already decided.
Attentive harvesting methods to preserve the olives' natural integrity and the absence of pests, such as the olive fly, in Chile further create a nurturing environment for production. Streamlined New World production with mills on-site in the fields allows Chilean olives to go quickly from tree to oil. The entire process, including when the olives are harvested, cold-pressed and bottled, is orchestrated right at the orchard.
"The Chilean olive oil industry continues to achieve even greater excellence in product integrity, which has translated into fabulous market growth," states Felix de Vicente, Director of ProChile, the Trade Commission of Chile, whose mission is to make Chile a global food powerhouse with a tantalizing variety of wholesome products. "There has been a 1,000% increase in tons exported from 2007 to 2011 and total orchard size has quintupled since 2005. We're very proud of our producers and partners and excited for the future in the U.S. and in the 40 other countries our olive oil is sold."
The social media arm of the campaign includes ChileOliveOil.com, a website and a mobile web app for olive oil addicts. A geolocation feature lets consumers know exactly where to find retailers where Chile Olive Oil is sold. Gourmets can access and upload recipes, tasty news, contests and invitations to special events. Additional efforts will live on twitter.com/ChileOliveOil and on facebook.com/ChileOliveOil.
About Chile Oliva
Chile Oliva is the Chilean Association of Growers and Producers of Olives and Olive Oil, which represents over 40 brands of Chilean olive oil including extra virgin olive oil bottlers, venders and suppliers. The Chilean trade guild's mission is to expand the position of Chilean extra virgin olive oil into new markets.
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SOURCE Chile Oliva
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