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Extra virgin Italian oil in India, but carefully

Not a competition with the Indian culinary traditions but the discovery of a new kind of food through a three year promotional campaign

Oliveitup, the three-year promotional campaign of EU oil in India, is ready to go. This initiative is by the Consortium for the Extra Virgin Olive Oil Quality (EVC). This initiative, fund by the EU and by the Ministry for the Agriculture and Forests, aims at increasing the use of olive oil in India, by promoting the knowledge of the qualitative and nutritional characteristics of the product for an aware use of it, in the full respect of the local culinary tradition.

Oliveitup is a word game that joints the word “Olive” with the exhortation to enjoy the life, “live it up”.
The focal point of these informative activities is the exploitation of the nutritional and healthy characteristics of the product. Oliveitup is then an invitation to the Indian people to adopt new habits for a healthier life style.

“We don’t want to contaminate a millenary culinary culture, like the Indian one, in the name of globalization. We perfectly know how important is to protect the authenticity of national recipes and products”, says the Chairman of the Consortium, Elia Fiorillo. “On the contrary, our campaign wants to be an opportunity to make the best of the two traditions, by making people aware of the nutritional and healthy properties of a product that really can improve the quality of life. This is the reason why our campaign will try to promote the product in the context of the local culinary traditions thanks to the use of Indian chefs and nutritionists”.

by S. C.
02 august 2010, Technical Area > Olive & Oil

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