The project

The project “ECCEUKCH – The excellence of European olive growing in the United Kingdom and Switzerland” is a three-year information and promotion programme dedicated to high-quality European extra virgin olive oil. It is promoted and implemented by the Collegio Toscano degli Olivicoltori OL.MA. S.a.c. (OP OLMA), OP Latium, and the EAC, Association of Exporters of Crete, with the co-financing of the European Union under Regulation (EU) No. 1144/2014. 1144/2014.

The initiative aims to strengthen awareness and consumption of European PDO and PGI-certified extra virgin olive oil in the United Kingdom and Switzerland, two key markets for the sector’s competitiveness. This is particularly important in the UK, where the exit from the EU (Brexit) has led to a decline in imports of traditionally Mediterranean food products.

The programme seeks to increase consumer awareness of the nutritional, health and organoleptic values of European extra virgin olive oil, promoting its image as a safe, traceable and sustainable product, a symbol of healthy eating and the Mediterranean lifestyle. At the same time, it enhances Protected Designations of Origin (PDO) and Protected Geographical Indications (PGI) as guarantees of authenticity and connection with production territories, thus increasing market share in areas that have experienced challenges, such as post-Brexit UK.

To achieve its goals, ECCEUKCH adopts an integrated communication and engagement approach: on the one hand, a digital strategy focused on the Internet, using web, social media, banner advertising in contextual and remarketing systems, tools that are widely used today; on the other hand, a direct approach to opinion leaders, decision-makers, communication professionals, distribution stakeholders and the HoReCa sector.

In parallel, the project offers live experiences, such as guided tastings in restaurants and retail outlets, events and training sessions, aimed both at consumers, curious to discover the taste and benefits of European extra virgin olive oil, and at industry professionals, from restaurateurs and distributors to hospitality schools. In this way, ECCEUKCH seeks to bring more people closer to the richness of flavours, territories and values that make European olive oil unique.

ECCEUKCH is part of the European Farm to Fork and Green Deal policies, promoting greater awareness of the value of healthy eating, access to a balanced lifestyle, and a holistic approach integrating food, health, well-being and Mediterranean tradition.