A Madrid-based inter-governmental
organisation will spend a million euros (Rs
58 million) in a three-year campaign to ramp
up olive oil sales in India by pointing to its
culinary and health benefits, reports the news
agency IANS.
Of this, 500,000 euros will be spent between
May and December on a series of events involving
the media, the hospitality industry and schools,
with the International Olive Oil Council (IOOC)
hoping to see sales rise by at least 60 per
cent a year over the next few years from the
current 2,000 tonnes.
“We want to show you that you can use
olive oil with great success in Indian cuisine,”
IOOC Executive Director Habib Essid said during
a visit to New Delhi to inspect the arrangements
for the promotion.
“In India, people know about olive oil
as a medicine and a cosmetic; so they know about
the good aspects of olive oil. But they don’t
know too much about using it as a food ingredient,”
he said.
“We’ve launched the initiative
after much ground work and a close study of
the market,” Essid added. “We foresee
an increase in consumption of 60 per cent every
year over the next few years.
The United Nations Development Programme (UNDP)
established the IOOC in 1956 to govern the International
Olive Oil Agreement that came into force the
same year.
For the complete story, go to: http://www.olives101.com
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