And in the world of trade, it operates within an increasingly competitive international context that is becoming less and less European, with the emergence of new production hubs such as North Africa, which represent the future of production.
The APO Catania general meeting, held on 13 June, provided an opportunity to explore market issues in greater depth: “… Sicily, and Mount Etna in particular, is fortunate enough to produce oils with a captivating and pleasant fruitiness. Moreover, a great many people already choose Sicily; they come for tourism, to discover its places and culture, including its gastronomy. These are consumers who are already naturally inclined to promote a region they love.” explained Alberto Grimelli, director of Teatro Naturale.
Therefore, the driving forces behind high-quality, high-value-added olive cultivation such as that practised in Sicily are hedonism, experience and sustainability, together with the recognised health benefits associated with top-quality extra virgin olive oil. We must pursue the path of promotion, including through available tools such as PDO and PGI.
