Public Relations Company

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MEDIA RELEASE 12 September 2008

Melbourne gets a peek at new Australian Extra Virgin olive oil campaign at Royal Melbourne Show
Victorian olive growers will reveal new standards that are due to set a precedent for the Australian extra virgin olive oil and table olive industry at the Royal Melbourne Show to be held at the Royal Melbourne Showgrounds from Thursday, 18 September to Saturday, 28 September.

The Victorian Olive Council (VOC), the peak industry body in Victoria, will be showcasing the new olive industry Code of Practice and Australian Extra Virgin material at its stand throughout the Show.

The Code of Practice and Australian Extra Virgin brand were developed by the national Australian Olive Association (AOA) to better support quality, authenticity and confidence in the Australian olive industry. The Australian Extra Virgin campaign, which can be viewed at, aims to raise awareness and educate consumers about the health benefits, freshness and quality of Australian extra virgin olive oil.

As part of the Great Tasting Trail within the Grand Pavilion, the Victorian Olive Council will offer three educational sessions per day on the benefits of extra virgin olive oil. These sessions will give visitors the opportunity to taste Australian extra virgin olive oils.

Visitors will also be able to discuss with Victorian olive growers showcasing their mainstream and boutique brands at the Victorian Olive Council stand.

In addition, the Royal Agricultural Society of Victoria (RASV) will be announcing the winners of the Victorian Extra Virgin Olive Oil Awards. Entrants will be invited to taste the winning oils.

Gwynedd Hunter-Payne, president of the VOC, said the Council recently became one of the first states to sign up to become part of the national Australian Olive Association.

"This is such a positive step forward. We are well on the way to having a united Australian industry. Victoria has been very supportive of this process so it is great that we were the first signatories, said Gwynedd.

The Australian Olive Association was founded in 1995 as the industry body to encourage research and dissemination of information and the sustained development of a national olive industry in Australia.

More information on the Australian Olive Association is available at or by calling (02) 9863 8735.

Released for Australian Olive Association by Dennis Rutzou Public Relations (
For further information please call Kim Larochelle or Anthia Crosby on (02) 9413 4244.

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