MEDIA RELEASE 23 October 2008
Australian olive industry gets a new identity
The Australian Olive Association is launching the olive industry's new brand,
Australian Extra Virgin.
The Australian Extra Virgin brand aims at raising awareness and educating
consumers about the health benefits, freshness and quality of Australian Extra
Virgin olive oil.
As part of this campaign, the Association has introduced a website,
www.australianextravirgin.com.au, which features recipe ideas, health benefits
of extra virgin olive oil, a media section, facts about the Australian olive
industry and much more.
A brochure, various point-of-sale material and posters with the slogans 'Your
body needs an oil change too' and 'No additives. Lots of plusses' have also been
created to further inform consumers. Australians can expect to see the
Australian Extra Virgin branding material appearing in the next few weeks.
Olive oil judge, owner and chef of Pendolino restaurant (Sydney), Nino Zoccali,
applauded the introduction of Australian Extra Virgin.
"Australians are becoming more aware of all the health benefits and fantastic
quality our local producers can offer and Australian Extra Virgin should help
communicate these messages," Zoccali said.
"Personally, I love extra virgin olive oil because of all its flavours. It is a
traditional part of Italian cooking. Plus the quality of Australian Extra Virgin
olive oil is outstanding," he added.
Australian extra virgin olive oil is versatile and can be used everyday as an
ingredient or accompaniment to food and for almost all forms of cooking.
Paul Miller, president of the Australian Olive Association, said the Australian
Extra Virgin campaign will help consumers make a more informed choice on the
healthiest and freshest type of olive oil to consume.
"With the new Australian Extra Virgin logo featuring on approved products,
consumers will be able to identify local extra virgin olive oils that meet the
highest industry standards," Miller said.
"Research has shown that extra virgin olive oil is the most beneficial olive oil
for health. It is rich and diverse in protective antioxidants which may help
lower bad cholesterol and maintain the beneficial HDL cholesterol," he added.
Australian extra virgin olive oil is the natural oil from quality olives that
have been picked straight off the tree and extracted as soon as possible without
the use of chemicals or excessive heat. This ensures that the oil's health
benefits, flavour and freshness are maximised.
Research has shown that Australian olive oils meet or exceed the range and level
of quality generally expected in olive oils from other countries .
In conjunction with Australian Extra Virgin, the Association has recently
introduced an industry Code of Practice that supports quality, authenticity and
confidence in the Australian olive industry. This Code is a world first and
helps differentiate the Australian industry and its products.
Consumers will be able to identify certified products by the official Certified
Australian Extra Virgin logo (right) to be used on labels of approved products.
The labels should start appearing on products in the next few months.
Under the new Code, the Association is also undertaking random surveillance of
local and imported olive oils to ensure Australian consumers can confidently buy
extra virgin olive oil knowing that it really is extra virgin.
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 Australian Extra Virgin is available at
www.australianextravirgin.com.au or by calling (02) 9863 8735.
Released for the Australian Olive Association by Dennis Rutzou Public Relations
(www.drpr.com.au)
For further information please call Kim Larochelle or Anthia Crosby on (02) 9413
4244.
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