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Case Study: Boom time for olives

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DRPR Drumbeat

Case Study
It's an exciting time for the Australian olive industry and DRPR's client the Australian Olive Association (AOA).

It has been a very busy few months for the industry with DRPR launching the Code of Practice and Australian Extra Virgin brand in the media in mid-2008. The ABC 7:30 Report story which revealed on 8 October the inferiority of many imported olive oils and outstanding quality of Australian Extra Virgin olive oil created a big boost in sales of Australian olive products.

The Australian Olive Expo, held in Canberra in October, also attracted a record crowd. DRPR was on the ground coordinating interviews and photo shoots for WIN Television, ABC radio, The Land, Good Fruit and Vegetables, OliveGrower & Processor, The Canberra Times and other targeted media outlets.

Olive Oil

Winners of the 12th National Extra Virgin Olive Oil Awards and the Australian Table Olive competition, announced at the Expo and through media releases, were recognised in dozens of media outlets across the country including the Herald Sun and Sydney Morning Herald. DRPR's localised stories for each winner also ensured widespread coverage in rural areas.

For the past few months, DRPR has been creating important relationships with journalists in the food, consumer, lifestyle and rural sectors, resulting in very positive media coverage gained for the Association week in, week out.

In addition to media relations, DRPR has been developing e-newsletter articles and an industry fact sheet as well as advising on website developments and stakeholder and government relationships. Our PR program has been designed to engage consumers, growers as well as local, state and federal politicians.

2009 is also looking ripe for further consumer awareness promotions, stakeholder engagement and upcoming events that will ensure greater visibility and growth for the local olive industry.

The Australian olive industry is poised to becoming a major Australian agricultural industry for local consumers and exports and DRPR is ready for the challenge.

For more information email us at or call us on 02 9413 4244.