With the completion of its second year, the Ecceamerica project—co-financed by the European Union—has significantly strengthened its footprint across the United States and Canada, reinforcing the presence and reputation of certified European organic products in North America. Building on the momentum established in its inaugural year, the initiative has expanded its network of partners, deepened engagement with consumers, and further elevated awareness around the quality, sustainability, and cultural heritage embedded in European organic production.
Led by UNAPROL – Consorzio Olivicolo Italiano and CAP – Confederação dos Agricultores de Portugal, the project continues to position European organic extra virgin olive oil and wine as benchmarks of excellence. These products are increasingly recognized not only for their superior taste profiles but also for their adherence to rigorous certification standards, environmentally responsible production practices, and deep-rooted agricultural traditions. As North American consumers grow more conscious of food origins and sustainability, Ecceamerica’s efforts are proving both timely and impactful.
Throughout its second year, the initiative placed a strong emphasis on creating meaningful, direct interactions between consumers and products. By targeting both the horeca (hotel, restaurant, and catering) sector and retail environments, the project ensured a comprehensive approach to market engagement. This dual-channel strategy allowed consumers to experience European organic products in everyday shopping scenarios as well as curated dining experiences.
In Canada, the “Taste” journey served as a cornerstone of the year’s activities. Major urban centers such as Toronto, Vaughan, and Ottawa became focal points for consumer outreach. Across these cities, 10 retail stores hosted a total of 154 promotional days, offering shoppers the opportunity to sample certified European organic extra virgin olive oil. These in-store experiences went beyond simple tastings; they provided educational insights into product origin, traceability, and quality standards. By transforming routine grocery shopping into an informative experience, the initiative encouraged consumers to make more thoughtful and informed purchasing decisions.
Simultaneously, the restaurant sector played a vital complementary role. In cities including Toronto, Oakville, and Vaughan, 10 participating restaurants hosted an additional 154 promotional days. Within these settings, chefs incorporated European organic extra virgin olive oil into a variety of dishes, showcasing its versatility and enhancing its sensory appeal. This experiential approach allowed diners to appreciate the product in real culinary contexts, reinforcing its value not just as an ingredient, but as a defining element of quality cuisine.
The United States also witnessed robust engagement during the project’s second year. Between November and December 2025, Ecceamerica rolled out an extensive promotional campaign spanning key metropolitan areas such as New York, New Jersey, Los Angeles, and Las Vegas. Through collaborations with both retail outlets and restaurants, the initiative achieved more than 300 promotional days, significantly amplifying its reach and visibility in one of the world’s most competitive food markets.
A defining takeaway from the second year has been the recognition that long-term impact cannot be achieved through promotions alone. Instead, sustained influence requires investment in education—particularly among younger generations and aspiring professionals within the food industry. To this end, Ecceamerica organized a series of masterclasses across the United States and Canada, targeting students from culinary schools and specialized institutes.
These sessions combined theoretical knowledge with practical application, offering participants a comprehensive understanding of European organic extra virgin olive oil. Through guided tastings and hands-on exercises, students refined their sensory evaluation skills, learned to distinguish between varying quality levels, and gained a deeper appreciation for the significance of European certification systems. Such training not only enhances individual expertise but also contributes to raising overall standards within the food and hospitality sectors.
The success of these educational initiatives underscores the importance of cultivating informed consumers and professionals who can carry forward the values of quality and sustainability. By equipping future chefs, buyers, and industry leaders with the necessary knowledge, Ecceamerica is helping to shape a more সচ
As the project moves into its third year, the focus will shift from “Taste” to “Sight,” marking a new phase centered on visual literacy and consumer awareness. This upcoming stage aims to empower individuals to better understand product labels, पहचान European quality logos, and interpret certification marks. By enhancing consumers’ ability to identify authentic organic products, Ecceamerica seeks to foster even greater confidence and responsibility in purchasing decisions.
Ultimately, the second year of Ecceamerica has solidified the growing recognition of European organic products across North America. With a strong foundation now in place, the initiative is well-positioned to build on its achievements, further bridging the gap between producers and consumers. While taste may initially capture attention, it is knowledge—rooted in transparency, education, and trust—that ensures lasting impact and guides truly informed choices.
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