ECCEUKCH Concludes First-Year EU Olive Oil Promotion Campaign in UK & Switzerland
The first year of ECCEUKCH – The Excellence of European Olive Growing in the United Kingdom and Switzerland – has officially concluded, marking a significant milestone in a three-year information and promotion programme dedicated to high-quality European extra virgin olive oil (EVOO). Co-financed by the European Union under Regulation (EU) No 1144/2014, the initiative is designed to strengthen awareness, appreciation, and recognition of premium olive oils bearing PDO (Protected Designation of Origin) and PGI (Protected Geographical Indication) certifications in two strategically important markets: the UK and Switzerland.
The programme is promoted by a consortium of leading olive oil organisations, including the Tuscan Association of Olive Growers OL.MA. S.a.c. (OP OLMA), OP Latium, and the EAC – Association of Exporters of Crete. Together, these entities represent some of the most prominent olive-growing regions in Europe, each contributing expertise, heritage, and a commitment to quality production. Through ECCEUKCH, they aim not only to showcase the excellence of European olive oil but also to educate consumers and industry stakeholders about the value of certified origin products and the rigorous standards behind them.
During its first year, ECCEUKCH rolled out a comprehensive and multifaceted programme of activities, combining in-person engagement with digital outreach to maximize impact. A strong emphasis was placed on experiential marketing, particularly in Switzerland, where the initiative successfully created numerous opportunities for direct interaction between consumers and the product. Retail promotions and catering-sector collaborations served as key touchpoints, allowing consumers to experience high-quality EVOO firsthand.
Guided tastings played a central role in these activities, offering participants the chance to explore the sensory characteristics that distinguish PDO and PGI extra virgin olive oils. Through these sessions, consumers learned to identify key attributes such as aroma, flavor profiles, and texture, as well as the influence of geographic origin and traditional production methods. Informational materials and expert-led discussions further enriched the experience, deepening understanding of the cultural and agricultural significance of European olive oil.
Complementing the on-the-ground initiatives was a robust digital communication strategy. By leveraging social media platforms and targeted advertising campaigns, ECCEUKCH was able to amplify its message and extend its reach beyond physical events. This integrated approach ensured that the programme’s narrative—centered on quality, authenticity, and traceability—resonated with a broader audience. The digital campaigns also helped sustain engagement over time, reinforcing key messages and encouraging ongoing consumer interest.
Among the more innovative aspects of the first-year programme was an initiative linked to the pizza delivery sector. By incorporating customised project stickers and promotional messaging into pizza packaging, ECCEUKCH tapped into everyday consumption habits, bringing the concept of premium olive oil into familiar and accessible contexts. This creative approach allowed the programme to connect with consumers in a casual setting, highlighting the role of high-quality EVOO even in simple, everyday meals.
The Swiss market, in particular, proved to be highly receptive to these efforts. Over the course of the year, ECCEUKCH conducted more than 400 promotional days across various cities in Switzerland. These activities were carried out in collaboration with major retail and foodservice partners, including the well-known Manor chain. Such partnerships were instrumental in ensuring visibility and credibility, as well as facilitating direct engagement with a diverse consumer base.
Looking ahead, the programme aims to replicate and expand these successful initiatives in the United Kingdom. While the first year established a strong foundation in Switzerland, the next phase will focus on scaling up activities in the UK market, particularly through collaborations with major retail chains and foodservice operators. By doing so, ECCEUKCH seeks to reach a wider audience of British consumers and further strengthen the presence of European PDO and PGI extra virgin olive oils.
In addition to consumer-focused activities, ECCEUKCH has actively participated in major international trade fairs, recognizing the importance of engaging with industry professionals, buyers, and stakeholders. These events provide valuable platforms for networking, knowledge exchange, and business development. The programme’s trade fair calendar began with the Speciality & Fine Food Fair in London, followed by participation in OLMA in St. Gallen, Switzerland.
A key highlight marking the transition from the first to the second year is ECCEUKCH’s presence at the International Food & Drink Event (IFE) in London, which runs until 1 April 2026. At this event, the programme is showcased through an 18-square-metre stand designed as an interactive meeting and tasting space. Visitors have the opportunity to sample a curated selection of PDO and PGI extra virgin olive oils and engage directly with representatives from the promoting organisations. This hands-on approach not only enhances product visibility but also fosters meaningful dialogue with industry stakeholders.
ECCEUKCH is firmly aligned with broader European policies aimed at promoting high-quality agri-food products. By raising awareness of PDO and PGI certification schemes, the programme contributes to a greater understanding of the value of origin-based labeling and the guarantees it provides in terms of quality, authenticity, and traceability. Furthermore, the initiative supports the objectives of the European Union’s Farm to Fork Strategy and the Green Deal, both of which emphasize sustainability, transparency, and informed consumer choices within the food system.
As the programme moves into its second year, the focus will be on consolidating the progress achieved so far and building on the momentum generated during the initial phase. This includes expanding the scope of activities, strengthening partnerships, and continuing to innovate in terms of consumer engagement. By maintaining a balanced approach that combines experiential marketing, digital communication, and industry outreach, ECCEUKCH is well-positioned to achieve its long-term objectives.
Ultimately, the first year of ECCEUKCH has demonstrated the effectiveness of a coordinated and strategic approach to promoting European extra virgin olive oil. Through its diverse range of initiatives, the programme has successfully brought the story of high-quality EVOO to life, connecting consumers with the rich heritage, craftsmanship, and values that define European olive growing. With two years still to come, ECCEUKCH is set to further enhance its impact, fostering a deeper appreciation for PDO and PGI olive oils and reinforcing their place in both everyday consumption and the global marketplace.
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