European Extra Virgin Olive Oil “Look at China” Project Press Conference Held in Guangzhou

On January 22, 2026, as a key component of the EU-co-funded “EcceChina” project, a press conference focusing on European Protected Designation of Origin (PDO), Protected Geographical Indication (PGI), and organic-certified extra virgin olive oil was successfully held in the Polaris Hall of the Four Seasons Hotel Guangzhou. The project aims to promote extra virgin olive oil in the Chinese market and enhance its perceived value.

This event was supported by the Guangdong Imported Food Association and attracted extensive media coverage, including mainstream outlets such as China News Service and China Daily (China.com); financial and business media such as 21st Century Business Herald, Hong Kong Commercial Daily, and Ta Kung Pao; key Greater Bay Area media including Yangcheng Evening News, New Express, Guangzhou Daily, Guangdong TV (Bay Area Express), Guangdong-Hong Kong-Macao Times Network, Guangdong-Hong Kong-Macao News Network, Guangdong Morning Post, and Guangdong-Hong Kong-Macao Information; lifestyle and industry vertical media such as Gourmet Magazine, Wine Magazine, and LeSou Guangzhou; as well as food safety and industry professional media including China Food News, China Food Net, Safe Food News, China Food Safety Net, FoodMate, China Food Information Net, and ShiJie Net.

The press conference is part of the official program of the “EcceChina” project, initiated by Unaprol (the Italian Olive Growers’ Consortium) with funding from the European Union. Spanning three years, the project seeks to promote extra virgin olive oil, with a particular focus on PDO, PGI, and organic certified products. It aims to raise awareness of European production models, highlight the value of quality certifications, strengthen the link between product, territory, and tradition, and help European extra virgin olive oil gain greater competitiveness in the Chinese market—one of the most promising markets for high-quality agricultural products.

The press conference agenda was as follows:2:30–3:00 PM: Registration and welcome reception for attendees;3:00–4:00 PM: Official launch of the “EcceChina” project, with in-depth explanation of its objectives, activity plan for the China region, and the core value of the European certification system;4:00–4:30 PM: Live connection with UNAPROL, which provided first-hand insights into Europe’s olive growing systems, strengthening the market link between origin and China;4:30–5:00 PM: Media briefing, offering a dedicated communication platform for journalists and local stakeholders.

During the conference, representatives from the project team and partner organizations explained the planned goals, communication and promotional strategies targeting the Chinese market, and emphasized the premium positioning of certified European extra virgin olive oil, creating business opportunities for importers, distributors, and professionals in the food and beverage sector.

Following the narrative and educational philosophy of the “See China” project, this press conference marked an important conceptual shift: while the first year focused on the sense of smell (key sensory skills for identifying aromas and defects in extra virgin olive oil), this year’s emphasis moved to taste—the core element of the tasting experience. The project’s framework revolves around evaluating extra virgin olive oil through three senses—sight, smell, and taste—fundamental tools for learning to distinguish excellence, authenticity, and certified products, especially in a globalized market with increasingly diverse commercial choices.

Developing the sense of taste means equipping Chinese consumers and professionals with concrete skills to recognize the balance, harmony, and sensory complexity of PDO, PGI, and organic extra virgin olive oils, enabling them to make informed and conscious purchasing decisions. In this sense, taste is not merely a sensory experience but also a cognitive act that deepens the connection between production methods, regional identity, and European certified quality.

Within this context, the China press conference holds fundamental strategic significance, providing an exceptional opportunity for direct dialogue with media, opinion leaders, and industry practitioners. In a market where food safety, traceability, and sustainability are under growing attention, institutional participation helps strengthen consumer confidence in the European quality system and clarifies the added value of PDO, PGI, and organic certifications—the very features that set European extra virgin olive oil apart from ordinary or non-certified products.

Finally, this event represents an important opportunity to promote cross-cultural exchange, deepen EU-China dialogue, and raise Chinese consumer awareness of European extra virgin olive oil—a premium product emblematic of the Mediterranean diet, carrying centuries of heritage in quality, authenticity, and sustainable tradition, and embodying unique nutritional value, cultural meaning, and culinary appeal.