Australians are one of the biggest consumers of olive oil outside of the Mediterranean, consuming almost two litres per person, per year.

Key points:

  • The International Olive Council is funding a $1.2 million dollar campaign to promote olive oil in Australia 
  • The three-year campaign will focus on the benefits, distinct features and different varieties of the oil
  • A national industry body wants more focus on locally produced extra virgin olive oil 

However, olive oil is only found in about 65 per cent of Australian homes.

To raise its profile in Australia, the International Olive Council (IOC) will launch a $1.2 million campaign across three years. 

The intergovernmental organisation is currently assessing tenders for the campaign, to be launched in September, which will promote the different varieties, distinct features and health benefits.

Australian Olive Oil Association president David Valmorbida said he had been pushing for the initiative for some time.

Australia produces less than 0.5 per cent of the world’s olive oil supply, most of which is extra virgin.(Supplied: Pendleton Olive Oil)

“Anything that helps promote the consumption of olive oil and helps further the education of consumers … is going to help the industry because it’s about creating demand,” Mr Valmorbida said. 

“It’s about Australians consuming a healthy product, and we like to say olive oil is the healthiest everyday fat or oil you could use.”

While the first olive trees in Australia were planted in the Sydney basin in the early 1800s, the commercial olive oil industry only took off in the 1990s. 

He said he hoped the campaign would encourage additional investment in the industry. 

As Australia is not a member of the IOC it cannot direct the campaign, but Mr Valmorbida said he hoped local producers could piggyback off its messages.

The campaign will promote both imported olive oil, as well as Australian-made products.

Australian Olives Association chief executive Michael Southan said he would have preferred a local focus. 

“But I can understand why they are doing that because there’s still a lot of olive oil being imported,” Mr Southan said. 

“Over recent years the industry has really geared up and we’ve seen some excellent, in fact, some of the best quality extra virgin olive oil … produced here in Australia.

Last year was a record year for olive oil in Australia, with about 20 million litres produced. In 2002, production was less than one million litres. 

Most of the nation’s olives are grown in Victoria, but the number of growers in South Australia is just shy of 200.(Supplied: Pendleton Olive Oil)

“It’s a fantastic result for our industry, which is very young — it’s just going from strength to strength.”

Additionally, Mr Southan said he had hoped he IOC would put an emphasis on promoting extra virgin olive oil.

“It’s what the health benefits of olive oil are associated with,” he said.

“It’s also what the consumers have become accustomed to.”

Alternative oils like coconut and rice bran have taken some market share in recent years as other healthy options.

However, Pendleton Olive Oil executive director Nick Whiting said the campaign presented an opportunity for myth busting.

“The quality of [imported] oil coming in has increased as Australia has started producing our own high-quality oil.

“But it’s really just about that people are choosing the product that suits them and ensuring they are getting the value they are looking for.”

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