With the conclusion of its first year of activity, the Ecceamerica project, co-financed by the European Union, celebrates the results obtained in the markets of the United States and Canada. UNAPROL – Consorzio Olivicolo Italiano and CAP – Confederação dos Agricultores de Portugal, promoters of the initiative, draw a more than positive balance: European organic Extra Virgin Olive Oil and wine are confirmed as ideal ambassadors of quality, sustainability and tradition.

Points of sale, restaurants and educational programs: the beating heart of Ecceamerica

The project took shape through a multifaceted promotion program in stores, restaurants and with training initiatives, designed to enhance European agrifood excellence and directly involve consumers.
In the United States, 7 points of sale were involved, for a total of 181 promotional days, in addition to the 140 days promoted by 13 participating restaurants.
Canada also responded enthusiastically: 11 outlets in the cities of Toronto, Vaughan and Oakville hosted 120 days of promotional activities, while 7 restaurants in Toronto organized more than 105 dedicated days, with great participation from consumers.

But the project was not limited to direct promotion to consumers or professionals: a key role was also reserved for training, considered a strategic investment in the future of gastronomy. For this, five training seminars were organized dedicated to the chefs of tomorrow, with the aim of spreading the culture of European organic Extra Virgin Olive Oil and raising awareness of its distinctive characteristics among new generations. In the United States, three sessions were held at the Institute of Culinary Education (ICE), one of the most prestigious culinary training centers in the country, precisely at the Los Angeles location. In Canada, on the other hand, two sessions were held at NAIT – Northern Alberta Institute of Technology, specifically within the Culinary Arts and Professional Food Services department of the JR Shaw School of Business, one of the most recognized in North America for the quality of teaching in the culinary and hospitality fields. During the meetings, students had the opportunity to delve into tasting techniques, learn how to distinguish an organic European extra virgin oil from a commercial oil, and discover how to enhance it in the kitchen with creative and sustainable preparations. The students’ involvement was remarkable: thanks to an experiential and interactive training, the young chefs were able to confront the values of quality, sustainability and tradition inherent in European products, bringing them closer to a conscious gastronomic culture in a concrete way.

A message that engages all the senses and a momentum toward the future

“Organic European Extra Virgin Olive Oil and Wine: unrepeatable sensations. Quality that involves all the senses”-this is the concept that inspired the entire campaign, transforming each activity into a true multi-sensory journey. The project has placed experience at the center, not only as a moment of consumption, but as an emotional journey capable of activating sight, smell, taste, through stories and gestures that accompany the culture of authentic and certified food.

The encounter between organic extra virgin olive oil and European wine created a coherent and harmonious sensory journey that allowed the values of environmental and ethical sustainability promoted by the European Union to be declined through immersive events, guided tastings, educational moments and collaborations with professionals from the gastronomic world. A new language, able to excite and involve, in which quality becomes a living and concrete experience.

The results of this first year represent not only a significant milestone, but a solid foundation from which to build the next two years of the project. The growing enthusiasm on the part of consumers, practitioners and local partners testifies to the effectiveness of the activities promoted and the increased awareness of European organic products. Ecceamerica will continue its journey with even greater momentum, aiming to consolidate and expand the presence of European organic oil and wine in the North American market, focusing on a winning mix of quality, culture, sustainability and the ability to evoke emotions through the senses.

For further details and updates on the initiative, see the official Facebook and Instagram profiles.