With the conclusion of its second year, the Ecceamerica project, co-financed by the European Union, is strengthening its presence in the US and Canadian markets, expanding its network of contacts and consolidating the visibility of European organic products. The promoters, UNAPROL – Consorzio Olivicolo Italiano and CAP – Confederação dos Agricultores de Portugal, emphasize how European organic extra virgin olive oil and wine are increasingly establishing themselves as symbols of certified quality, sustainability, and production culture.

During its second year, the project continued to create opportunities for direct contact with the public, promoting both the horeca and retail channels.

In the United States, the journey dedicated to “Taste” began at the table. Fourteen restaurants in New York and New Jersey organized 140 promotional days, transforming a simple tasting into a story of territory, tradition, and sustainable innovation. Certified extra virgin olive oil became the star of the dishes, enhancing recipes with a perfect balance of taste and authenticity. But precisely because certified and sustainable quality is not a luxury for the few, but a fundamental ingredient of a balanced diet—for young and old alike—Ecceamerica also brought its message to large retailers. Eight stores in Los Angeles and Las Vegas hosted 180 promotional days, also involving the best Eataly stores on the West Coast. Here, consumers were able to gain a concrete understanding of the meaning of European organic certification, comparing it with the wide range of products on the shelves. It was an opportunity to learn how to recognize quality, traceability, and distinctive organoleptic characteristics among hundreds of products and then make informed choices. Because even an everyday gesture, such as shopping for groceries, can become an informed and meaningful choice. The project also saw significant participation in Canada. In Toronto, Vaughan, and Ottawa, 10 stores hosted 154 promotional days, offering opportunities for the public to meet and learn more about the topic. In the restaurant sector, 10 establishments in Toronto, Oakville, and Vaughan hosted 154 days, during which the dining experience became a privileged tool for spreading a culture of conscious eating.

Training and skills: cultivating a culture of quality

The second year confirmed a clear principle: initiatives and promotions cannot have a lasting impact without a concrete investment in the training of young consumers and future operators in the sector. For this reason, the United States and Canada once again hosted masterclasses for students from specialized institutes, with theoretical and practical courses dedicated to the tasting and professional use of European organic extra virgin olive oil. Through an experiential approach, participants refined their tasting techniques, learned to recognize differences in quality, and understood the value of European certifications: fundamental skills for bringing awareness and quality to the cuisine of tomorrow.

Solid roots, new awareness

The second year of Ecceamerica consolidated the recognition of European organic products in the North American market. It was the year of taste: the sense that, more than any other, determines the quality of a good extra virgin olive oil and organic wine. Tastings, meetings, and training sessions shaped a coherent narrative of high standards, respect for the environment, and protection of production traditions. Now we look ahead to the third year, which will be dedicated to “Sight“: the sense that allows us to go beyond tasting, learning to read labels, recognize European logos, and interpret certifications. The hope is that this new phase will further refine the level of knowledge and make every purchasing choice even more informed, conscious, and responsible. Because taste wins us over, but it is knowledge that truly guides our decisions.

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