A new and exciting sensory journey is at the starting line. Once again, the destinies of two European countries are intertwined with those of America, but this time it is not about a Genoese man’s caravels departing from Palos, but about oil and wine excellence from the old continent conquering overseas palates.

So let the launching of Ecceamerica, a new three-year project by Unaprol-the Italian Olive Oil Consortium-and CAP, Confederação dos Agricultores de Portugal, supported with co-financing from the European Union with funds arranged by EU Reg. 1144/2014, begin.

The project aims to promote European certified organic Extra Virgin Olive Oil and wine in the United States and Canada, bringing the authenticity and superior quality of these products directly to the tables of North American consumers. At the same time, it aims to strengthen the competitiveness of the European Union’s agricultural sector, in line with EU objectives, with a focus on enhancing the value of certified organic production.

Behind every European grape and olive lies a whole world of history, tradition, but also innovation and sustainable practices, to be discovered. Every drop of extra virgin olive oil and every sip of wine tell a story of perfect balance between past and future, a journey that crosses different regions, from north to south, offering unique nuances and characteristics. Consumers will be transported to an unforgettable food and wine experience, where every taste becomes a discovery.

Creativity inspired by the senses: the journey through smell, taste and sight

Ecceamerica‘s innovative creativity is developed in three annual phases, each dedicated to one of the key senses in tasting: smell, taste and sight.

A sensory journey that invites not only consumers, but also U.S. and Canadian marketers, distributors and restaurateurs to discover the deep connection between two organic excellence, Extra Virgin Olive Oil and wine, through a side-by-side comparison.

The journey begins with the sense of smell, the first sense to capture the essence of Extra Virgin Olive Oil and wine, detecting its uniqueness. It then continues with taste, where each sip, if savored with care and attention, will reveal the infinite nuances that define the character of the olives and grapes. The distinctive notes of each product not only tell its story, but can evoke the territory and ancient traditions from which it originates, encapsulated on the bottle labels themselves. And so it is, that we come to the last, but no less significant, of the senses: sight. It is precisely through looking at the labels that the consumer concludes this extraordinary sensory journey, guided toward a conscious choice capable of combining quality, authenticity and respect for the land.

Initiatives

The main objective of the promotional activity is to increase awareness and knowledge of the distinctive characteristics of European Extra Virgin Olive Oil and wine in the United States and Canada. But it also wants to emphasize the importance of pairing the right oil with each dish, just as one does with wine. Like wines, in fact, Extra Virgin Olive Oil boasts an organoleptic profile that varies according to the variety of olives and the area of production, offering a range of flavors that can best enhance different dishes.

Consumers will be guided to understand how a delicate oil can enhance the freshness of a salad, while a more robust one can enrich the complexity of a meat dish or aged cheeses. The parallelism between wine and oil is not just an analogy, but a true philosophy: just as wine is carefully chosen to accompany a course, Extra Virgin Olive Oil deserves the same attention, helping to create harmonious pairings that elevate the gastronomic experience to a higher level of refinement.

The Program targets an audience already culturally predisposed to receive information about the health benefits of using extra virgin olive oil in the diet. UNAPROL and CAP’s communication strategy veers toward the digital world, exploiting tools such as the web, social media and online advertising through contextual advertising and remarketing techniques, which are widely used today.

The Project envisages a series of targeted activities, including integrated communication initiatives ranging from public relations to the creation of targeted marketing tools such as illustrative brochures and cookbooks in which Extra Virgin Olive Oil will be the protagonist and not simply a condiment. Each gourmet recipe will be paired with a BIO Extra Virgin Olive Oil, carefully selected by Unaprol experts, and an organic wine chosen by CAP, to enhance the marriage between the aromatic notes of the oil and the other ingredients, creating an unforgettable sensory experience.

There will, in addition, be seminars at hotel institutes, tastings and promotions at the main points of sale and restaurants in the target countries, as well as events on sustainability such as the “Sustainability OnLine Event,” where chefs, producers, agronomists and nutritionists will discuss the topic, promoting awareness of European Extra Virgin Olive Oil and organic wine, with a focus on environmental and economic impact.

Ecceamerica is not simply a promotional project: it is an invitation to discover a “new world” that of quality, where the mastery of choice allows for a compelling navigation through taste, a unique sensory journey where tradition and innovation come together to offer an authentic experience of European organic excellence.