US, December 10, 2025 – The series of masterclasses promoted as part of Ecceamerica, the project co-funded by the European Union under Regulation (EU) No 1144/2014 and designed to promote European organic extra virgin olive oil and organic wines in the US and Canadian markets, has concluded in the United States to great enthusiasm and high attendance.

Three training sessions, held on 29 October 2025 at the Institute of Culinary Education and on 9 December 2025 at Pasadena City College in California, involved a total of 120 students, including future chefs, hospitality professionals and food & beverage industry practitioners. This programme transformed the classroom into a space for discussion, tasting and discovery, guiding participants in exploring the values that make European organic produce unique: authenticity, certified quality, sustainability and protection of origin.

The masterclasses offered participants not only technical tools and sensory knowledge, but also a broader perspective on the role that food can play today: a cultural vehicle, an expression of local areas and a conscious choice capable of combining taste, health and respect for the environment.

At the heart of the sessions was the significance of European organic certification, a system that guarantees rigorous production standards focused on environmental sustainability, biodiversity and transparency throughout the supply chain. These are increasingly relevant themes in the North American market too, where there is growing interest in authentic, sustainable and certified products, and where consumers seek quality, reliability and stories that convey the true value of what they put on the table.

Particularly significant was the involvement of Pasadena City College, which, together with the Departments of Culinary Arts and Nutrition, actively participated in the activities through students and staff, expressing strong interest in continuing the training programme scheduled for the third year of the Ecceamerica programme. This is a clear indication of how issues related to food sustainability and European certified quality are now perceived as central to the training of the next generation of professionals in the sector.

The masterclasses were led by leading professionals from the international culinary scene, who turned every session into an engaging and immersive experience. Among them was Adriano Piazza, a chef specialising in extra virgin olive oil and Mediterranean cuisine, who is now Executive Chef at Pronto Cucina Italiana in San Clemente, California. Thanks to a career built on study, outreach and experience with leading Italian companies in the agri-food sector, Piazza has been promoting the culture of extra virgin olive oil and the Mediterranean diet for years through guided tastings and educational activities. Alongside him is Matthew Pour, Founder & Principal of Olive Oil & Beyond Inc., a renowned international expert on extra virgin olive oil and a certified master taster with over 35 years of experience in the international trade of high-end agri-food products. With a background rooted in Persian tradition and a deep understanding of the world of olive oil, Pour has made significant contributions to the evolution of the industry in the United States, being the first to introduce a system of full transparency in oil evaluation, based on combined chemical and sensory analyses.

Ecceamerica, promoted by UNAPROL – Italian Olive Consortium and CAP – Confederação dos Agricultores de Portugal, was established with the aim of strengthening the competitiveness of the European agri-food sector and raising the profile of EU organic extra virgin olive oil and organic wines in the United States and Canada.

Through communication activities, public relations, digital initiatives and awareness-raising campaigns aimed at consumers and operators in the HoReCa and retail sectors, the project continues to foster cultural dialogue between Europe and North America, promoting greater awareness among younger generations of the value of European organic produce and the importance of choosing certified, sustainable and high-quality products.

For more information on the Ecceamerica Project, visit the official website https://ecceamerica.eu/ and follow the Facebook and Instagram pages to stay up to date on events, content and insights.