ECCEAMERICA is a three-year promotional investment program aimed at strengthening the competitiveness of the agricultural sector of the European Union, in line with European objectives and in particular with the theme of the enhancement of certified organic production.

The expected final impact will specifically concern the following objectives:

1. The increase in knowledge and notoriety of European extra virgin olive oil and wine and their characteristics in the United States of America and Canada.
2. The increase in EU organic extra virgin olive oil exports and EU organic wine to United States of America and Canada.
3. Strengthen knowledge and recognition of the Union’s quality systems, encouraging people to perceive the differences and guarantees offered by organically produced products.

The program is aimed at an audience of consumers between the ages of 25 and 65 and operators in the marketing, distribution and catering.

The messages of the Program are addressed to a consumption target that is already culturally high and socially predisposed to learn information on the health benefits of a diet in which extra virgin olive oil is used.

The approach of the UNAPROL and CAP program towards the target points to the use of “internet oriented” communication through tools such as the web, social media and advertising with banner ads in the context of contextual advertising and remarketing systems, two forms widely used today. Furthermore, it aims at a direct approach towards opinion leaders and makers, communication operators, stakeholders in the distribution sector and the HoReCa sector.

In summary, the Program initiatives concern the following work packages:

– project coordination

– public relations activities and realization

– creation and management of a dedicated website

– creation of profiles and communication on US and Canadian social media

– implementation of digital initiatives dedicated to the sustainability of the organic production.

ECCEAMERICA Program is co-funded by the European Union and by:

UNAPROL – CONSORZIO OLIVICOLO ITALIANO SOCIETA’ CONSORTILE PER AZIONI

CAP CONFEDERACAO DOS AGRICULTORES DE PORTUGAL