Olive oil with guarantee of provenance - The benefits of EU labels for producers, operators and consumers

To protect the best European agri-food products, the PDO (Protected Designation of Origin) and PGI (Protected Geographical Indication) labels were created by the European Union. They protect agricultural product or foodstuff whose quality characteristics depend essentially or exclusively on their geographical provenance. These products of excellence are the result of the application of strict production rules, which are constantly monitored and certified by independent bodies. In his talk, Oliver Sparisci, communication expert and coordinator for Germany of some activities of the 'Ecce Olio - Looking for the Perfect Food'-project, explains the importance of the EU labels for the extra virgin olive oil industry, from the producer to the final consumer, and why appropriate marketing and communication activities are key to enhance the link with the territory offered by the PDO and PGI labels.