It is considered one of its most cherished treasures. The Mediterranean diet, often dubbed as liquid gold, includes extra virgin olive oil but has not yet fully resonated with younger audiences or secured its rightful position on the global stage. These were among the themes examined this Thursday during Eid al-Adha celebrations at the EVOO Congress: Culture, Gastronomy and Health. The event took place in Marq, organized by the Aove Defense Association and sponsored by Alicante entrepreneur Joaquín Selma.
The gathering brought together seasoned experts to discuss strategies for promoting olive oil and addressing challenges facing the sector. Participants included Clara Eugenia, head of the European Socialist Agricultural Commission coordinator, who joined virtually or in person; Juan Riera, president of the Chamber of Commerce; Herick Campos, General Tourism Manager; Carlos Mazón, president of Diputación; and Luis Barcala, the mayor of Alicante.
Jaén Petroleum Protected Geographical Indication President and professor Manual Parra reflected on three critical issues affecting the country today. Olive oil consumption in Spain has recovered slightly after the pandemic but has continued to trend downward in recent years. The decline is linked to demographic shifts: current teens consume far less fat and olive oil than previous generations, with per capita consumption at about 2.2 liters per year for under 18 compared to 7.9 liters for those aged over 65. The elderly are reducing intake as diets tighten to emphasize health, balance, and affordability.
Parra also noted that extra virgin olive oil still does not command the international prominence it deserves in the new wave of gastronomy. Chefs often prize taste and aroma but overlook geographic origin and broader attributes. In response, the organization aims to ensure that restaurant menus feature EVOO alongside wine lists and that olive oil sourcing is clearly identified by origin on menus.
Thirdly, he highlighted the need for greater participation from institutions that invest substantial funds to promote olive oil yet fail to support its use in hospitals or school cafeterias, where sunflower oil still dominates. These gaps hinder widespread adoption of EVOO in everyday institutions.
Alicante claims the role of extra virgin olive oil in Spain Brand
Despite challenges, a positive trend is emerging. The same factors that dampen EVOO consumption in Spain and in producer nations like Italy or Greece are driving increased sales in regions where the food is not a traditional part of the diet, including the United States and Japan. Population aging in these areas and a push to replace less healthy fats with EVOO are expanding its reach worldwide.
Antonio Luque, head of the Antequera agri-food cooperative, emphasized the importance of promoting EVOO in the US market and other destinations. He also noted that production is expected to rise in the coming years, supporting broader availability and choice for consumers abroad.
EUIPO trademark expert Monica Castillo joined the discussion, urging attendees to consider registering trademarks and designs to add distinct value for their products. She highlighted notable examples such as EVOO Selma Millenary Oil bottles and other designer branding efforts. Industry specialist Antonio Paraíso, an expert in marketing and luxury, also contributed insights on branding and market positioning.
The meeting also featured José Juan Gaforio Martínez, Professor of Immunology at the University of Jaén; Magdalena Rafecas Martínez, Chairman of the Scientific Committee of the Spanish Agency for Food Safety and Nutrition; David Remolar Ramos, EVOO sommelier; Miguel Abbot Ventura, expert in olive cultivation and elaiotechnics; chef Jose Manuel López; and Keiko Tagawa, a Japanese EVOO sommelier, who shared experiences from diverse culinary traditions.