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COM (80)779
Vol.1980/0244

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COMMISSION OFTHEEUROPEAN COMMUNITIES
COM(80)779 final
Brussels .27th November 1980
PROGRAMME FOR THE COMMISSION 'SPLANNED MEASURES
TOPROMOTE OLIVE OIL CONSUMPTION INTHE
COMMUNITY DURING THE 1980 /81MARKETING YEAR
(Communication from the Commission tothe Council )
M-y fc– -
"Λ*
\ 'vy-"\"/
COM (80)779 final

COMMISSION COMMUNICATION TOTHE COUNCIL
PROGRAMME FOR -THE COMMISSION 'SPLANNED MEASURES TOPROMOTE OLIVE OIL
CONSUMPTION INTHECOMMUNITY DURING THEI980/8IMARKETING YEAR
Article 11(3 )ofRegulation No.136/66/EEC on "toeestablishment ofacommon
organisation ofthe ,market inoils andfats provides that apercentage ofthe
consumption aid isto "beemployed forinformation campaigns andother measures
topromote olive oilconsumption intheCommunity .TheCouncil hasfixed this
»- . 1percentage at6f,4-5/and3i-forthe1978/79»1979/80and1980/81marketing
years respectively ;the sumavailable from these percentages ofthetotal aid
figure is4*6millionECU at31July I98O .Outofthis amount ,thefollowing
expenditure has "been incurred ^;
-film ontheolive tree 107,000 ECU
' +•
–Community contribution totheInternational Olive Oil
Council's Propaganda Fund(l980 ) 69,000 ECU
-Other measures (medical symposium ) - 15,000 ECU
* ■
/ \ _2 .. ......ByRegulation (EEC)No.1970/80 ,theCouncil laid down themeasures which could
"betaken forpromotion ofolive oilconsumption within theCommunity ;this
«
Regulation also provides fortheCommission tocommunicate each year tothe
Council ,notlater than 31October ,theplanned action programme forthefollowing
marketing year . " " .
Theobject ofthis communication istotransmit totheCouncil theprogramme for
campaigns topromote consumption envisaged bytheCommission for the1980 /81
marketing year *
1OJNo 172,30.9.19 66
2OJNoL192,26.7.1980

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3.Research into the nutritional aspects ofolive oil
«
TheCommission feels that itisofmajor importance toencourage andguide
research work toprovide objective conclusions onthebiological value ofolive
oil .Asthis work isintended toprovide ascientific basis foranyworthwhile
consumer information programme ,adecision inthis respect must betaken assoon
aspossible ,inview ofthetime required tocarpy outthis work . 1
i
Asymposium attended bysome twenty personalities ,largely drawn from University
medical circles ,wasaccordingly held onthe Commission' sinitiative inBrussels
on24October 1980 ,with th-eobject ©fassessing existing research work and
flrawing upabasis forfruitful cooperation between the Commission and scientific
Circles .This cooperat i'©nshtmld pin ,pe-int thework whieh istobeencouraged
•asbeing likely toprov-icbe ,intherelatively short term ,results which could
bedirectly publicised orused asabasis forpublicity ,thereby having adirect
and ,considerable moti-vating impact onthe consumer .
4.Publication ofexisting knowledge inrespect oftheqttaH-ties ofolive oil
•The Commission feels thaft aneffort should also bemade topublish existing
knowledge onthequalities ofolive oil .Scientists have already studied the
"biological value ofolive oilandhave drawn certain conclusions inthis respect ,
which were putforward during theCongress onbiological value ofolive oil ,in
Crete inSeptember I98O .However ,ifthis istohave apositive effect on
consumption ,itisessential that existing knowledge besystematically disseminated
tothemedical profession andtothepress ,wh-ich isthebest way toensure that
thebody ofconsumers issubsequently fu-lly informed .Priority should begiven
toprogrammes ofthis kind inItaly andFranoe where ,firstly ,thepublic is
already familiar with theproduct andwill therefore bemore greatly influenced
byscientific arguments emphasising thequalities ofolive oilandwhere ,secondly ,
theproduct isalready widely distributed .

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5.Marketstudiesto"broadenthemarketforoliveoilwithintheCommunity
ThefirststepintheMemberStateswhicharenotyettraditional consumers,■
"beforeenvisaginganyothermeasure,''istoundertakeamarketsurveyanda
motivational study. '
i ■
Asurveyofthiskind,i«tobecarriedoutatthefirststageinBelgium,the
FederalRepublicofGermanyandtheUnitedKingdom,whereitseemsthatthere
isthebestpotentialoutsidethetraditional consumerMemberStates,shouldshow
upthedegreeofacceptancefortheproductintheprospective marketsand
constituteanessentialbasis,forselectingpromotional campaignsproperlyso-
called,whichcouldsubsequently beenvisaged.Itwouldbeprematuretounder­
takeinformation orpublicitycampaignsintheseMemberStatesatthisstage
withoutknowledgeoftheprobablereactionofpotentialconsumerstoanyoneform
ofinducementnortheinherentobstaclesinthestructureofthemarketinquestion
whicharetobeovercome.
6.-Publicityandpromotional campaignsforconsumption ofoliveoil
InPranceandItaly,twoMemberStateswhichareproducersandtraditional
consumersofoliveoil,butwhereconsumption showsnosignsofanupswing,
publicityandpromotional campaignsinfavourofoliveoilconsumption shouldbe
undertakenwithoutdelay. '
InthesetwoMemberStates,themarketfortheproductandtheconsumer
pyscblogyaresufficientlyclearlyunderstoodtoallowselectionofthe
measureswhichcouldbecarriedouttothegreatestpossibleeffect.
Theseactionsshouldavoidanyunnecessaryconfrontation withsubstituteproducts
butshouldunderlinethebiologicaladvantagesofoliveoil;withinthese
campaigns,specialattentionwouldbepaidtoemphasisingtheflavour
characteristics ofvirginoliveoil,theonlyoilavailableforconsumption
•producedbypressingthefruitwithoutrecoursetoanychemicalprocess.

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7.Spécial sales
TheCommission feels that special sales atreduced prices tosome categories
ofconsumers inorder toencourage them toconsume olive oil should not "be
undertaken atthis stage ,particularly asthere isnotsufficient money available
tocover thevery high expenditure involved .Such sales might "beorganised
subsequently .
8.Inview oftheabove andsince thepromotion campaign for1980/81cannot really
commence before Spring I98I ,3million ECUshould beenough tofinance the
measures envisaged .Itisnotpossible togive afinal breakdown ofthis amount
amongst themeasures provided for ,onaccount ofthedifficulty inmaking any
exact assessment atthis stage oftheamounts required for each .For this
reason ,maximum indicative amounts have been drawn upforthevarious measures
and the Commission will beable toreview the breakdown ofthe total sum
available atthetime thedetailed programme isdrawn upandthemeasures to
becarried out chosen onthebasis oftheprojects put forward bythose concerned
theCouncil would ofcourse ,ifnecessary ,beinformed atonce ofany
substantial alteration inthe respective amounts alptted tothevarious
categories .
/
Themaximum indicative amounts provided forthevarious categories are asfollows
A.Research work • 0.8million ECU
B.Dissemination ofexisting knowledge 0.4million ECU
C.Market andmotivational survey ,marketing hypothesis 0.1million ECU
D.Publicity andpromotional campaigns 1.7million ECU
Inrespect ofcategory B,itisanticipated that 75^ofthesums available will
beused inItaly and25^inFrance ;forcategory D,theproportions would be
90foinItaly and10%inFrance .
9.TheEECcontribution totheInternational Olive OilCouncil Propoganda Fund for
1981 should beadded totheamount given inparagraph 8.Inthis respect ,the
Commission intends toensure thenecessary coordination between action tobe
undertaken bythePropoganda Fund andaction under theprogramme setoutinthis
document .