ARCHIVESHISTORIQUES
DELACOMMISSION
COLLECTION RELIEEDES
DOCUMENTS "COM"
COM(82)68
Vol.1982/0026

Disclaimer
Conformément aurèglement(CEE,Euratom)n°354/83duConseildu1erfévrier1983
concernantl'ouvertureaupublicdesarchiveshistoriquesdelaCommunauté économique
européenneetdelaCommunautéeuropéennedel'énergieatomique(JOL43du15.2.1983,
p.1),telquemodifiéparlerèglement(CE,Euratom)n°1700/2003du22septembre2003
(JOL243du27.9.2003,p.1),cedossierestouvertaupublic.Lecaséchéant,lesdocuments
classifiésprésentsdanscedossierontétédéclassifiésconformément àl'article5dudit
règlement.
InaccordancewithCouncilRegulation(EEC,Euratom)No354/83of1February1983
concerningtheopeningtothepublicofthehistoricalarchivesoftheEuropeanEconomic
CommunityandtheEuropeanAtomicEnergyCommunity(OJL43,15.2.1983,p.1),as
amendedbyRegulation(EC,Euratom)No1700/2003of22September2003(OJL243,
27.9.2003,p.1),thisfileisopentothepublic.Wherenecessary,classifieddocumentsinthis
filehavebeendeclassified inconformitywithArticle5oftheaforementioned regulation.
InÜbereinstimmung mitderVerordnung(EWG,Euratom)Nr.354/83desRatesvom1.
Februar1983überdieFreigabederhistorischen ArchivederEuropäischen
Wirtschaftsgemeinschaft undderEuropäischen Atomgemeinschaft (ABI.L43vom15.2.1983,
S.1),geändertdurchdieVerordnung(EG,Euratom)Nr.1700/2003vom22.September2003
(ABI.L243vom27.9.2003,S.1),istdieseDateiderÖffentlichkeitzugänglich.Soweit
erforderlich,wurdendieVerschlusssachen indieserDateiinÜbereinstimmung mitArtikel5
dergenanntenVerordnungfreigegeben.

COMMISSION OFTHEEUROPEAN COMMUNITIES
COM(82)68 final
Brussels,22February 1982
COMMISSION COMMUNICATION TOTHECOUNCIL
Programme fortheCommission 'splanned measures topromoteoliveoilconsumption
intheCommunity duringthe1981/82marketing year
PI .::V"#È»- '·"ΑΗ~ΙΥ ^^^
V>VA/*^V/-,v>AS*νλ^
/00\
COM(82)68final

Cerw \h
tEXPLANATORY MÉMORANDUM
Article 2ofCouncil Regulation (EEC )No1790 /80 (1)laying down general
implementing rules forcampaigns aimed atpromoting theconsumption ofolive
oil intheCommunity lays down that the Commission istocommunicate tothe
Council theprogramme ofmeasures which itanticipates undertaking inthe
course ofthefollowing marketing year .
This Communication contains theprogramme ofmeasures forthe1981 /82
marketing year .
TheCommission considers that themeasures undertaken inthe1980 /81marketing
year must bepursued and some ofthem extended toother Member States .
(1)OJNoL192 ,26.7.1980

PROGRAMME FOR THE COMMISSION 'SPLANNED MEASURES TOPROMOTE OLIVE OIL
CONSUMPTION INTHE COMMUNITY DURING THE 1981 /82MARKETING YEAR
Article 11(6 )ofRegulation No136/66/EEC (1)ontheestablishment ofa
common organization ofthemarket inoils and fats lays down that a
percentage oftheconsumption aid istobeemployed forinformation
campaigns andother measures topromote olive oilconsumption inthe
Community .
Forthemarketing years 1978 /79,1979 /80,1980 /81and 1981 /82the
percentages fixed bytheCouncil were 6%,4.5% ,3%and h%respectively ;
the funds available from these percentages ofthe total ^idfigure amounted
to7.5million ECU for thefirst three marketing years .Thetotal is
likely toreach 14.7 million ECUattheend ofthe1981 /82marketing year .
Out ofthis amount thefollowing sums have already been spent :
-film ontheolive tree ,made in1980 , ( 106938ECU
-Community contribution tothe International
Olive OilCouncil's Propaganda Fund (1980 ) 68891ECU
c
-Other measures (medical symposium held on
24October 1980 ) 10224 ECU
Community contribution tothe International
Olive Oil Council 'sPropaganda Fund (1981 ) 97925 ECU5EOJ^X
Inaddition ,thefollowing financial commitments have been made :
-contract with the ITALPUBLIC Agency (assistance for
theCommission with thedrawing upandexecution ofthe
promotion programme for 1980 /81inFrance and Italy ) 201 398 ECU

-la-
Lastly ,theCommission decided onthefollowing commitment on13July 1981 :
•-programme ofscientific research andpromotion ofolive oil
consumption forthe1980 /81marketing year 3050000ECU
(maximum provisional amount )
Ifthe total amount already spent ,committed ortobecommitted (3.54 mio ECU )
issubtracted from the 14.7 million ECU ,about 11million ECU remains
available .
(1)OJNo172 ,30.9.1966

2.ByRegulation (EEC )No1970 /80 (1)theCouncil laid down themeasures which
could betaken topromote olive oilconsumption intheCommmunity .
Pursuant toArticle 2oftheRegulation theCommission transmitted a
communication totheCouncil on27November 1980 (COM (80)779 final )
containing theprogramme ofpromotion measures envisaged for the1980 /81
marketing year .
Pursuant toArticle 4oftheRegulation detailed implementing rules were
laid down byCommission Regulation (EEC )No1348 /81(2 )which
-provides for adetailed programme ofthemeasures envisaged tobedrawn
up;
-adopts theprocedures for their detailed implementation ,and
-lays down thecriteria forselecting theproposals putforward in
response toinvitations totender .
Thedetailed programme ,which was adopted bythe Commission on
13July 1981 ,gives further details ofthevarious measures envisaged for
the1980 /81marketing year (also indicating themaximum amount which maybe
allocated tothem )and theprovisions for theimplementation ofthe
programme and theissue ofinvitations totender relating thereto .
•V.
There was arestricted invitation totender for scientists inrespect of
research work issued on22July 1981 ."
Apublic invitation .totender inrespect oftheother measures
(dissemination ofexisting scientific knowledge ,market surveys ,
advertising andpromotion measures )was published intheOfficial Journal
oftheEuropean Communities (C183 of25July 1981 ).
Some contracts have now been concluded -and others will very soon be-on
thebasis ofthetenders received ;itis,however impossible atthis stage
toexpress anopinion ontheresults ofthe1980 /81programme .
3.Thepurpose ofthis Communication istoforward totheCouncil the
programme ofmeasures topromote consumption envisaged bytheCommission
for the1981 /82marketing year .
(1)0JNoL192 ,26.7.1980
(2)OJNoL134 ,21.5.1981

-3-
These measures can beclassified asfollows :
-scientific research work into thenutritional value ofolive oil ;
-market surveys motivational research ;
-promotional measures ,i.e. :
-dissemination ofexisting scientific knowledge ;
-public relations exercises andadvertising ,other promotional measures .
A.Research into thenutritional value ofolive oil_
Inview oftheimportance ofthis work ,theresults ofwhich are toform the
scientific basis forany serious consumer information measure ,itisproposed
that assistance fortheresearch becontinued inthe1981 /82marketing year at
thesame rate astheprevious year (800000 ECU)plus apercentage tocover
inflation . '
Ithasemerged from discussions with the scientists involved inthestudies in
question that some oftheresearch canonly reasonably beundertaken ona
multiannual basis ;itistherefore planned toconclude research contracts in
some cases covering several years ,ontheunderstanding ,however ,that the
financial commitment involved will bedivided between themarketing years
during which theresearch istobecarried out .
B.Market surveys -motivational research
Forthe1980 /81marketing year itwasdecided toundertake market surveys in
Belgium (40000 ECU),Germany (60000 ECU)and theUnited Kingdom (50000
ECU),which ,apart from theproducer Member States ,which arealso the
traditional consumers ,seem tooffer thebest consumption potential .
Forthe1981 /82marketing year thefollowing measures areproposed :
Greece :consumer motivational research asbackground information fora
promotion campaign planned for 1981 /82. *
France and Italy :anopinion poll tomeasure theeffects ofthepromotional
campaign inthese Member States in1980 /81,assess therelative consumer
awareness arising from thevarious categories ofmeasures under this campaiga
andgauge theextent towhich they have effected consumer behaviour .

-4-
inDenmark ,inIreland ,Luxembourg and theNetherlands :market surveys to
assess thechances ofafuture promotion campaign .
C.Dissemination ofexisting scientific knowledge
Forthe1980 /81marketing year itwasdecided that priority should begiven to
thedissemination ofinformation bydoctors and themass media inItaly
(300000ECU )and France (100 000ECU),where olive oil isafamiliar product
with awide distribution .
From 1981 /82thefollowing isproposed :
France and Italy :
Theinformation campaign should becontinued ;however ,theamounts allocated
could beless than for theprevious year ,therequisite structures having now
been established .
Greece : ' y
Apromotional programme will belaunched this marketing year inthis Member
State ,which isatraditional producer and consumer ofolive oil ;the
dissemination ofscientific knowledge cannot beneglected inGreece because it
forms thebasis ofany serious consumer information campaign .
Germany ,Belgium ,United Kingdom : . :
These Member States ,where little olive oil isconsumed because theproduct is
unfamiliar ,are suitable areas for thedissemination ofknowledge :
information about thenutritional qualities ofolive oilarelikely toarouse
interest intheproduct andmake thepotential consumer more receptive to
public relations exercises andadvertising during this marketing year and
future ones .
D.Public relations andadvertising ;other promotional measures
In1980 /81thepromotional campaign wasconfined toItaly (1540000ECU)and
France (160000 ECU),where thepublic ,already familiar with olive oil ,is
more receptive toarguments stressing thenutritional orgastronomic qualities
oftheproduct ,which iswidely available .

Asthemain objective wasalso ,intheinitial stage ,tocreate afavourable
climate forsuch acampaign ,itwas thought appropriate toattach particular
importance topublic relations asabasis formaximizing theeffects ofany
advertising campaign .
For the1981 /82marketing year ,thefollowing measures areenvisaged :
Italy ,France ;
Continuity being anessential factor inthesuccess ofthecampaign ,the
promotional measures should continue inthetwoMember States ,actual
advertising playing agreater part than intheprevious marketing year .
Greece ;
Apromotional campaign ofaninformative nature based largely ,intheinitial
phase ,onpublic relations measures should belaunched inthis Member State .
Germany ,Belgium ,United Kingdom
Apromotional campaign could belaunched inoneormore ofthese Member
States ,itbeing understood that thedecision tO(dosoandthechoice of
Member State orMember States would besubject tothe following :
-the result ofpreliminary market surveys inthose Member States which would
show whether there was apotential market ;
-theeffort which theindustry and trade concerned ineach ofthese
countries would bewilling tomake inconjunction with theCommunity
. J
campaigns .
4.Inthelight oftheforegoing ,itisenvisaged allocating atotal of
4million ECUtotheproposed measures forthe1981 /82marketing year .
Thefinal breakdown ofthis amount byindividual measure andMember State in
which themeasures are tobeimplemented cannot begiven asitisdifficult at
this stage toassess exactly howmuch should beallocated toeach .This is
why tentative figures have been fixed for thevarious measures :the
Commission maywish toreview thebreakdown ofthe total amount available when
itcomes todraw upthedetailed programme andselect themeasures tobe
implemented from among thedrafts submitted bythose concerned -Itgoes
without saying that theCouncil would beinformed forthwith ofanymajor
adjustment oftheamounts allocated tothevarious categories .

Thetentative maximum figures foreach ofthecategories are asfollows :
Scientific research
Market surveys plus opinion polls following the •
promotional campaign 200 000 ECU
Dissemination ofscientific knowledge 650000ECU
Public relations ,advertising ,promotional campaigns 2270000ECU
5.Totheabove amount should beadded the Community contribution tothe
International Olive OilCouncil 'sPropaganda Fund for1982 (J120000 ECU)*Inthat
connection theCommission intends toensure that there isproper
coordination between themeasures undertaken bythePropaganda Fund and
those under theprogramme referred tointhis document .
Also ,since theInternational Olive Oil Council intends toparticipate inthe
International Food Exhibition inParis inNovember 1982 ,andsince theCouncil
Chairman has requested afinancial contribution from theCommunity tothis ,it
issuggested toplace asupplementary amount of50000attheCounc i11sdisposa U
Participation insuch anexhibition taking place inaMember State can beconsi­
dered asaworthwhile initiative falling fully within theframework ofthepromo­
*
tion campaign forolive oil intheCommunity *
i880 000 ECU
200 000 ECU
650 000 ECU
2270 000 ECU

FINANCIAL STATEMENT
Date:28«1-1982
1.BUDGET HEADING : Β1221 APPROBATIONS :9MioECU
ZTITLE:Projectofcommunication fromtheCommission totheCouncilconcerning the|
a'ctionsforthepromotionofconsumption ofoliveoilinteCommunity,whichthe^
Commission envisages toundertake withintheframework ofthe1981/82marketing year.
i 5
J.I£GALT'A-IS :Regulation No136/66/EEC
4.AIMSOFPROJECT :Tocontinue theactionsofpromotion,andalsotoextendsomeof
thesetootherMemberStates-
5.FINANCIAL IMPLICATIONS PERIOD OF12MONTHS CURRENT FINAN
fmτ"FOLLOWINGF^ANCIAL YEAR
5.0EXPENDITURE
-CHARGED TOTHEECBUDGET
(B0ÍIH5S INTERVENTIONS ) 4,17MioECU 4,1?MioECJ
-NATIONAL ADMINISTRATION,
-OTHFR i
5.1RECEIPTS
-OWNRESOURCES OFTHEEC
(LEVIES/CUSTOMS DUTIES)
-NATIONAL
5.0.1ESTIMATED EXPENDITURE
5.1.1ESTIMATED RECEIPTS .\'
5.2METHOD OfCALCULATION
Seereportontheprogramme ofactions .
6.0CANTnEPROJECT BEFINANCED FROMAPPROBATIONS ENTERED INTHERELEVANT CHAPTER OFTHECURRENT BUDGET ?
YES
t.iR3a&3SSaagB0SS5RBaES@[H3BfigaSBf!B0SE®E®«H3BSi8iffiaeSH«l«BSe®BEGE0
6.2isASUPPLEMENTARY BUDGET BENECESSARY ?
E&9/N0
5.3MLLLPOTCRCBUOGETAPPROBATIONS BENECESSARY ?
h=7VÉS/N0