ÖIE: introducing the new brand of Ligurian olive growers

 

Introducing the Öie brand

Extra virgin olive oil and olives are the protagonists of a short supply chain dedicated to Liguria's restaurants and shops with a view to supporting horizontal and vertical cooperation

Öie: in Liguria, this tongue-twisting sequence of letters stands both for olives and olive groves, one of the best representations of the region’s Mediterranean identity. The love affair between olive oil and the Italian Riviera, in fact, dates far back in time (check the history of extra virgin oil in Liguria for more details).

Therefore, it should come as no surprise that “ÖIE” has been chosen as the name of the new brand created by Ligurian olive growers - coordinated by the APOL cooperative and Coldiretti Liguria (the regional branch of the major organisation representing Italian  agricultural entrepreneurs) – which was launched in Genoa on June 30^th(click here for full programme and list of keynote speakers).

Extra virgin olive oil and olives are the protagonists of a short supply chain dedicated to the region’s restaurants and shops. The  brand was designed as an ambassador (and a storyteller) of both Liguria’s territory and terroir, a mesmerizing mix of coastal scenarios and vertical dry stone-walled terraces where olive trees grow thanks to the heroic passion and labour of farmers, the most committed keepers of natural habitats.

The “ÖIE” initiative was funded within the frame of Regione Liguria’s RDP – i.e., Rural Development Programme – (measure 16.4). The aim is twofold: fostering cooperation among small operators, usually family-owned micro-entrepreneurs; supporting horizontal and vertical cooperation among supply chain actors for the establishment and development of short supply chains and local markets as well as promotion activities.

The olive universe: an array of opportunities

Though olive oil and wine share the same background (olives, grapes and grains form the so-called Mediterranean triad), they are still perceived as distinct entities by the so-called general public. Just think of tourism: as wine tourism has been a growing segment for quite a long time, olive oil tourism is still struggling to establish its positioning in the food travel market scene.

In addition, table olives represent the element in need of a powerful spotlight, also when compared to extra virgin olive oil. The market of table olives, in fact, boasts an underrated economic and cultural importance, not to forget about the universe of sensorial features, the pivot of quality. The distinctive features of the Taggiasca cultivar, for example, are sweetness and smoothness.

The claim of the “ÖIE” brand - Buono. Locale. Plurale! (I.e., Good. Local. Plural!) embodies all these values and objectives, which were debated during the Genoa launch. As consumers are becoming more aware and demanding as regards top-level local certified products, quality and traceability are the key ingredients of a sustainable supply chain.

Last but not least, this kind of supply-chain projects help support and promote DOP Riviera Ligure EVOO as the uttermost expression of the links between oil and the Ligurian territory - a subject I investigated a few years ago in the Extra virgin olive oil, the Mediterranean gold post – and the potential booster of innovative tourism experiences as well.

Where to find Öie products

Öie will be distributed in Ligurian restaurants and shops keen on providing and narrating the several facts of culinary heritage: among others, Eataly and Bruxaboschi in Genoa, the Albergo Monterosa, Bagni Aurelia, La Brinca, Settembrin in the Tigullio area and the Agave in Framura – the network is bound to grow fast, check the APOL website for updates.

Luisa Puppo

Öie launch event (Genoa, June 30^th, 2021)

Event video recording
https://www.youtube.com/watch?v=lXAggQuXTCY

Link to Youtube channel https://www.youtube.com/watch?v=lXAggQuXTCY

Further details https://apololivicoltoriliguri.com/


CONTACTS:
Daniela Traverso: press@apololivicoltoriliguri.com | +393470731660