Campaign Encourages Australians to Get Drizzling
The Australian Olive Oil Association (AOOA) has launched the “Get Drizzling” campaign to boost olive oil consumption in the country, focusing on the flavor and aroma that high-quality olive oil can add to dishes. The campaign is not brand-specific and aims to increase consumer interest in olive oil following a decline in consumption due to rising prices in recent years.
“Get Drizzling” is the central theme of a new campaign launched in Australia by the Australian Olive Oil Association (AOOA), a trade group.
The campaign aims to reignite Australian consumers’ interest in using olive oil, as rising prices in recent years have impacted consumption in the country. The initiative focuses on how a drizzle of high-quality extra virgin olive oil before serving can add flavor and aroma to dishes.
Prices are falling, so it’s the perfect time to promote olive oil and remind consumers of the flavor that a drizzle of extra virgin olive oil offers.
The “Get Drizzling” campaign is a continuation of a similar digital campaign launched in 2023, which drew attention on social media.
Some of Australia’s most influential tastemakers, such as celebrity chef Khanh Ong, have teamed up with ΑΟΟΑ to inspire consumers to start drizzling.
The campaign is also producer and brand-agnostic, aiming to promote all grades of olive oil.
See Also:Australian Growers on Alert After Xylella Fastidiosa Found in China“The campaign is unique in that it’s not promoting specific brands or origin of oil; it is a celebration of the whole category of olive oil,” said Jan Jacklin, the AOOA’s general manager.
According to AOOA, the campaign comes at an important time for the Australian olive oil industry.
“Last year, olive oil prices hit a record high and we saw consumers leave the category because of cost-of-living pressures,” said David Valmorbida, president of the AOOA.
“This year, prices are falling, so it’s the perfect time to promote olive oil and remind consumers of the flavor that a drizzle of extra virgin olive oil offers,” he added.
On average, Australia produces around 20,000 metric tons each year, while more than 32,000 tons of olive oil are imported to meet domestic demand, mainly from the European Union.
The average consumption of olive oil in the country hovers around 50,000 tons per annum, which translates to a per capita consumption of approximately 1.92 kilograms.
In 2024, however, per capita consumption of olive oil in the country declined, reaching approximately 1.28 kilograms.
In that year, olive oil prices in Australia rose by almost 20 percent, reaching A$25 (€14) for a liter of extra virgin olive oil.
The main drivers of the price surge were high production costs and unfavorable growing conditions, such as inclement weather and the manifestation of olive pests, which put pressure on the industry.
Furthermore, imported extra virgin olive oil in Australia became more expensive than locally produced extra virgin olive oil, reversing a long-standing characteristic of the Australian market.
The objective of the AOOA campaign is to increase olive oil consumption in the country, ultimately.
The association has estimated that if half of the Australians drizzled just ten milliliters of olive oil to finish a dish each day, it would mean an extra 47 million liters of olive oil would be consumed each year, practically doubling the country’s annual consumption.
The amount of ten milliliters is even less than the daily intake of olive oil (about two tablespoons, or approximately 30 milliliters), which health experts deem the optimal quantity for tangible health benefits.
The Spanish Olive Oil Interprofessional Organization also supports the “Get Drizzling” campaign. Spain is a significant exporter to Australia, accounting for more than two-thirds of Australia’s annual olive oil imports.
“It’s important for Australian consumers to understand that with just a drizzle of olive oil they’ll get a better, healthier and tastier dish,” said the interprofessional’s general manager, Teresa Pérez Millán.
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