The appointment is back with Oil Workshop Festival, The Congress created by Luigi Caricato on extra virgin olive oil, with seminars, tastings and workshops to learn to discover and learn more about the fascinating universe of a condiment so central to Italian food. Among the many innovations of the eighth edition (scheduled for 31st January, 1st and 2nd February at Palazzo delle Stelline in Milan), whose main theme is "Our Lady Advertising", we want to tell you three so as not to miss this appointment.
A new communication strategy
Although oil is a food and a product known and widely used by consumers, it is not possible to communicate well. With a millennial history behind it, over the years oil has become something new compared to the past, much more usable and better. However, this change has not been communicated and this is why a new path has been outlined with the help ofCommunication Academy of Milan. In the spaces of the Palazzo delle Stelline it will be possible to know the new communication strategies developed by a team of young creatives led by the director Antonio Mele. you can see posters but also TV commercials completely renewed in the setting, to give a new color to the soul of an element so precious for our health.
Understanding how to make the price of a bottle of extra virgin olive oil
It is always difficult to disentangle between many varieties (and prices) of extra virgin olive oils on the shelves of large retailers. Often the information on the labels is not exhaustive and does not help to clarify. With the help of the marketing expert Massimo Occhinegro, starting from a study of the International Olive Council, it will be possible to identify the ways to understand in a scientific and incontrovertible way what can be defined as the "construction of a price", that is the process that leads to define the price of a bottle of extra virgin olive oil on the shelf. In this way it will be easier to choose the right oil with respect to every consumption requirement, being sure to bring a quality product to the table at the right price.
Tasting … the olives
Have you always tasted the oils but the table olives as they know each other? Thanks to the intervention of Roberto De Andreis you can taste some types of olives to understand how they differ from those used in the oil mill to produce a particular oil. The book will also be presented The tasting of table olives, published by Olio Officina. At a time when you learn to taste everything, even table olives call for greater awareness!
And finally, we asked the creator of Olio Officina Festival, Luigi Caricato, an advice on which appointment should not be missed at Olio Officina: "In an age where there are only walls, there are always obstacles in interpersonal relations, I would think of a workshop on world oils. There are oils produced in Japan, where until a few decades ago there was not even the olive tree. Now there is a wonderful oil produced. A work shop thus helps to have a stimulating approach, to open up to productions unknown and very far from us, such as Chilean, Argentinian and Japanese. We understand many dynamics, observing and knowing the productions far from us. For example, it is curious to discover the difference between what happens in Italy and Japan: there they have an approach aimed at a deep knowledge of the product, in the sense that even the common consumer has a more specific knowledge, aimed at buying the most oil excellent. What unfortunately does not happen to us yet, despite the olive oil is almost inherent to our culture. A starting point to reflect on, do not you believe? ".
The appointment is scheduled for January 31st, February 1st and 2nd at Olio Officina Festival, Palazzo delle Stelline, Corso Magenta 61, Milan.