ARTOLIO, the groundbreaking project dedicated to supporting small-scale extra virgin olive oil producers in the Mediterranean basin, has recently announced the launch of its exclusive marketing strategy workshops. These workshops, designed specifically for the beneficiaries of the ARTOLIO project, aim to provide valuable insights and training to enhance their marketing efforts. The inaugural workshop took place at the University of Jaen, in Jaen (Spain) on June 28, 2023.

Led by Jesús Gordillo, the Head of Communication and Marketing at ARTOLIO and the Head of Strategy at Kellenföl Ad, the workshops offer personalized and practical training in the creation and implementation of effective marketing strategies. Gordillo's extensive experience in the sector ensures that participants receive high-quality and impactful training, benefiting from his in-depth knowledge of the latest marketing trends and tools.

During the workshop, Gordillo used real-life examples of successful marketing campaigns and projects that aimed to change the public's perception of certain products. One such example involved the transformation of the perception of "Cava", a sparkling wine traditionally associated with Christmastime, to a year-round beverage. The purpose of these examples was to inspire and guide the participants in devising marketing strategies that would effectively promote their extra virgin olive oil produced as beneficiaries of the ARTOLIO project.

Gordillo emphasized, “They don't need to possess extensive technical knowledge of the marketing field to develop a successful marketing strategy. As the owner of their brand, each participant is essentially the CEO and head of marketing, so they need to understand first that their brand is not only just a logo, that there must be a story associated with that logo. A narrative. A brand is an entity on its own.”  By analyzing their target audience and understanding their behavioral patterns, participants can take the first step toward achieving success. Crucially, Gordillo stressed that the data necessary for this analysis is readily available on the internet.

Another strong point of the workshop was instructing farmers on how to create campaigns, and the tools necessary to do so, in platforms like Google Ads or Facebook.

The launch of these exclusive marketing strategy workshops represents a significant milestone for the ARTOLIO project and its beneficiaries. Small-scale extra virgin olive oil producers often face numerous challenges when it comes to marketing their products effectively and reaching a wider audience. These workshops aim to bridge that gap by equipping participants with the knowledge and skills necessary to devise and implement successful marketing strategies tailored to their unique circumstances.

The University of Jaén, renowned for its expertise in the agricultural and food sectors, provided an ideal venue for the inaugural workshop. Its state-of-the-art facilities and supportive environment created a conducive setting for learning and collaboration among the participants.

The impact of the marketing strategy workshops is expected to extend beyond the immediate beneficiaries of the ARTOLIO project. By empowering small-scale olive oil producers with the tools and knowledge required to market their products effectively, ARTOLIO aims to contribute to the overall growth and sustainability of the Mediterranean basin's olive oil industry. As these producers become more adept at navigating the complexities of marketing, they can build stronger brands, expand their customer base, and secure a more prosperous future for themselves and their communities.

With the successful launch of the marketing strategy workshops, ARTOLIO has taken a significant step forward in its mission to support small-scale extra virgin olive oil producers. By combining industry expertise, practical training, and a focus on innovation, ARTOLIO is playing a crucial role in empowering these producers to thrive in an increasingly competitive market. The project's commitment to knowledge-sharing and capacity-building ensures that the Mediterranean basin's rich olive oil heritage will continue to flourish for generations to come.