One in five bottles of Olio Toscano PGI flows into Germany, the largest European market for this prized extra virgin export after the United States. The Olio Toscano PGI Consortium aims to capitalize on this demand with fresh promotional campaigns targeting Germany’s restaurant, hospitality, and media sectors. As part of the EU-backed GUSTO project, these efforts will feature Olio Toscano PGI alongside Pecorino Toscano PDO, Prosciutto Toscano PDO, and Finocchiona PGI.
The four Tuscan staples debut this week in Hamburg as part of Restaurant Week (running through November 11), where 20 Italian eateries will offer a “Tuscan board” of bruschetta drizzled with Olio Toscano PGI, plus generous servings of Pecorino Toscano, Prosciutto Toscano, and Finocchiona.
“We are bringing a slice of Tuscany to Hamburg, a top market for Made in Tuscany agrifood products,” says Fabrizio Filippi, President of the Olio Toscano PGI Consortium. “These initiatives mark a long-term strategy to build our brand on quality, traceability, and authenticity. From restaurant promotions and buyer meetings to press tours in Tuscany, our goal is to reach diverse audiences, all while highlighting the unique flavor and health benefits of Olio Toscano PGI.”
The Consortium leans heavily on marketing and communications, backed by a robust advertising push. In mid-November, a delegation of German journalists will tour Tuscany’s olive groves, mills, and landscapes, catching the harvest in full swing and deepening their appreciation for Tuscany’s liquid gold.