Moderated the roundtable discussion "Communication as a Sales Tool for Olive Oil" at the Olive Oil World Congress in Lisbon

On Friday, July 3rd, I was honoured to moderate the roundtable discussion, "Communication as a Sales Tool for Olive Oil," at the Olive Oil World Congress in Lisbon, where I joined inspiring professionals from across the international olive oil sector to discuss the future of olive oil communication.

Together, we explored how storytelling, authenticity, education, digital communication, and immersive experiences can transform the way people perceive and appreciate extra virgin olive oil.

During the discussion, I also shared the story behind Mykonos Olive Oil Tasting - an innovative olive tourism concept that demonstrates how meaningful olive oil experiences can flourish even in destinations without olive oil production. I firmly believe that olive tourism extends far beyond olive groves and mills. With creativity, scientific knowledge, and authentic hospitality, olive oil can become a powerful cultural and tourism asset anywhere in the world.

I am grateful to the conference organisers and my fellow panellists for such an inspiring exchange of ideas. The future of olive oil depends not only on producing exceptional quality, but also on communicating its value in ways that educate, inspire, and create meaningful connections with people.