To produce well, yes, but it is necessary to know how to commercialize the product to avoid that, although its very good characteristics, it is like the famous “zita di Ceglie” that is unsold. In short, it is necessary a good marketing strategy so that it quickly reaches its natural consignee, that is the consumer. And so, it is of course for the extra virgin olive oil.

Unfortunately, some competitor countries have filled the gaps mostly from the quantity point of view. For instance, to import: one thing is to import from the community countries (that in Europe with no barriers can and must be compared to any Italian region, as Calabria or Sicily), one other is, instead, to introduce goods from extra-community countries: strict controls must be worked about these imports.

To gain the lost ground there is only a way: the Protected Origin Denomination (DOP) and, so, the importance of a Consortium able to protect the product DOP and give it notoriety and value. Hence the creation of a Consortium for the exploitation and protection of the extra virgin olive oil “Terra di Bari” that aims at the quality certification, the only one that can give value to the product and, consequently, to the commercialization. In what way? Through a promotional campaign that aims at a major care of the image in order to increase the sale of the oil branded DOP: in particular, it is important to inform the consumer and give him wide guaranties about its origin, method of production and transformation of the extra virgin olive oil, making him informed about its organoleptic, healthy and gustative characteristics of extra virgin DOP “Terra di Bari”.

But besides informing the consumers about the existence of a brand DOP in order to guarantee with “European rules” the quality of the oil, the Consortium intends to plan several activities that aim at increasing the training of olive-growers and draw - plate workers, by spreading among them the awareness that only adopting the must modern techniques of production and transformation it is possible to guarantee and improve quality.

Such a strategy includes meetings and messages with the use of mass media, pointing out the great advantages that the Consortium can give to our olive-growing, to the incomes of the firms, and finally to a big part of the economy of Bari Province.

As a consequence of this, the Consortium is in the position to be the point of reference of the producers, the workers and the consumers endowed with an agile, and efficient structure with a modern technology.