With sales that expanded by 41.27% in the first nine months of 2012 exceeding 18,600 tons, China is on the way of becoming one of the world’s largest importers of Spanish olive oil, giving Spain a market share that upped to 60% in the same period.
According to Rafael Pico, Member of the Interprofesional del Aceite de Olive Español Directive Board, the organization created to promote the Spanish olive oil in the region ”Our brands are the ones that dominate the shelves and sales in all supermarkets around the country, and they do so at higher prices than our competitors’ ".

The excellent results are not a stroke of luck. Since its foundation in 2009, aiming to boost the sales that barely exceeded 3,000 tons that year, the organization has implemented a series of promotional campaigns in the country.
Promotional events last year included the collaboration with the cooking show “Delicious Life”, broadcasted nationwide on the Travel Channel, in which, over the course of more than twenty shows, popular Chinese TV, movie and music stars were featured learning how to cook some of the most traditional recipes using Spanish olive oil.
Points-of-sale have also played an important role in the campaign, with over 120 POS  set in six of the main cities, Beijing, Tianjin, Shanghai, Hangzhou, Guangzhou and Shenzhen, in which 70 different Spanish olive oils were sold with a code to access additional promotional material.

Other actions included the participation of fifteen leading food bloggers in China in different cooking events where they learnt about the benefits of the olive oil and had the chance to create new dishes using Spanish olive oils.

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The Tapas Truck, driven by "La Interprofesional del Aceite de Oliva Español", lands in major cities around the world taking advantage of the popularity of food trucks that go over the streets daily introducing the use of olive oil as a world’s flavour enhancer.
The tapas are offered with olive oil as a common ingredient and they are accompanied by information on this product and its various cooking uses.
The tapa has become synonymous of Spanish cuisine all over the world, enhancing the Spanish food truck presence in 10 countries on four continents (France, UK, Germany, Russia, The United States, Mexico, Brazil, China and Japan).
These mobile restaurants that populate the world’s main cities facilitate contact with consumers, in general, and the Tapas Truck specifically provides Spanish identity and healthy food beyond our frontiers.  

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