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Category: For Greek Producers
NAOOA executive director Joseph Profaci giving a speech, with a screen near him showing US Olive Oil Volume By Region with graphs and a map

The North American Olive Oil Association (NAOOA) is a not-for-profit trade group of olive oil marketers dedicated to promoting consumption of all types of olive oil by raising awareness of olive oil's benefits, such as flavor, health, culinary versatility, naturalness, and sustainability. It is the continent’s largest olive oil trade group.

The NAOOA represents members who account for over half of the olive oil sold in the United States and Canada. The Association’s Executive Director, Joseph R. Profaci, recently answered some questions about the NAOOA for Greek Liquid Gold’s (GLG’s) readers.

GLG: Why should olive oil companies invest in an organization focused only on one country, the USA?

Profaci: The United States is hands down the most important olive oil market in the world. It is already ranked #2 in consumption (after Italy), so there is a level of awareness unparalleled among other import countries, with an established base from which to build future growth. And there is enormous potential: per capita consumption is only 1-2 liters, and 60% of American households (i.e. 70 million homes) did not purchase a single bottle of olive oil last year.

GLG: What would you say to olive oil company executives who believe it is more important to promote their own brand than to join industry associations?

Profaci: It is essential to do both. Consumption growth in the U.S. is driven by raising awareness of a product that consumers don’t know. Consumers must become converts and start buying olive oil (which is the collaborative mission of the Association) before the brands can fight over them.

GLG: Is the NAOOA for companies of all sizes that wish to export their olive oil to the USA?

Profaci: The 58 NAOOA members reflect the diversity of the entire sector, including five of the top ten retail brands as well as many member companies that operate in the much smaller specialty segment. Our members represent many countries, but right now, we have only three members from Greece -- Agrovim, which has been a member since 2004, Kosterina, and Yanni’s Olive Grove.

GLG: Why would you like more Greek companies to join the NAOOA?

Profaci: As one of the most respected and important producer nations, Greece should have a voice in the association comparable to other countries such as Spain and Italy. 

More about the NAOOA

How Can the NAOOA Help Your Company?

Evi Psounou Prodromou, Managing Director of Yanni’s Olive Grove, says “NAOOA membership is very valuable, because our team feels like we belong to a worldwide olive oil family. As a small Greek company, we feel protected, we get guidance and advice, and most importantly, we learn all the global olive oil news firsthand and have the earliest opportunity to adjust. Becoming a NAOOA member was one of the best decisions we have made.”

There’s never been a more complex time to be in the olive oil business. The NAOOA can help you navigate a constantly changing landscape.

•    The NAOOA keeps you informed on industry issues through bulletins, newsletters, and its website.
•    The NAOOA conducts two meetings per year, distributing industry statistics and other useful information.
•    The NAOOA works hand in hand with a top lobbying law firm in Washington, D.C. to address legislative and regulatory issues on its members’ behalf, and with a strategic public relations firm to help the NAOOA defend against negative attacks and seek correction of published misinformation.
•    The NAOOA's professional staff, with a full-time executive director with 30+ years in the industry and legal experience, is on call to discuss issues of concern to you and your company.
•    Members are eligible to participate in the NAOOA’s marketing programs.

Marketing Programs

The NAOOA manages three seal programs to help members promote their products.

Ad with the words Boost Your U.S. Sales With Trust – North American Olive Oil Association Seal Programs above images of three seals

1. NAOOA Certified Seal
Available to all members who choose to participate, the NAOOA’s Certified Seal, for which the focus is authenticity, is the nation's largest and most complete voluntary olive oil testing and certification program. Off-the-shelf samples are tested multiple times per year for adherence to the International Olive Council’s (IOC’s) physico-chemical standards for both purity and quality. (Agrovim’s ILIADA brand EVOO has participated since 2013.)

2. Extra Virgin Alliance (EVA)  
For NAOOA members whose products meet a set of established criteria to ensure olive oil quality and can demonstrate features that make olive oil special — what we call “+Factors” — related to the oil, the land and the people that made it. (Yanni’s Olive Grove is one of the charter members of EVA.)

3. NAOOA’s American Heart Association’s Heart Check® Program
For NAOOA members who wish to use the AHA’s Heart-Check mark on their olive oil products at a deep discount.

Marketing Benefits

•    Active olive oil promotion through social media.
•    Consumer-facing website with blog, recipes, and educational resources.
•    NAOOA membership in the Specialty Food Association enables “pavilion style” exhibition booths for groups of members at the Fancy Food Shows in New York and Las Vegas — the U.S.’s premier specialty food shows — at a fraction of the cost individual companies pay.
•    Annual Olive Oil Tasting Showcase for Trade and Media (an olive oil tradeshow held in conjunction with the Fancy Food Show in New York City).

Great Value for Members

The cost of NAOOA membership is a fraction of what you would pay for these services on your own. For example, hiring your own government relations, public relations, digital and legal defense teams would cost 100x the average annual membership dues.

Two Company Memberships in One

NAOOA members receive all benefits of membership in the Association of Food Industries (AFI), a 100-year-old trade association representing the U.S. food import industry, including access to AFl's arbitration service for the resolution of commercial disputes, FDA training programs, and registered FDA agent services.

The NAOOA Gives You a Competitive Advantage

Members are updated on such topics as

•    New regulations
•    Labeling and standards
•    Consumer and market trends
•    Quality control issues

Become a Member Today!

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The NAOOA is a Major Sponsor of greekliquidgold.com.

Thanks to the NAOOA for the photos that appear with this article.

All businesses, organizations, and competitions involved with Greek olive oil, the Mediterranean diet, and/or agrotourism or food tourism in Greece, as well as others interested in supporting Greeks working in these sectors, are invited to consider the advertising opportunities on the Greek Liquid Gold: Authentic Extra Virgin Olive Oil website. The only wide-ranging English-language site focused on news and information from the Greek olive oil world, it has helped companies reach consumers in more than 220 countries around the globe.

North American Olive Oil Association very horiz banner

News and Information for Producers

To Consider

Is your bottled extra virgin olive oil available in the USA, the UK, Canada, Australia, or other countries where English is (at least sometimes) spoken, either online or in stores? If so, please let me know (by email to info@greekliquidgold.com or via Facebook message) where and how it is available there. I sometimes receive queries about where people can buy Greek EVOO, so I have now published a list, which I update as needed.

Is your company on Greek Liquid Gold's Olive Oil Companies' Website Links page? If not, you can email info@greekliquidgold.com to request a free listing of your company name with a website link if you produce certified 100% Greek bottled and branded extra virgin olive oil, and you have an English-language website. (Please include a one or two word company name and the link to the English home page with such a request.)

Do you like what you see here, want to gain increased international exposure and help your potential customers learn about your products, and help this website continue to flourish? Read here about supporting Greek Liquid Gold's efforts to promote the high quality and health benefits of Greek extra virgin olive oil with advertisements on this site, which has reached readers in more than 215 countries, or by hiring Greek Liquid Gold writer, editor, and creator Dr. Lisa Radinovsky to help with English-language writing and/or editing for your company's website or other promotional materials.

News Articles and Announcements for Greek Producers (mostly articles and events in Greek)

Οι 10 κορυφαίες χώρες παραγωγής ελαιολάδου: Η Τυνησία είναι 3η, η Ελλάδα 5η

In Olivenews.gr, Vassilis Zampounis shared this disappointing news for Greece: in 2023/24 it produced the 5th largest quantity of olive oil in the world.

Μια ιστορική στιγμή για το ελαιόλαδο συνέβη στην Αμερική

In Olivenews.gr, Vassilis Zampounis reflects on Spain's increasing success with olive oil in the US market and the reasons and effects of this. For example, he says, in the medium-long term, the rise of Spain closes the tap of Greek bulk exports to Italy.

The Olive Wisdom Network Coaching & Consulting group

The first coaching & consulting group specially designed for Greek olive oil producers and bottlers, to be held on the Zoom platform starting September 18. Information is available in Greek.

Βιώσιμη ελαιοκαλλιέργεια στην Ελλάδα: πέρα από την κλιματική κρίση

An important consideration of how to make olive cultivation sustainable in Greece in the face of climate change.

Κρητικές εξαγωγές: αισιοδοξία αριθμών, ανταγωνιστική πρόκληση μεταξύ χύμα και τυποποιημένου

Olive oil made up 52.7% of all Cretan exported products and 76% of Cretan food and beverages, but much of it was exported in bulk rather than bottled.

Η Αυστραλία υιοθετεί το πρόγραμμα «Παρακολούθηση Ποιότητας Ελαιολάδου» στα ράφια των σούπερ μάρκετ

For both domestic and imported olive oils, Australia will adopt an inspection program similar to that of the North American Olive Oil Association.

Στην Σουηδία οι εισαγωγές ελαιολάδου αυξάνονται

With olive oil sales expected to continue increasing in Sweden, there are both opportunities and challenges for international producers interested in this market.

Ένα πρώτο βήμα διαλόγου και ενημέρωσης για τα επίκαιρα ζητήματα της νέας ελαιοκομικής περιόδου

A report from Olivenews.gr on a recent collaborative press conference about the Greek olive oil sector.

An Olive Leaves-Based Diet Might Improve Sheep's Cheese

"New research reveals that adding olive leaves to a ewe's diet results in healthier cheese," and consumers may also appreciate this, so this could be a very productive use of olive leaves.

The Canada Insights

Very useful information for Greeks interested in exporting to Canada, from the Senior Trade Commissioner at the Consulate General of Greece in Toronto.

Όλη η Ημερίδα της 4Ε με θέμα: “Ελαιόλαδο – Πυρηνέλαιο – Σπορέλαια”

A video of a discussion on "Olive Oil - Kernel Oil - Seed Oils: Relationships between nutritional value and economy" (featuring a number of Greek experts) is now available.

Η ελληνική παρουσία στην αγορά ελαιολάδου του Ηνωμένου Βασιλείου

Useful information about the olive oil market in the UK, from olivenews.gr.

Κατοχύρωση 4 βασικών Γεωγραφικών Ενδείξεων Ελαιολάδου στο Διεθνές Μητρώο της Πράξης της Γενεύης

SEVITEL has submitted four important Greek PDOs/PGIs for registration with the World Intellectual Property Organization of the United Nations.

The keys to increasing the consumption of olive oil in the US

An excellent article by Joseph Profaci, Executive Director of the North American Olive Oil Association (NAOOA), about how--and why--to increase olive oil consumption in the USA.

Ένα βήμα από τον Σπήλιο Λιβανό για την ανάπτυξη εθνικής ελαιοκομικής στρατηγικής

In the first step toward the development of a national olive growing strategy, two working groups have been formed.

As Canadian Olive Oil Market Grows, Greek Exporters Fall Behind

"A report issued by the Greek Consulate in Toronto found that Greece has lost ground in the Canadian olive oil market, having been surpassed by Tunisia."

Το 3ο Συνέδριο της Άξιον Εκδοτική διαθέσιμο στο Youtube

Now available on YouTube: the June 9 conference organized by Axion Ekdotiki (publisher of Olive & Olive Oil and olivenews.gr) focused on olive oil marketing networks from the milling stage to the final consumer.

The OliveClima LIFE project

This European Union project team produced five useful demonstration videos (in Greek, with good English subtitles) for olive farmers who wish to help the environment while lowering their costs and improving their products: Weed management in olive groves during winter; Olive tree pruning; Fertilizing olive trees; Compost from the pruning of the olive grove; and Holistic olive grove management.

Η παρενιαυτοφορία στην ελιά και τρόποι αντιμετώπισης

Advice for olive farmers who wish to avoid significantly decreased production every second year, from Olivenews.gr.

Η Xylella f. και η ανάγκη επιστημονικής ψύχραιμης προσέγγισης

Three scientists calmly consider research on Xylella fastidiosa for Olivenews.gr.

Olive Flies in Spain Are Immune to Common Pesticide, Study Finds

Concerning news for producers who rely on organophosphate pesticides.

Γυάλινη ή πλαστική φιάλη για το έξτρα, διχάζουν την Ισπανία

This in-depth, well considered examination of the issue of whether glass or plastic is better for EVOO containers from Olivenews.gr (in Greek) brings up points I had not considered (without, however, comparing metal containers). Although the context is a new Spanish law, the discussion is also relevant in and beyond Greece.

Πλατφόρμα υποστήριξης του Αγροδιατροφικού Τομέα & καταπολέμησης της ανεργίας από τον Αγροτικό Συνεταιρισμό “Ένωση Μεσσηνίας”

This article describes a new online platform where farmers, cooperatives, and businesses in Messinia can publish their labor needs, and interested workers can disclose their availability for employment.

Επιστημονική Εταιρεία Εγκυκλοπαιδιστών Ελαιοκομίας (4Ε)

The website of the Olive Encyclopedists Society (4E) includes news and information about the olive oil market, agricultural policy, olive cultivation, health, nutrition, olive oil chemistry, events, and more. Written in Greek, it allows direct Google translation into English and many other languages.

Dimitra Alieos talks to Vasilis Zampounis about the strong and weaker aspects regarding the place of Greek olive oil in the international market

An in-depth, informative article based on an interview with an international expert. It includes worldwide production estimates for the 2019/20 crop year. For the Greek version of the same article, see Η Δήμητρα Αλιέως μιλά στον Βασίλη Ζαμπούνη για τη θέση του ελληνικού ελαιολάδου στη διεθνή αγορά.

Pulsed Electric Technology Increases Yield and Quality, Study Finds

"A study from the University of Perugia confirms that pulsed electric field technology increases both the quality and yield for three different olive cultivars."

ARISTOIL Guide for Producers: Extra Virgin Olive Oil with Health Protective Properties

For olive oil producers interested in making the healthiest possible olive oil: a guide from the World Olive Center for Health and the Aristoil project (in English).

Αειφορική ελαιοκομία – φιλική στο περιβάλλον και τον άνθρωπο

General advice from olivenews.gr on how to be sure olive cultivation is as environmentally friendly as it can be.

Απαραίτητη προϋπόθεση το ελληνικό παρθένο ελαιόλαδο για τη χορήγηση του σήματος «Ελληνική Κουζίνα»

This article lists the requirements for a Special Quality Sign for Greek Cuisine (ΕΣΠΕΚ) for restaurants and catering businesses, as determined by the Ministry of Tourism, in order to promote Greek gastronomy and support primary production, especially at the local level. Naturally, Greek olive oil is an important part of this.

Industrial Ultrasound Applications in The Extra-Virgin Olive Oil Extraction Process: History, Approaches, and Key Questions

This is likely to interest olive millers. Click on the title at the linked page to read the entire article.

Τα 4Ε εντάσσονται στην ΕΔΟΕ

Olive oil scientists organized by the Olive Encyclopaedia Scientific Society (4E) have now been incorporated as Associate Members of the National Interprofessional Organization of Olive Oil (ΕΔΟΕ) in an effort to foster cooperation between scientists and businesses in the sector.

New Device Detects Adulteration Using Fluorescence Spectroscopy

As Daniel Dawson writes for Olive Oil Times, "The sensor uses a combination of laser diodes and computer-constructed algorithms to measure light emissions from samples of olive oils to determine whether they are correctly labeled."

Machine Improves Yield in Trial Runs by Hitting Olive Paste With Electricity

An interesting technological development in olive oil production.

ΟΔΗΓΟ ΟΡΘΩΝ ΠΡΑΚΤΙΚΩΝ ΣΤΗΝ ΠΑΡΑΓΩΓΙΚΗ ΔΙΑΔΙΚΑΣΙΑ ΤΟΥ ΕΛΑΙΟΛΑΔΟΥ

A 5-page guide to recommended practices in the production of olive oil from SEVITEL.

Xylella fastidiosa

This is a page from the Greek Ministry of Rural Development with photos and information to help Greeks avoid having Xylella become a problem in Greece.

Ενημέρωση για τον οργανισμό καραντίνας Xylella fastidiosa

This article in Agrocapital provides a brief overview of the importance of keeping Xylella out of Greece and the ways to do so, with links to additional information, all in Greek.

Ίδρυση Επιστημονικής Εταιρείας Ελαιοκομίας

This article discusses the establishment of an Olive Encyclopaedia Research Society called 4E (because of its Greek name) and lists its founding members board members.

Σε επιφυλακή οι Περιφέρειες λόγω xylella στη Μαδρίτη

Information, caution, and advice on keeping Xylella out of Greece and what to do if it appears here.

Εν μέσω ανομβρίας, ορθολογικό πότισμα στην ελιά

Advice on irrigation of olive groves in dry areas to reduce the drought's negative effects on flowering and fruiting.

Άνοιγμα σε νέα μέλη για τη Φίλαιος

For Greeks who use, produce, believe in, and/or care about olive oil (since this is all in Greek): you can become a member of Filaios, the Association of Friends of Olive Oil. More info here.