Strategies from the Toscano PGI Extra Virgin Olive Oil Consortium
January 13, 2025
5 MIN READ
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In an era when consumers increasingly want to know not just what they’re buying but where it comes from, Tuscany has emerged as a model for transforming agricultural heritage into market power. At the heart of this success is the Toscano PGI Extra Virgin Olive Oil Consortium, a regional organization with the mission to protect the authenticity of Tuscan olive oil while positioning it as a global symbol of quality, culture, and traceability.
Understanding Toscano PGI Extra Virgin Olive Oil
But what does PGI mean? PGI stands for Protected Geographical Indication, a European certification that ensures a product is closely tied to a specific geographic area and produced according to defined standards. For Toscano PGI Extra Virgin Olive Oil (EVOO), this means that every stage of production, from harvesting to pressing to bottling, must take place entirely within Tuscany.
The result is an oil that is not only traceable and certified but also deeply connected to its place of origin. Established in 1997, the Consortium plays a key role in Tuscany’s agricultural economy. The Toscano Protected Geographical Indication (PGI) was officially recognized in 1998, and today nearly 8,000 members across the entire region represent every part of the supply chain: producers, mills, and bottlers. Tuscany, though small in size, is a major force in Italy’s olive oil sector.
The Consortium includes:
• Over 20% of Tuscany’s 36,000 olive oil
producers.
• Around 60% of the region’s olive mills.
• 15–20% of Tuscany’s total olive oil production.
While annual production varies with harvest conditions, these figures have remained steady over time, reflecting the strength of the Consortium’s control system in making the certified portion a trusted reference point for quality, safety, and origin.
By comparison, California, the largest olive oil-producing state in the U.S., has around 40,000 acres of olive groves and 400 producers, much of which is concentrated in the Central Valley. Tuscany’s figures demonstrate how deeply olive oil production is embedded in its culture, economy, and regional identity, with thousands of small producers contributing to a certified, high-value product.
Oversight and Protection
The PGI certification lies at the heart of the Consortium’s activities. Operating under the supervision of Italy’s Ministry of Agriculture, Food Sovereignty and Forests, responsibilities include the protection, monitoring and promotion of the Toscano PGI EVOO designation.
This means monitoring and reporting any misuse of the “Tuscan” name: whether imitation, misrepresentation, or unauthorized use, particularly in markets outside the European Union, where PGI labels lack recognition and are less regulated.
These actions are fundamental in protecting producers, supporting the integrity of the product, and giving consumers confidence in what they are purchasing. At the same time, the Consortium, working closely with its member network, helps protect and maintain the Tuscan landscape, an essential part of what makes this product distinctive.
Promotion: From Everyday Product to Specialty
Olive oil is often seen as a commodity, with many products competing on price. The Consortium’s strategy focuses on helping Toscano PGI EVOO stand out as a specialty product, known not only for its high quality, but also for its connection to Tuscan culture, lifestyle, and well-being.
Marketing activities focus largely on consumers, supported by selective trade initiatives. These include:
• Advertising campaigns across digital and print channels.
• Strategic placement in culinary, lifestyle and wellness outlets.
• Sporting event sponsorships to emphasize health benefits.
“Tuscany’s figures demonstrate how deeply olive oil production
is embedded in its culture, economy, and regional identity.”
All these efforts aim to position Toscano PGI EVOO as a product with both tangible qualities, like traceability and certification, and intangible ones, such as cultural significance and connection to the Tuscan landscape and way of life.
Transparency and Trust
The Consortium ensures 100% Tuscan origin and full traceability throughout the supply chain. Since 2003, in fact, the Consortium has offered a traceability tool on its website, where consumers can enter a code from the bottle and learn about its full journey, from grower to bottler. This system helps consumers make informed choices and strengthens trust in the product.
The Tuscan Model:
• Clear, enforced standards for origin and quality.
• Strong institutional support for protecting the designation.
• Strategic communication and marketing focused on culture and lifestyle, not just product attributes.
• Investment in transparency to build long-term consumer trust.
International Reach
Toscano PGI EVOO is well-regarded in global markets, with especially strong demand in countries outside the European Union, including the United States and Canada, followed by markets in Germany and Northern Europe.
The product’s appeal is deeply connected to the strength of the “Tuscany” brand: a name that carries environmental beauty, history, culture, and craftsmanship. Each bottle of Toscano PGI EVOO represents this connection to place and heritage, offering something unique that can’t be replicated elsewhere.
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