“Taste the Premium”, is a three year campaign, funded by the EU that aims to promote top quality European olive oil from Greece to the markets of United States of America and Canada.

The main objective of the campaign is to raise the awareness regarding the quality of European agricultural products and the high standards that are applied for production and processing methods in the E.U. as well as to enhance the competitiveness of the Union agricultural sector and to promote the European olive oil, which has unique features in terms of quality and taste. The proposed action was submitted by the Producers Association (PA) of Kasell SA, which is the former Association of Olive Oil Cooperatives of Epidaurus Limira, Laconia that was established in 2002 on the initiative of 9 Agricultural Cooperative Organizations.

The area of Laconia, which is located in the Southeastern Peloponnese, among other agricultural products is recognized for high quality olive oil production. The Producers Association of Kasell SA share a common goal, that is to create a standardization unit of olive oil in the area in order to highlight its excellent quality while upgrading its value. Its facilities comprises of modern standardisation and packaging units for olive oil, 9 sophisticated, state-of-the-art and upgraded olive mills that serve a team of about 3,500 olive producers – members of the association.

Olive oil is a type of oil that is extracted from the fruit of the olive tree. It is one of the oldest and most widely used cooking oils in the world, particularly in the Mediterranean area. Olive oil is produced by pressing whole olives and comes in various grades, including extra virgin, virgin, pure, and light. Extra virgin olive oil is considered to be the highest quality and is extracted through a meticulous process that includes solely mechanical methods without the use of powerful petrochemical solvents or excessive heat. It has a rich, fruity taste and a characteristic vibrant green color.

Extra virgin olive oil has become famous not only for its unique taste but also for its health-giving nutrients. Its nutritional composition contains various beneficial substances, that under specific conditions listed in the Regulation (EC) No 432/2012, attribute the following health benefits:

• Olive oil polyphenols contribute to the protection of blood lipids from oxidative stress
• Replacing saturated fats in the diet with unsaturated fats contributes to the maintenance of normal blood cholesterol levels. Oleic acid is an unsaturated fat
• Vitamin E contributes to the protection of cells from oxidative stress
• Replacing saturated fats with unsaturated fats in the diet contributes to the maintenance of normal blood cholesterol levels

In terms of culinary uses, olive oil is a staple ingredient in the Mediterranean cuisine and is valued for its ability to enhance the flavors of various dishes. Its robust flavor makes it perfect for salad dressings, marinades, and drizzling over grilled vegetables or bread. It can also be used for sautéing, roasting, and baking, adding a delightful richness to the food. It should be noted that for thousands of years, the people of the Mediterranean basin have consumed olive oil as the main source of dietary fat.

Beyond its culinary applications, olive oil and extracts of olive leafs has been used for centuries in skincare and haircare routines due to its moisturizing and nourishing properties.

It is often used for the production of beauty products, such as moisturizers, soaps or shampoos.

When choosing olive oil, it is important to consider its quality and authenticity. Consumers should look for reputable brands and labels that indicate the oil’s origin and extraction method. In fact, this product has set out on a path of progressive differentiation based both on the quality and on main credence attributes such as Protected Designation of Origin (PDO), Protected Geographical Indication (PGI), local production and organic certification.