With 42 PDO (Protected Designation of Origin) and 8 PGI (Protected Geographical Indication) certifications, Italian extra virgin olive oil represents a heritage of quality and biodiversity. To succeed in international markets, it must not only be recognized but also have its story told and its value highlighted. In this process, the restaurant sector plays a strategic role, helping to spread a culture of extra virgin olive oil and showcase its distinctive characteristics beyond national borders. This intersection of quality, the restaurant industry, and internationalization is the focus of the third edition of EVOLIO Expo—a B2B trade fair dedicated to extra virgin olive oil and the entire olive-oil supply chain. Organized by Senaf on behalf of Nuova Fiera del Levante, the event will take place from January 28 to 30, 2027, at the Fiera del Levante exhibition center in Bari.
What role can the restaurant sector play today in promoting Italian extra virgin olive oil, and how can it help enhance its recognition in foreign markets?
This very relationship is the focus of insights shared by Gianvito Matarrese, chef at the restaurant EVO in Alberobello and a featured guest on an episode of the EVOLIO Podcast. According to Matarrese, chefs should act as catalysts for promoting olive oil, highlighting its unique qualities and encouraging a more informed use of it in the kitchen. This approach moves beyond viewing extra virgin olive oil merely as an ingredient, recognizing it instead as a central element of the gastronomic experience.
At his restaurant, this vision is brought to life through a curated selection of oils paired with various dishes—a journey that showcases specific cultivars, organoleptic profiles, and production methods. Tasting experiences and the role of an “olive oil sommelier” also play a key part, guiding customers as they discover the diverse expressions of extra virgin olive oil. In this way, the restaurant sector becomes a place for learning about the product, where consumers can discover how to recognize and appreciate the differences between various oils, gaining a better understanding of their true value.
This challenge extends beyond chefs to the entire supply chain, which is called upon to invest in education and the promotion of a culture surrounding extra virgin olive oil—a culture that is still in the process of taking root. The ability to showcase extra virgin olive oil in dining settings can help strengthen its recognition well beyond national borders, offering international consumers new opportunities to engage with the quality and diversity of Italian production.
And what, then, do international industry professionals look for when they meet with Italian producers?
Offering the perspective of the American market is Lisa Ann Marchesi, an Italian-American entrepreneur with experience in importing extra virgin olive oil (EVOO) into the United States, who appeared on an episode of the EVOLIO Podcast International Edition. Marchesi emphasizes that when selecting an EVOO, it is not just taste and quality that matter, but also the opportunity to gain a deep understanding of the product, its specific characteristics, and the people behind its production.
“I’ve spent nearly a decade in this sector, studying everything there is to know about extra virgin olive oil,” says Marchesi. “One of my favorite cultivars is Coratina, due to its polyphenol content. For me, what matters is quality, taste, and the people with whom I can build business relationships.”
This approach is also reflected in her experience at EVOLIO Expo, where meeting with companies serves as an opportunity to discover new products and assess their potential for the U.S. market.
“When I meet with producers, the first thing I notice is the bottle: I look for something that stands out—something that catches my eye and makes me want to find out what it tastes like,” Marchesi explains. “Then, I want to taste the oil and identify its characteristics. Finally, I ask about polyphenols and request to see laboratory analyses. I want to know exactly what I am buying.”
Packaging, tasting, technical information, and a direct connection with the producers are, therefore, key factors that can guide the decisions of an international buyer. While quality remains the essential starting point, it must be made recognizable and understandable—especially in markets where the culture surrounding Italian extra virgin olive oil still has significant room to grow. In this process, communication and nutritional education serve as vital tools for broadening the ways in which extra virgin olive oil (EVOO) can be used—including through less conventional culinary pairings. Marchesi highlights the need to introduce American consumers not only to the product’s specific characteristics but also to its versatility in the kitchen, moving beyond the narrow view of it as merely a simple condiment.
It is precisely through the intersection of product knowledge, culinary expertise, and commercial relationships that new opportunities for Italian EVOO can emerge in international markets. The restaurant sector plays a key role in showcasing its value, while ongoing dialogue with buyers and importers allows companies to better understand the specific needs of different markets and effectively highlight the distinctive qualities of their own products.
With this in mind, EVOLIO Expo 2027 serves as a meeting point for producers, restaurant industry professionals, and both Italian and international buyers—fostering discussion and business opportunities to strengthen the presence of Italian EVOO in global markets. This objective aligns with the event’s ongoing growth, as evidenced by the results of the second edition, which saw 50 international buyers from 16 strategic countries conduct over 700 meetings with exhibiting companies.
The third edition will maintain the signature EVOLIO Expo format, featuring B2B meetings, talks, conferences, guided tastings, masterclasses, olive oil sensory training, show-cooking demonstrations, and in-depth sessions involving producers, buyers, experts, chefs, medical professionals, researchers, and institutional representatives. The program will once again center on the event’s three core themes: “Olive Oil is Health,” which explores the link between EVOO and well-being; and “Olive Oil is Tourism,” which focuses on the potential of olive-oil-related tourism and the promotion of olive-growing regions. and “Olive Oil is Innovation,” dedicated to new technologies, advanced production models, and solutions for a more competitive and sustainable supply chain.
