Verona, September 20-22, 2010 - An International Conference on Olive Oil Flavor and Excellence. Beyond Extra Virgin has been more than a conference: it has been an opportunity to exchange and update ideas on the sensory qualities of super-premium olive oil.
Production control, sensory evaluation, culinary application, marketing and technical communication: all these critical aspects of the frontiers of quality in super-premium olive oil have been explored.
Beyond Extra Virgin has been a conference for olive oil producers seeking to achieve excellence. We have covered planning for sensory profiles, controlling critical production operations for sensory influence, appropriate sensory measurement, and describing sensory characteristics in the marketplace.
This has been a conference for chefs and influential restaurants that wish to create a gold standard of olive oil excellence and flavor discovery. The new culture of olive oil that can be a reference point and inspiration for consumers, the media, retailers, and others has been explored. Most of all, Beyond Extra Virgin has been an event for chefs that want to turn olive oil from a cost to a profit center. Beyond Extra Virgin has included presentations, guided sensory explorations, and demonstrations and tastings by chefs.
"Beyond Extra-Virgin" is an international conference dedicated to excellence in olive oil in the world since 2007, alternating between Italy and California. The first edition of this event, in fact, dates back to 2007 and was held at the University of California Davis, the second edition was held in May 2008 in Florence at the Accademia dei Georgofili. The third edition of the International Conference "Beyond ExtraVirgin" at the University of Davis held on 21-23 June 2009 was the most important event in olive oil ever organized by an American university.
The event is aimed at the definition and selection, and promotion of olive oil of excellent quality, regardless of their geographical origin, that will be marked and identified with the initials "Super Premium Olive Oil".
Prof. Claudio Peri, President of theTRE-E (the international association that deals with the exploitation of the olive oils of excellence), said that thanks to this event not only Italy has the opportunity to show the world the excellence of its oil, but also the possibility to become "the reference for creative excellence and regulatory laws for olive oils in the world."
Oleoteca Villa Campestri® and the system OliveToLive that Paolo Pasquali explained during the conference can be the most interesting proposal for the marketing, use and presentation of the major oils in restaurants of excellence. Experiments that Paolo Pasquali has played for years in his restaurant at Villa Campestri with olive oil convinced the Culinary Institute of America, that the Super Premium Olive Oil may forward to the culinary world, not just a great heritage of culture and values, but also a great business opportunity. The agreement between the Culinary Institute of America, Oleoteca Villa Campestri® and the TRE-E Association has the potential of a real innovation in the culture of extra-virgin olive oils of excellence.