Youth, health, and the future of olive growing: these were the three main themes of the conference. “EVO Generation”, organized by Unapol – National Union of Olive Producers Associations In the prestigious setting of Palazzo Ca' Vendramin Calergi, home to the Venice Casino, the event brought together institutions, scientists, and industry representatives to reflect on the educational and cultural role of extra virgin olive oil, a key component of the Mediterranean Diet and an ambassador of Made in Italy around the world.
The works were introduced by Tommaso Loiodice, president of Unapol, who reiterated the importance of training a new generation of aware consumers and professionals:
«We want young people to become the new ambassadors of the olive oil culture - he has declared - Not only through the educational projects Unapol brings to schools, but also by encouraging young talent in Italian kitchens. EVO is the symbol of our identity, of health, and of a food model worth exporting around the world.
The debate, moderated by the journalist Vincenzo Rutigliano (Il Sole 24 Ore), saw the participation of Patrick Giacomo La Pietra (MASAF Undersecretary), Daniele D'Amario (Abruzzo Region), Leonardo Granata (Confagricoltura), Carlotta Franchi (Mario Negri Institute), Anna Cane (Assitol) and Alfred Marasciulo, Panel Head recognized by Masaf.
Education, health and tourism: the culture of oil as a system
Anna Cane, president of Assitol, He recalled how the culture of oil must be transmitted with new and inclusive languages: We've been working on consumer education for years, because knowledge about olive oil is still limited. With the Pane e Olio project, we've brought the traditional snack back to young people, even reaching the 2026 Milan-Cortina Olympic athletes. To reach the new generations, we need to adopt their language and consumption patterns.
On the scientific front, Carlotta Franchi, of the Mario Negri Institute, highlighted how EVO oil is a true ally of health: Research confirms the close link between nutrition and well-being. Extra virgin olive oil is rich in polyphenols and monounsaturated fatty acids, which have significant anti-inflammatory and antioxidant effects, helping prevent cardiovascular and metabolic diseases.
Alfredo Marasciulo, Panel Leader recognized by Masaf, instead emphasized the importance of sensory knowledge: "We have an extraordinary heritage of cultivars, but we need to educate them about tasting. Even children show curiosity and openness: olive oil culture must start there, in schools."
Experiential tourism and young businesses
Leonardo Granata, president of the olive growers of Confagricoltura Veneto, reiterated the need for a sustainable economic approach: Olive growing can represent an opportunity for young people, but profitability remains the key issue. Training, innovation, and experiential tourism are key levers to ensure true and lasting generational change—to educate, innovate, and promote Italian extra virgin olive oil.
In tune, Daniele D'Amario, Councilor for Economic Development and Tourism of the Abruzzo Region, highlighted the potential of oil tourism: Tourism linked to olive groves and olive oil mills is growing year after year. It's essential to create synergies with wine tourism to build integrated and competitive itineraries, capable of jointly presenting wine and oil as regional and cultural assets.
La Pietra: "The Olive Oil Plan was born from dialogue and innovation."
In his speech, Masaf Undersecretary Patrizio Giacomo La Pietra emphasized the Government's desire to strengthen the supply chain with shared tools: The Olive Oil Plan we are developing is the result of two years of discussions with producers, associations, and experts. The goal is to support young entrepreneurs, promote innovation, and improve production quality. EVO oil remains a product rooted in tradition, but the future requires a modern, technological, and sustainable vision.
Taste and identity: the final showcooking
To close the day, the showcooking “The cicchetto meets the monovarietal taste”, created by chef Umberto Vezzoli with pairings by panel leader Marasciulo: a multisensory journey that combined the Venetian tradition of cicchetti with the excellence of Italian single-variety products, illustrating EVO as a gastronomic and cultural language.
Unapol: educate, innovate, enhance
With "EVO Generation," Unapol confirms its commitment to spreading an olive oil culture that combines education, research, health, and tourism, transforming extra virgin olive oil into a strategic lever for the country's sustainable development and growth.
