Typical products and marketing strategies for Sicilian olive oils

The research analyses the Sicilian Protected Designation of Origin (PDO) olive oils chain in the contest of Sicilian rural development and as an instrument aimed to add value to agricultural production. Olive oil is a characteristic product of Southern Italian and Mediterranean agriculture and one of the main agro-food production of some Southern Italian Regions; it plays a leading role in Sicilian agricultural production and it can be considered the mort representative typical products of Sicilian rural environment, rural culture and eno-gastronomic tradition. Origin labelled oils are a small but important part of extra virgin olive oil chain process. Even if the present production areas of Sicilian PDO olive oils cover a large part of the region and almost the whole region constitutes a wide quality oil production area, the sold amounts of these products result still lower than the potential. To propose a strategy aimed to improve Sicilian typical oil market, we analysed demand and supply, opportunities and threats. Improving proposals are classified according to supply chain subjects and marketing mix steps.