10:30- 11:00am. Registration.
11:00- 11:15am. Introduction.
11:15- 2:00pm. Product and Marketing.
11:15- 11:45am. The food and beverage market in the United States.
The olive oil and olive market in the United States, facts and consumer tendencies.
Speaker: James Russo, Marketing Vice President of AC Nielsen USA.
11:45- 12:15am. THE OLIVE OIL:  The emerging product in the market. Product: origin, history, variety. Marketing: distribution and consumption around the world. The Future, A marketing opportunity: tendencies, consumer profile, etc.
Speaker: Honorio González Blancas, Corporate CEO and Business Development of Arteoliva-Globalab Group.
12:15- 12:45am. The importance of naming the origin of the olive oil in the Spanish olive grove.
Speaker: Enrique García Tenorio, Director of Denominación de Origen Montes de Toledo.
12:45- 1:00pm. Break.
1:00- 1:30pm. Carlos Martinez, Sales & Marketing Manager of  Valderrama Oils.
1:30- 2:00pm. The internet as a main sales portal for agricultural products.
Speaker:  Tim Harris, Co-CEO of Latienda.com, a major internet e-market of Spanish products in the United States.
2:00- 2:00pm. Professional Extra Virgin Olive Oil Tasting.
Keys to a successful olive oil tasting.
Speaker: Justo Parada de Castillo de Tabernas.