9:30-10:00am. Registration.
10:00- 11:20am. Marketing Olive Oil.
10:00- 10:30am. The North American olive oil Market: tendencies and future opportunities.
Speaker: Bob Bauer, President of North American Olive Oil Association.
10:30- 10:55am. Experience of a leader: Acesur in the olive oil markets.
Speaker: Ángela Fernandez de Bobadilla, Internacional Director of ACESUR.
10:55- 11:20am. Marketing strategies with olive oil: new bottling, new formats, new associated products (cosmetics, canned products and pre-cooked items). Marketing position: how to create a value; merchandising and cross marketing.
Speaker: Rosa Vañó, Director of Sales from Castillo of Canena.
11:20- 12:00am. Olive Oil - the main factor of the Mediterranean diet.
11:20-11:40am. Nutrition and Mediterranean diet Expert.
Speaker: Elvira Fernández Colón, Representative of the Spanish Nutrition Association.
11:40- 12:00am. Olive oil in North American gourmet.
Speaker: Chef Edgar Leal.
12:00am. Closing.

12:05- 1:00pm. Professional Extra Virgin Olive Oil Tasting.
Keys to a successful olive oil tasting.
Speaker: Enrique García Tenorio, Director of Denominación de Origen Montes de Toledo, Carlos Martinez, American Sales & Marketing Manager of Valderrama Oils.
1:00- 2:30pm. Matchmaking. Professional sales connections made between distributors and representatives from HORECA of the United States and other chain distributors. Spanish Wine.