SA Olive has announced the appointment of chef Ollie Swart as its new brand ambassador for the next few months, as part of ongoing efforts to raise consumer awareness around South Africa’s Extra Virgin Olive Oil (EVOO).
The partnership brings together SA Olive’s focus on education and Swart’s ingredient-led approach to cooking, with the aim of helping consumers better understand the value and versatility of locally produced EVOO.
Driving Awareness Through Education
A central focus of the collaboration will be consumer education. While EVOO is becoming more widely available in South African kitchens, SA Olive notes that the category still requires greater public understanding.
As part of the initiative, Swart will collaborate with SA Olive on a series of cooking videos focused on the quality of South African EVOO, as well as practical guidance on how to use it in everyday cooking. His approach, which emphasises simplicity and respect for quality ingredients, aligns with SA Olive’s objective of making EVOO more accessible to consumers.
Swart says his cooking is built on a simple foundation of lemon, salt and Extra Virgin Olive Oil, adding that South African EVOOs “stand comfortably alongside the best in the world.”
South Africa’s Position in the Global Market
South Africa currently accounts for just 0.99% of the global olive oil market in the 2024/2025 period. Despite this relatively small share, locally produced EVOOs consistently compete with leading international products.
This is attributed to the country’s favourable growing conditions, skilled producers and strong quality standards, which continue to support the reputation of South African olive oil.
Reinforcing Quality Through Compliance
The campaign will also highlight SA Olive’s Commitment to Compliance (CTC) Scheme, which serves as an important quality assurance mechanism within the local industry.
The scheme ensures that olive oil bearing the CTC seal meets strict standards, providing consumers with confidence in the authenticity and quality of locally produced EVOO.
By including the CTC Scheme in consumer-facing content, SA Olive aims to support more informed purchasing decisions and greater awareness of quality indicators.
Industry Focus on Consumer Engagement
SA Olive CEO Wendy Petersen says raising awareness among consumers remains a critical priority for the organisation. She notes that many consumers are still in the process of understanding the value and versatility of EVOO.
According to Petersen, Swart’s relatable and practical approach to cooking makes EVOO accessible to a broad audience, including home cooks, food enthusiasts and health-conscious consumers.
Looking Ahead
The ambassador campaign will roll out over the coming months, with content aimed at encouraging consumers to explore the use of EVOO in everyday cooking and to better understand the quality of locally produced olive oil.
Through this initiative, SA Olive continues its efforts to build awareness, promote quality and support informed consumer choices within the South African olive oil sector.