Madama Oliva presents the "Olive Novelle", the fresh fruits just harvested in the countryside 2026

Madama Oliva presents the new special selection “New Olives – New harvest”, now in its 14th edition, with fruits freshly picked during the October 2026 harvest available on the shelves throughout December, while stocks last.

The objective

The objective of the New Olives selection is to enhance the freshly harvested product, in order to broaden appreciation of this delicious fruit and enable consumers to make increasingly informed choices. Thanks to the communication material dedicated to the initiative, consumers are immediately made aware that the olives they buy are from the new harvest, with their unmistakable flavour enhanced by the freshness of the product.

The target of the limited edition is the consumer who values the freshness and authenticity of products, and the pack sizes are ideal for family consumption. With their delicate, unmistakable flavour, they are perfect for accompanying aperitifs and appetisers, serving a true selected seasonal delicacy at the table.

The packaging

The launch will be supported by two ad hoc display stands, while an adhesive sticker dedicated to the “New Olives Festival – limited edition” will be applied to the packaging. There will also be out-of-shelf displays, with pallboxes featuring customised graphics and pallets with customised “New Olives” crowners.

The new-harvest olives are offered in two packs: Dolci verdi Giganti “Frutto del Mediterraneo” at 250 g and the value format, in 800 g bags.

The comment

“Madama Oliva is the only Italian company to promote freshly picked olives as an autumn delicacy,” comments Sabrina Mancini, Marketing Director at Madama Oliva. “In particular, giant sweet green olives are the most widely consumed in Italy. To ensure the quantity and quality of the raw material directly from farmers and to better control the supply chain, Madama Oliva has invested in and established facilities in the main production areas, including one in Larissa, Greece, where this year our sales team attended the harvest in order to communicate the extensive work involved in selecting the raw materials to buyers. Our selection is available on the fresh produce shelves and differs from preserved olives—those offered in tins, glass jars or small bags—precisely because of the type of processing to which it is subjected. Fresh olives, in fact, contain no preservatives and therefore retain their clearly distinguishable authentic colours, aromas and flavours, as well as having a lower salt content than preserved olives.”

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.