PhD in Social and Legal Sciences, Professor at the Department of Economics, University of Jaén, and Director of Picualia.
CV:
Juan Antonio Parrilla Gonzales holds degrees in Business and Management from the University of Jaén, a Master’s in Economics and Territorial Development, a Marketing and Management diploma from ESIC, and a PhD in Social and Legal Sciences (CUM LAUDE). His research focuses on olive oil, olive culture, olive tourism, and social innovation, emphasizing cooperative mills as tools for regional development. Since 2015, he coordinates cooperatives and olive mills to enhance competitiveness. He is a Technical Director at Picualia, a Professor at the University of Jaén, and has collaborated with the University of Turin on precision agriculture and blockchain in olive mills.
Presentation title:
Olive oil: Added Value through Tourism and Gastronomy
Presentation abstract:
Extra virgin olive oil has been a central element of the Mediterranean diet for millennia. It has always been relevant in our lives.
With the emergence of new lifestyles and and diets, extra virgin olive oil needs additional promotional efforts to generate added value for farmers while also offering consumers a healthy, gastronomically balanced option.
For this reason, this series of presentations showcases the potential of olive oil in tourism, gastronomy, and marketing to generate value for society.