HISTORICAL BACKGROUND
In 1985 a severe frost destroyed practically all the trees in one of the most prestigious olive-growing zones. Now that the extra-virgin olive oil production levels are getting back to normal, and the supply can begin to meet the demand once again, it is essential that we provide a clear-cut distinction in terms of both image and pricing structure between this top quality product and conventionally produced standard oils.

THE LAUDEMIO PROJECT
The Laudemio project was born out of the need to offer a reliable guarantee to consumers, vouching for the excellent quality of ex-tra-virgin olive oils produced in areas that enjoy the advantages of a great olive-growing tradition. The Laudemio project highlights the bond connecting that geographical area and its olive-growing processes to the finished product. By stressing this connection we can clearly distinguish this product from all the other oils avail-able on the market. The result is not so much a new kind of extra-virgin olive oil, but rather an 'extra-virgin with a difference', al-though for legal purposes it continues to be classified alongside the rest. The difference lies in the production processes which rely on detailed soil analysis, on accurate management of the olive groves, on specific harvesting, pressing and conservation methods, protects and guarantees the excellent product grown in this area. Clearly, such a process can only succeed if it is imple-mented as a complete cycle, with the various producers following a single harmonized production procedure.

LAUDEMIO: THE PRODUCT
Clearly, in the marketing of a product based on these princi-ples, it is necessary to characterize the olive oil accurately, stressing its special features and making it identifiable as the product of a single overall project, while still allowing the individual producers to personalize their labels. The elements which make Laudemio a unique and valuable product can be summed up as follows:
1) The Olive Oil Producers of Central Tuscany have created a Consortium called 'GLI OLIVANTI'. Only estates located in the area of the Central Tuscan Hills (defined by the 1784 decree of the Ministry of Agriculture) can belong to this Con-sortium.
2) With the advice and consultancy of experts in many fields, the Consortium has drawn up a disciplinary code; a specific board will ensure that this code is respected.
3) Applicants are only admitted to the Consortium once the su-pervisory board of Gli Olivanti has examined and approved their land and olive groves. If the application is accepted, the new member must respect all norms contained in the disci-plinary code.
4) The produce of the Consortium shall be called Laudemio, a registered trade name that refers to an historical Italian cus-tom, evoking a heritage of nobility and prestige, for this was the name given to the best part of the olive oil production, the part the tenant farmers gave the landowner.
5) The bottle, the labeling and the outer packaging which pro-tects the oil from exposure to light, are all common elements identifying Laudemio as part of a single operation, although each producer also displays his own trademark.
6) Laudemio will be marketed through the distribution channels that reach the most demanding consumers, according to a pricing policy which will take into consideration the real ag-ricultural and production costs necessary to produce a top quality oil.