IV CONGRESS AOVE: 24 y 25 of September 2026
IV ADAOVE AWARDS (Martos, September 24, 2026 at 20:00)
Casa Municipal de Cultura Francisco Delicado. Avda. de Europa, 31. 23600 Martos (Jaén)
The Association for the Defense of Extra Virgin Olive Oil (ADAOVE) celebrates the 4th edition of its awards in the city of Martos, Jaén, an emblematic enclave of olive-growing culture and an undisputed reference in the history, production, and promotion of EVOO. After the editions held in Alicante in 2022 and 2024, and in Zaragoza in 2025, these awards reaffirm their vocation of publicly recognizing those who, from different fields, contribute in an exemplary way to the defense, promotion, and prestige of Extra Virgin Olive Oil.
THE CATEGORIES ARE:
✓ Health
✓ Gastronomy
✓ Promotion and Marketing
✓ Businesswoman of the Year
✓ Special Mention
These awards express ADAOVE’s commitment to excellence, innovation, responsibility, and the enhancement of a product that is an essential part of our agri-food, cultural, and social heritage. This ceremony is, therefore, an institutional act of gratitude toward the individuals, entities, and initiatives that work to strengthen the present and project the future of EVOO as a symbol of quality, Mediterranean identity, culture, and sustainable development.
Once the ceremony concludes, we will enjoy a pleasant time together with a cocktail for all attendees of this awards event.
IV ADAOVE CONGRESS: CULTURE, GASTRONOMY AND HEALTH
(September 25, 2026 - Teatro Municipal Maestro Álvarez Alonso - Martos)
9.00 a.m. OPENING
Mayor-President of the Martos City Council, Mr. Emilio Torres Velasco.
Executive Vice President of the Association for the Defense of Extra Virgin Olive Oil (ADAOVE), Mr. Joaquín Selma Ortiz.
President of the Provincial Council of Jaén, Mr. Juan Latorre Ruiz.
Regional Minister of Agriculture, Fisheries, Water and Rural Development, Mr. Ramón Fernández-Pacheco Monterreal.
Rector of the University of Jaén, Mr. Nicolás Ruiz Reyes.
9:20 a.m. Panel I. Gastronomy
The journey of EVOO: from the olive grove to the gastronomic experience
Extra virgin olive oil is evolving toward a new paradigm: it is no longer just a product, but an experience that connects gastronomy, territory, and emotion. This round table proposes an agile and innovative format that traces this journey in a short time, offering a clear, current, and dynamic vision of EVOO’s role in gastronomy with the following objectives:
− Show EVOO as the axis of current gastronomic experiences.
− Connect product, territory, and emotion in a brief and attractive format.
Round table. Speakers:
• Juan Carlos García. Michelin-starred chef at Restaurante Vandelvira (Baeza).
• Tomás Rueda López. Chef at Restaurante Almocaden (Alcaudete).
• Ana María Gutiérrez García. Cocinando entre olivos.
• Carmina Martínez Ortíz. Carmina en la cocina. El Dornillo.
• Pepa Higueras. Restaurante Antique (Úbeda).
Moderator: María Dolores Jaén Cañadas. Expert in sensory analysis of Extra Virgin Olive Oil and designer of signature sensory experiences. EVOO sommelier and member of ADAOVE’s Scientific-Technical Advisory Committee.
10.00 a.m. Panel II. Oleotourism
The Provincial Council of Jaén promotes oleotourism through its brand OleotourJaén, a strategy that integrates more than 120 tourism resources to position the province of Jaén as the world reference for olive oil culture. It is also part of the Oleoturismo España project, in collaboration with the Spanish Association of Olive Municipalities (AEMO) and seven provincial councils: Badajoz, Cáceres, Ciudad Real, Córdoba, Huelva, Sevilla, and Tarragona.
Conference: Oleoturismo España
Speaker: Francisco Javier Lozano Blanco. Deputy for Promotion and Tourism, Provincial Council of Jaén.
Round table. Speakers:
• Custo Castillo Santiago. El Madroño. Martos (Jaén).
• Ana Sánchez Lago. Hacienda Guzmán. Sevilla.
• Ester Andreu Montoya. Torclum. La Bisbal del Penedès. Tarragona.
Moderator: Dr. Eva María Murgado Armenteros. Professor at the University of Jaén.
11.00 a.m. Coffee Break
Exhibition of EVOOs, tasting of Panettones made with EVOO, as well as products from Degusta Jaén.
11:30 a.m. Panel III. Promotion and Marketing
Conference: EVOO in the world of healthy and silent luxury
• Speaker: António Paraíso. Portuguese entrepreneur and consultant. Selected as one of the 100 most influential people in the world of luxury, according to Forbes magazine.
12:30 p.m. Panel IV. Influence of the CAP on the profitability of traditional olive groves and the production of high-quality EVOO
Conference: The CAP post-2027: threats and opportunities for the olive sector
• Speaker: Dr. José Antonio Gómez-Limón. Professor at the University of Córdoba.
Round table: The CAP that Jaén needs
Speakers:
• Cristóbal Cano Martín. Secretary General of UPA Spain.
• Juan Luis Ávila Castro. Secretary General of COAG Andalucía.
• Luis Carlos Valero Quijano. Manager of ASAJA Jaén.
• Cristóbal Gallego Martínez. President of the Olive Oil Sector of Agro-food Cooperatives of Andalucía.
Moderator: Dr. José Domingo Sánchez Martínez. Professor at the University of Jaén.
13.20 p.m. EVOO Tasting organized by experts María Dolores Jaén Cañadas, José Ramón Romero, and Keiko Tagawa.
14.15 p.m. Closing.
14.30 p.m. Farewell Cocktail
