The Spanish Association of Olive-Growing Municipalities (AEMO) has presented its ‘24th Awards for the Best Promotion of Olive Culture 2026’. Among the organisations and initiatives honoured, Manuel Parras Rosa, Professor of Marketing and Market Research and a researcher at the INUO’s Marketing and Economics Unit, has received the AEMO Special Recognition Award for his work in promoting the profitability of olive groves in Jaén.
Specifically, the jury for these awards unanimously decided to grant a special recognition to Manuel Parras Rosa for his active involvement, his energy and his invaluable ongoing work in defending, modernising and promoting the olive-growing sector in the province of Jaén.
The award highlights the extraordinary impact of his latest knowledge transfer project: the feasibility study and series of workshops entitled ‘Strategies for a more competitive olive-growing sector in Jaén’. This initiative, which has actively toured 25 municipalities and produced a series of highly successful educational videos with the support of the Jaén Provincial Council, “is the perfect reflection of his work today”, noted AEMO.
In this regard, the jury is recognising “a commitment that is very much alive and at the forefront”, considering that Manuel Parras “represents the ideal link between scientific knowledge and the day-to-day reality of the sector, acting as a true driving force behind the competitive strategy and spreading a passion for olive-growing culture throughout the region”.
The awards for this 24th edition of the competition were presented on 21 May 2026 as part of Montoro Olive Week (Córdoba), publicly recognising the efforts and creativity of the winners in safeguarding and promoting Spain’s olive-growing heritage. The winners were: the 2026 AEMO First Prize for the Promotion of Olive Culture, awarded to AOVELAND, a visitor-friendly olive oil mill, presented by Oleícola Jaén S.A. of Baeza (Jaén); Second AEMO Prize for the Promotion of Olive Culture 2026, awarded to ‘Tierra de Olivos’, a television programme on 7TV Jaén, directed and presented by José Luis Romera Vizcaíno, from Úbeda (Jaén); Third AEMO Prize for the Promotion of Olive Culture 2026, awarded to the Sierra de Adamuz Olive Grove Interpretation Centre, presented by Adamuz Town Council (Córdoba).
Source: ‘Asociación Española de Municipios del Olivo’ (25/05/2026)
