Before publishing this article, written several days ago now, I discussed with some fellow olive growers to understand how appropriate this approach might be to spark new curiosity about our world...

Oleotourism includes all those activities carried out by olive-growing companies to promote extra virgin olive oil, olive-growing culture, and the life of olive growers.
You can organize visits to the company, to the olive groves and mills, oil tastings, pairings, participatory olive harvesting, and all those activities useful for the purpose, namely to introduce people to the world of olive oil.
In our opinion, however, these activities are not really enough to make people understand what a masterpiece of Italian agriculture extra virgin olive oil is. 
For this reason, from the very beginning, we embraced the idea of opening the doors of our company museum "Museo dell'Olio e dell'Olivo Monti Ernici" to all those cultural activities that speak of and represent in various ways the small territories, the landscape, the culture of villages, the local language, sounds, and music.
We therefore began to try to build collaborations with anyone, whether amateur or professional, belonging to these worlds apparently unrelated to agriculture, inviting them to bring their ideas into the world of olive oil.

Why?
Because agriculture and the needs of farmers have shaped the landscape and the customs and traditions of every territory.And here in Boville Ernica, agriculture takes the name of olive growing!
During these first three years of activity, we have opened the doors of our company to photographic exhibitions, solo painting shows, tastings accompanied by musical events, guided tours and tastings with industry associations, pruning introduction seminars, thus managing to involve people even from cultures apparently unrelated to olive growing and the world of olive oil...
In the coming years, we will certainly continue down this path because we are convinced that this is the right way to enhance the world of extra virgin olive oil.
The culture of extra virgin olive oil must be considered a fundamental ingredient of Italian culture, just as oil is a fundamental ingredient of our Italian cuisine!