A new route which aims to promote Moura olive oil and the tradition regarding its production has been established as part of the World Olive Day celebrations, in an initiative of the United Nations Educational, Scientific, and Cultural Organisation (UNESCO), Álvaro Azedo, the head of Beja’s council's executive revealed.

The Moura Olive Oil Route is a three-kilometre walking route of easy accessibility which permits tourists to explore a number of locations connected to the municipality's olive history.

As the president of the Moura Municipal Council explained, “ This is the invitation that the municipality and the olive oils of Moura, the motherland of Alentejo oil, extend to those who visit us: so that, through this route, they can get to know us better and discover the full potential of the PDO [Protected Designation of Origen] of Moura and this tradition associated with the production of excellent olive oil”.

As emphasised by Álvaro Azedo, “Moura is the motherland of Alentejo olive oil, but we are not interested in just having this ‘cliché’. It is important that our intervention goes [forward] to show those who visit us and to also mobilise our people, both in the defence of our farmers and of our olive heritage, in order to make this potential also a tourist offer”.