The “Italy brand” is worth €2.077 trillion and places the food sector at the top globally in terms of recognizability. This information is based on research carried out by the Italian socioeconomic research institute Censis and NielsenIQ, a leader in consumer intelligence, which was presented at the Ministry of Business and Made in Italy (MIMIT) in the presence of Minister Adolfo Urso. The occasion marked the announcement of the second annual EVO MASTERCLASS project, an initiative by Oleificio Zucchi in collaboration with RE.NA.I.A. (National Network of Hotel Institutes). According to research conducted by Censis and NielsenIQ in collaboration with Oleificio Zucchi, in 2024, the Made in Italy industry generated €785 billion in revenue, compared to €376 billion from exports, and encompassed over 237,000 active enterprises. Food culture is viewed as a deciding factor by 42.8% of Italians, while only 5% regard it as "not very" essential. Olive oil is one of the things that most exemplifies this cultural character. According to ISTAT, there are 30,595 agricultural firms in Italy that cultivate oily fruits and employ approximately 50,000 people. There are 2,521 industrial olive oil production enterprises, which employ roughly 7,000 people. The total value of olive oil exports in 2024 was €3.091 billion, with extra virgin olive oil accounting for €2.496 billion. The United States is still Italy's largest importer, with €948.5 million (30.7%), followed by Germany (€434.5 million - 14.1%) and France (€194.9 million - 6.3%). Given the significance of culinary culture in Italian preferences, it is imperative to communicate its importance to future professionals within the food and beverage sector. The EVO Masterclass project seeks to offer students with the technical, cultural, and professional tools they need to improve their olive oil cooking, food service, and narrative skills. In a worldwide context where Italian food remains one of the most popular, the project represents an opportunity to combine history, competence, and innovation, training professionals who will become global ambassadors of Italian olive oil.