Daily Archives: May 3, 2013

  • Savantes New York, August 21 - 23, 2013

    Savantes Returns to New York with Leading Extra Virgin Olive Oils

    Extra Virgin Olive Oil Savantes – New York, USA
    August 21 – 23, 2013

    Following Extra Virgin Olive Oil Savantes tasting programmes held in New York in 2012 and February 2013, Extra Virgin Olive Oil Savantes returns to New York bringing extra virgin olive oils judged to be the best in the world for tasting from August 21 – 23, 2013.

    Founded in 2001, Savantes is an independent organisation which promotes excellence in the evaluation of extra virgin olive oils and their culinary use. The three-day programme highlights the unique tastes of olive oils from all regions around the world. Sessions also discuss the current market conditions and health benefits of extra virgin olive oil.

    The presentations are designed to give guidance to relatively inexperienced tasters and provide experienced tasters with a full range of style and flavours.

    In 12 years Extra Virgin Olive Oil Savantes has held over 25 olive oil tasting programmes in many countries – Spain, Italy, United Kingdom, Australia, New Zealand and South Africa. During this time the three-day programme has evolved into one of the world’s leading independent forums for the commercially important attributes of extra virgin olive oil. Participants number in the hundreds and provide a strong professional network which includes producers, distributors, retailers, chefs, food media and consumers.

    The olive oils tasted at Savantes are specially selected for their excellent quality and are submitted by producers by invitation only.

    Participants in the programme are able to:

    Taste the wide range of styles and flavour of extra virgin olive oils from many regions around the world
    Taste international award winners from the northern and southern hemispheres
    Evaluate their own new season extra virgin olive oil by comparison
    Discuss market trends in producing and importing countries
    Explore the culinary and health selling points of extra virgin olive oil
    Make friends and expand networks worldwide
    Practice blending skill
    Achieve recognition of personal tasting ability and knowledge by becoming an Associate Savante or Member of the Register of Extra Virgin Olive Oil Savantes

    Register of International Savantes

    During the session ‘Testing Your Skills as a Taster’ on day 3, participants can opt to be evaluated for Associate Savante status and Membership of the Register of International Extra Virgin Olive Oil Savantes.

    The taste tests assess tasting skill and knowledge of the range of styles and flavour of extra virgin olive oils from around the world.

    To achieve Associate Savante status a score of 60% is required, a score of 80% gives the participant full Savante status and Membership of the Savantes Register.

    Certificate of Attendance

    All participants in the Savantes programme receive a Certificate of Attendance at the conclusion of the last session.

    Programme Leader

    While retaining the guidance given to relatively inexperienced tasters, we have recognised that more experienced tasters are participating to experience the range of oils uniquely brought together. So we have shifted the emphasis from formal presentations to moderated discussion of relevant data provided and greater participation in taste and flavour description.

    The 2013 New York Extra Virgin Olive Oil Savantes programme will be lead by Simon

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    Savantes Returns to New York with Leading Extra Virgin Olive Oils Extra Virgin Olive Oil Savantes – New York, USA August 21 – 23, 2013 Following Extra Virgin Olive Oil Savantes tasting programmes held in New York in 2012 and February 2013, Extra Virgin Olive Oil Savantes... 
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  • Markets for Olive Products

    World olive oil consumption is approximately 3% of total world edible oil market. World olive oil consumption is growing at 1.7% per annum.

    Factors that are contributing to the increase in olive oil and table olive consumption in Australia include:

    Improved marketing by the International Olive Oil Council
    Recognition of the health benefits of using olive oil
    Increased use of take away and pre-prepared foods
    Increased dining out
    The Mediterranean diet becoming more popular
    Increased use of olive oil and table olives as ingredients
    Greater enjoyment of the flavour of olive oil
    ‘Olive Oil’

    Supermarket brand shares of the Australian olive oil market are as follows:

    Brand Owners / Share of Market % / Brand Names

    Bertolli (Unilever) 20.0/ Bertolli
    Meadow Lea (Goodman Fielder) 18.4/ Olive Grove, Vetta. Crisco
    Minerva 15.2/ Dante, Lupi
    Conga 9.3/ Moro
    Riviana 7.1/ Always Fresh
    Borges 6.5
    Cantarella 1.9 / Giralda
    Private labels 16.4
    Others (including Comapnia Olive Oil Co – Colavita)5.2

    (Source: The Australian Olive and Olive Oil Market – Trends and Opportunities. Ken Joiner, Market-Quest Consulting )

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    World olive oil consumption is approximately 3% of total world edible oil market. World olive oil consumption is growing at 1.7% per annum. Factors that are contributing to the increase in olive oil and table olive consumption in Australia include: Improved marketing by the International... 
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  • Olive oil trends in Russian market

    In 2012, the global market of olive oil underwent a dramatic change. In spring, when the whole of Europe was experiencing a new wave of economic crisis, the price of olive oil was reduced by more than half. A ton of oil costs an average of $2,900, whereas seven years ago, the cost was $6,000 per ton.
    However, the situation is such a critical one, lower prices are not the only issue of concern. • Spain, one of the largest exporters of olive oil, attracted a huge crop of olives which greatly reduced the global price of the original raw materials;

    Manufacturers of cheaper corn and soybean oils flooded the market with massive advertising campaigns;

    News on the possible exit of Greece from the euro has damaged the external economic relations of the country, causing export prices of its olive oil to fall. Interestingly, these factors will not affect the Russian olive oil market. It continues to adorn the supermarket shelves, and lower prices are not on the horizon. Moreover, experts agree that the market will continue to grow.

    Russian realities and new trends

    Price stability and growth in consumption of olive oil in Russia are natural. Although its market share among other vegetable oils is only 0.5% loyal consumers continue to seek it out and are prepared to buy at a set price. Olive oil is perceived in Russia as an elite product and hence its consumers are people with high incomes and high purchasing power.
    At the same time the country has increased its imports of the extraction of olive oil from a cheaper meal (a by-product formed after the first pressing). Its market share in 2011 was 19% in volume and 13% in value. This shows the growth of customers with medium and low incomes. A small portion of the extraction of olive oil supply market leaders are Spain and Italy, and the bulk of the second-tier brands are provided mainly by Turkey. The price of olive oil from the meal has a tendency to decrease and in 2011 and it fell by 6%.

    Leaders in 2012

    Spain holds the leading position in the domestic market of olive oil. Its share in 2012 was 55% in volume and in value terms. Spain’s permanent rivals – the Italians again this year failed to close the gap. The share of Italian oil in Russia in 2012 was slightly higher than 28% in value and volume terms (compared to 26% in 2011). Sales growth recently slowed to less than 10%.
    Greek producers, despite major promotions in the past, have been unable to improve their position in the promising Russian market. The share of Greek oil in Russia for the year amounted to 9% in volume and 11% in value.
    Other significant suppliers of olive oil are Turkey, Tunisia and Portugal. The total share of their products in the Russian market in volume terms is 9%.

    Manufacturers and Brands

    The rating of brands of olive oil in recent years has not changed. According to euromonitor.com, the most popular oils on the Russian market are Spanish Borges and ITLV (Borges Mediterranean Group, 15,8% of the market), Italian Monini (Monini SpA, 8,4% of the market), as well as Spanish Carbonell (Deoleo SA, 10 , 2% of the market) and Maestro de Oliva (Olive Oil International sl, 8,1% of the market).
    These clear leaders, determined over the last ten years, hold 45% of the imports of olive oil to Russia. However, new manufacturers and brands may well find a place in the Russian market, and possibly enter the top ten.
    Importers

    Russian companies are also importing from the market leaders. According to a study OilWorld.Ru: LLC ‘Basque Country’, a Moscow-based company is involved in the supply of Borges olive oil, whilst ‘Interfood’ a St. Petersburg-based company works with a wide range of brands (Monini, Maestro de Oliva, Ibetrica, Bioitalia, Oliveto). The share of each company is 13%.
    Russian consumers regard olive oil as an exclusive product, not one of mass consumption. There are a number of reasons for this: • Consistently high prices, amid falling prices in Europe, are unattractive and discouraging.

    Despite their consumption of olives and olive oil, the bulk of consumers know very little about the grades and quality of olive oil and olives.

    The popularity of sunflower oil. Despite the increase in prices, it is more common for domestic consumers.

    A lack of local production. Olives are not grown in Russia and the main source of supply is from southern Europe.
    Olive oil has been in Russia a long time, its sales have continued to grow, and the market as a whole appears to be promising. Its current levels are indicative of a growing market and it is believed that the sale of olive oil will be doubled over time.
    Olive oil is still perceived as a gourmet product and for people who are concerned with their health. Producers’ next aim is to now make olive oil appealing to the mass consumer.
    In 2002 the Ministries of Agriculture of Spain, Italy and Greece combined to promote olive oil in Russia with a massive advertising campaign promoting their product. This campaign has already yielded results: Spanish, Italian and Greek oil hold the leading position in the Russian market, maintaining their regular customers and attracting new clientele.
    There are a number of global programs to promote the product:

    ‘Olive oil Spain’ is a program that was commissioned by the Trade and Economic Section of the Embassy of Spain. It also supports the Spanish Institute for Foreign Trade (ICEX), the Spanish Association of Producers and Exporters of olive oil (ASOLIVA), EXTENDA (sales office Andalusia) and Interprofesional del Aceite de Oliva (a professional organisation for the Spanish olive oil industry). This program is carried out jointly with the Spanish olive oil distributors in Russia.
    Advertising

    ‘Mediterranean diet’ and ‘Liquid Gold’ are projects of the Greek Ministry of Agriculture along with the European Union. These opened up great prospects for Greek olive oil in Russia with Greek manufacturers claiming that the result of large-scale advertising campaigns has resulted in the increase of exports and profits.
    Methods of promotion

    Price reduction is the simplest and most obvious way to promote olive oil in Russia. The price should be at least the same as in Europe; however the main obstacle to this is the cost of transport.

    Repackaging. Most of the olive oil is sold in glass bottles; however glass creates a sensation of elitism and inaccessibility for the Russian consumer. The use of tin remains affordable as does the use of plastic bottles and it is hoped that producers will use this packaging in the future. .

    The availability to the consumer. When a bottle of olive oil is readily available, the product is no longer seen as something elite. In addition, the supply of large quantities allows for the reduction of the price, thus making it more affordable and attractive to new customers.

    The lack of a relationship with the various retailers will not allow other brands to break into the Russian market and to compete with the leaders. In addition, foreign suppliers find it very difficult to carry out their own advertising campaigns in Russia. Therefore, these strategies are increasingly moving to local distributors and subsidiaries.

    Promotion of healthy lifestyles and advertising the benefits of the Mediterranean diet. As well as endorsements by doctors, athletes and other professionals, interviews with experts, representatives of the industry, and a variety of educational materials on healthy eating.
    Other methods
    • Tours to the country of production have become very popular for Russian officials, representatives and journalists.
    • The publication and promotion of recipes including the use of olive oil.
    • Promotions in supermarkets and participation in major exhibitions.
    • Famous brands of olive oil are often used and promoted in cooking shows.
    • Advertising signs and leaflets particularly in the metro. The product has a great potential in the Russian market despite olive oil being perceived as exotic for most Russians. Part of the responsibility for this lies with the producers themselves, who initially presented it as an exclusive product. Now it’s time for a change!

    Article source

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    In 2012, the global market of olive oil underwent a dramatic change. In spring, when the whole of Europe was experiencing a new wave of economic crisis, the price of olive oil was reduced by more than half. A ton of oil costs an average of $2,900, whereas seven years ago, the... 
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  • United Nations Field Reports to Improve Olive Council Forecasts

    Data gathered by on-the-ground economists from the United Nations Food and Agriculture Organization (FAO) will be shared with the International Olive Council (IOC) in a move that should sharpen forecasts of future world olive oil production, according to IOC Executive Director Jean-Louis Barjol.

    Barjol told Olive Oil Times that FAO was about to sign an agreement with the IOC which would facilitate information exchange between them. He said the move was of interest to the IOC because it would help confirm the accuracy of its data.

    “FAO has the ability to send economists into countries, something we don’t have the ability to do. Thus we’ll have the possibility of comparing and supplementing the data we have with what they do in-situ.” This would be particularly helpful for projections of future production, Barjol said.

    In turn, the IOC will share its data, particularly on olive oil production, trade and consumption in various countries. “FAO is interested in this because we have a series of homogeneous data going back many years,” Barjol said.

    “The countries we’ve talked about starting with are Tunisia, Algeria and Morocco,” he said. These could be followed by other countries in the Mediterranean basin such as Jordan and Egypt.

    Barjol said he understood the analysis of the sector made by FAO would be made available to international investment funds, such as the World Bank, the European Bank for Reconstruction and Development, and the Common Fund for Commodities.

    Such organizations are interested in the information because they receive requests and loan money for olive oil development projects.

    By Julie Butler | from Olive Oil Times

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    Data gathered by on-the-ground economists from the United Nations Food and Agriculture Organization (FAO) will be shared with the International Olive Council (IOC) in a move that should sharpen forecasts of future world olive oil production, according to IOC Executive Director... 
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  • The Best Olive Oil Package Designs for 2013

    FIVE Olive Oil – 2013 NYIOOC Most Innovative Design Award wins Greek company!

    We are delighted to announce that 5 Olive Oil was awarded as the best olive oil package design for 2013 at the New York International Olive Oil

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    Nearly two weeks after the New York International Olive Oil Competition announced this year’s best olive oils, winning producers around the world continue to rejoice. But there are a few more awards that the competition organizers have not yet unveiled, until now.

    “We had no intention of recognizing the best package designs in the first edition of this competition,” said Curtis Cord, publisher of Olive Oil Times and the president of NYIOOC. “But each day, as my staff and I received entries from all over the world, we were so inspired every time a particularly well-designed package was unwrapped.”

    Cord asked well-known New York designer Debbie Millman if she and her team at Sterling Brands would judge the entries to determine the best package designs. “Not only do I happen to love olive oil, but it sounded like a fun project and I was glad to participate in an event like this, the first of its kind in New York,” said Millman.

    Debbie Millman
    Debbie Millman

    Debbie Millman is a partner and president of the design division at Sterling Brands, a leading brand identity firm. Millman is President Emeritus of AIGA, chair of the School of Visual Arts’ master’s program in Branding, and the chairwoman of the judges for the Dieline Package Design Awards. She is the author of “Look Both Ways: Illustrated Essays on the Intersection of Life and Design.”

    Millman and the Sterling Brands team assessed the entries according to these criteria: level of impact and uniqueness in the marketplace, ingenuity, distinctiveness, use of typography, use of illustration or photography and quality of structure.

    The judges decided to award medals the Most Authentic and Most Innovative Packaging, and the top award for the Best Package Design overall.

    By Denise Johnson | Olive Oil Times

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    FIVE Olive Oil – 2013 NYIOOC Most Innovative Design Award wins Greek company! We are delighted to announce that 5 Olive Oil was awarded as the best olive oil package design for 2013 at the New York International Olive Oil _____________________________________________________________ Nearly... 
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