Daily Archives: December 4, 2013

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    Indian blend "Saffola" pits itself against olive oil category

    ‘Saffola Total protects better than olive oil’ goes the caption of Marico’s latest ad on Saffola. Competition among ‘healthy’ edible oil brands is rising with Marico highlighting the virtues of Saffola’s latest variant in its new communication.

    In recent past, Adani Wilmar also tried to compare its Fortune rice bran oil with olive oil. Health consciousness among consumers is fuelling comparisons within edible oil players with Saffola now pitting itself against the increasing number of olive oil brands.

    Marico’s latest offering Saffola Total (a blend of 70 per cent rice bran oil and 30 per cent refined safflower seed oil) is supposed to have ‘twice the anti-oxidant power of olive oil along with lower absorption and specifically designed for Indian cooking.’ Multiseed is better than single seed oil, claims the FMCG company. The ad has already been upheld by Advertising Standards Council of India (ASCI).

    Saugata Gupta, Chief Executive Officer, FMCG, Marico, said, “Our communication is adhering to the guidelines set by ASCI. We have a legacy of responsible communication and will continue to maintain the same standards. All Saffola products are backed with strong scientific research and evidence to prove our claims.”

    V.N. Dalmia, President, Indian Olive Association, said, “Olive oil is considered aspirational oil by Indian consumers which other edible oils find convenient to compare. Olive oil has the highest MUFA (Mono unsaturated fat) content which is good for consumers. Unlike Adani Wilmar which has complied by removing its ad comparing olive oil, Marico is behaving like a bad boy in the edible oil category.”

    Saffola has been facing slow growth in the modern trade where other ‘health’ oriented brands have been giving it stiff competition. According to a modern trade retailer, “Earlier Saffola used to be the only ‘healthy’ edible oil but now new brands in categories such as rice bran and olive oil have taken over.”

    Saffola, with variants like Gold, Tasty Blend and now Total, has rice bran and kardi (safflower) as a major part of its blends. But considering that it continued to charge a premium compared with the regular rice bran oils, its share has been falling, claim industry observers. “Saffola as a brand has been getting squeezed at the lower end by rice bran oils and at the high end by olive oils,” added Dalmia. Meanwhile, domestic players like Adani Wilmar would continue to focus on its rice bran oil. As Adani Wilmar COO Angshu Mallick, says, “Rice bran can be domestically sourced and is cheaper than olive oil. We will not enter the olive oil category at this stage.”

    Source

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    ‘Saffola Total protects better than olive oil’ goes the caption of Marico’s latest ad on Saffola. Competition among ‘healthy’ edible oil brands is rising with Marico highlighting the virtues of Saffola’s latest variant in its new communication. In recent past, Adani... 
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  • Spain Produces 8,700 Tons in First Month of New Olive Oil Season

    Spain’s olive oil production, domestic consumption and exports are all up – but stocks are at a four-year low – for October, the first month of the new olive oil season.

    The 8,700 ton total produced last month is a third higher than that for October last year but lags about 10,000 tons behind October 2011, which was the start of a record production year, figures from the Spanish Olive Oil Agency (AAO) show.

    Nearly 66,000 tons of olives were processed last month with a yield of 13.18 percent, down 0.1 points on October 2012.

    Exports, totaling 75,00 tons, are up nine percent on last year but still under the levels of the previous three Octobers, while domestic consumption recovered to 47,000 tons, beating last year’s monthly average of 41,500 tons and well above the October average of 39,000 tons for the previous four seasons.

    Imports, meanwhile, also remain high – totaling 6,000 tons for October and on par with last year but well above the October average for the previous three years.

    Even so, Spain ended October with just olive oil stocks of just 193,000 tons, about half the monthly average for the last four seasons.

    Unfavorable weather meant national production reached just 617,000 tons last season – about a million tons lower than Spain’s bumper harvest of 1.6 million tons in 2011/12.

    The International Olive Council forecast for this season’s production in Spain is 1.5 million tons, while the Andalusian government expects about 1.6 million tons – a figure some agricultural unions say is too optimistic. GEA Westfalia Separator Group’s International Center for Olive Oil Excellence predicts 1.35 million tons, Deoleo says 1.3-1.4 million tons, and the Spanish Association of Municipalities of the Olive Tree (AEMO) tips between 1.4 and 1.5 million tons.

    Sources: magrama
    OliveOilTimes

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    Spain’s olive oil production, domestic consumption and exports are all up – but stocks are at a four-year low – for October, the first month of the new olive oil season. The 8,700 ton total produced last month is a third higher than that for October last year but lags about... 
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  • French Olive Oil Producers Encouraged to Go Organic

    Afidol, the Interprofessional Association of Olives for France, is encouraging French olive oil producers to convert to organic.

    France has eight appellations in the sunny Provence Alpes -Côtes d’Azur region but only 12 percent of olive farms have converted to organic farming.

    Afidol says more olive oil producers should convert to organic farming and carry the coveted AB logo (Agriculture Biologique) for organic products on their labels.

    At SETEVI, the International Exhibition for vine-wine, fruit- vegetable and olive oil sectors held in Montpellier November 28, Afidol Director Christian Argenson admitted that producing olive oil in France is expensive – 10 euros per liter against 2 euros in Spain.

    At the fourth conference organized by Afidol in conjunction with the Centre Technique de l’Olivier, (CTO) specialists covered a range of topics relating to organic olive oil production and marketing. It allowed amateurs, professionals and growers to discuss and share their experiences and innovations.

    In his presentation Argenson said that although France had less sun and less heat than their southern neighbors this could be an advantage for the French. French olives are less likely to be attacked by the olive fly, he reasoned, and the results would be oils with more expression and intensity. Read more at olive oil times

    Sources:
    Leparisien

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    VN:F [1.9.22_1171]
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    Afidol, the Interprofessional Association of Olives for France, is encouraging French olive oil producers to convert to organic. France has eight appellations in the sunny Provence Alpes -Côtes d’Azur region but only 12 percent of olive farms have converted to organic farming. Afidol... 
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