- An Auckland-based European food importing firm says consumers need to brace themselves for price rises in Mediterranean olive oil. Graham Aitken of William Aitken & Co says a difficult growing season has driven up the buying price to its highest in three years. Tough weather...
An Auckland-based European food importing firm says consumers need to brace themselves for price rises in Mediterranean olive oil.
Graham Aitken of William Aitken & Co says a difficult growing season has driven up the buying price to its highest in three years.
Tough weather conditions has led to a shortage of product globally.
But Aitken said, just like crude oil, the international price of olive oil fluctuates, and people should not be put off from indulging in the premium product.
According to the New Zealand Food and Grocery Council, more than 95 per cent of olive oil consumed in New Zealand is imported from Europe.
“The global price of olive oil changes monthly, and the reality is that we importers are now experiencing a very high buying price, said Aitken
“This is due to volumes being affected by factors such as drought in Spain and olive groves in Italy being destroyed after being struck by a bacteria strain. Subsequently, here in New Zealand, grocery shoppers can expect to see price increases.
“We’re telling people that price rises now seem inevitable, but not to lose the faith. Major medical and scientific studies continue to show the significant health benefits from the likes of extra virgin olive oil, and so people should think seriously before they even consider trading down.”
Among many products, William Aitken & Co is the exclusive importer of leading olive oil brand, Lupi.
The four-generation family business has been marketing olive oil in New Zealand for more than 70 years, and in recent years demand for imported Mediterranean olive oil has been boosted by a global health renaissance.
Aitken says while there are some fine Kiwi olive oil producers, they simply struggle to compete with importers on price and product consistency, with the likes of Lupi blended to ensure consistent flavour profile year on year.
“People tend to instantly associate Italy with olive oil but the reality is that olive oil has become a global commodity,” says Aitken.
“Unfortunately Spain has just endured its worst olive crop in nearly a decade, after harsh winter frosts and a summer drought which have both led to a serious fall in supply.
“At the same time, a blight has hit the crop in Puglia – Italy’s main olive-growing area – with heartbroken growers left with no option but to burn their olive trees to the ground.
“Local or regional issues like these directly affect global supply and pricing.
“The international supply issues around olive oil will take a bit to rectify, and so consumers will need to be a little patient.
“If people ever feel the price is getting a little steep, our advice is to use the high-end extra virgin olive oil for dressings and flavour and use pure or extra light olive oil for high temperature cooking.
Article sourceVN:F [1.9.22_1171]VN:F [1.9.22_1171]
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- Look for smallish squash or pumpkins for this dish. Queen squash or Italian Delica pumpkins are perfect in shape and texture. Serves 4 INGREDIENTS: 100g bulgur wheat 2 small squash or pumpkin, cut into thick wedges and seeded 1 tsp honey 1 tsp toasted caraway seeds Grated zest...
Look for smallish squash or pumpkins for this dish. Queen squash or Italian Delica pumpkins are perfect in shape and texture.
100g bulgur wheat
2 small squash or pumpkin, cut into thick wedges and seeded
1 tsp honey
1 tsp toasted caraway seeds
Grated zest and juice ½ orange
2 tbsp olive oil, plus extra to drizzle
Juice ½ lemon
2 garlic cloves, crushed
½ tsp crushed chillies
Small bunch dill, chopped
Handful flat-leaf parsley leaves, chopped
4 spring onions, cut into rounds
200g feta cheese, broken into chunks
Plain yoghurt, to serve
Paprika, to serve
Preheat the oven to 220C/425F/Gas7. Place the bulgur wheat in a large bowl. Pour in boiling water from the kettle, until it comes 1cm above the line of the bulgur wheat. Cover with cling film and set aside while the squash bakes.
Place the squash on a baking tray cut-side up and season with salt. Drizzle with oil and bake for 20 minutes. Combine the honey, caraway seeds, orange zest and 1 tbsp of oil in a small bowl. Spoon over the squash and return to the oven for 10 to 15 minutes, or until the flesh is soft and golden.
Make a dressing with the remaining 1 tbsp of olive oil, the orange juice, lemon juice, garlic and chilli. Season with salt and stir through the bulgur wheat. Fold through the herbs, spring onion and feta. Pile into the hollow squash and return to the oven for 5 to 10 minutes, to lightly toast the top. Serve with a dollop of yoghurt on the side and a little sprinkle of paprika and olive oil.
Recipe sourceVN:F [1.9.22_1171]VN:F [1.9.22_1171]
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- Export marketing is not just a process of sourcing buyers, and approaching them with the expectation of export orders, but conducting step by step procedures with a well-planned strategic marketing plan to acquire rapid success and profitable export sales growth. Strategic marketing...
Export marketing is not just a process of sourcing buyers, and approaching them with the expectation of export orders, but conducting step by step procedures with a well-planned strategic marketing plan to acquire rapid success and profitable export sales growth.
Strategic marketing plan. What is it?
It’s a set of fundamental steps when followed will lead to success in Exporting your products.
Step-1 : Identify your target market
There are many markets, but identifying the right one(s) could easily get export orders from these markets. You can begin identify the target markets by using the interactive flow chart to monitor the demand trends for any product or service worldwide.
For simplicity I present the interactive map for Olive oil, to monitor which countries are looking for suppliers in which countries, with search volumes displayed country by country. Europages.com
Step-2 : Develop Export Marketing strategies
After having identified the ideal market(s), the next step is to develop the right Export Marketing Strategies in accordance to the target markets and always taking into account your competitor(s).
• Enter the markets of demand
• Position your product accordingly
• Develop products or services that satisfy buyers’ needs
• Offer advantage pricing
• Sell private label or your own brand
• Supply buyer’s requirements or ready stock
• Promote your company to create awareness
If steps 1 & 2 have been met, you have an advantage in entering the right markets and obtaining export sales growth.
Step-3 : Prepare Marketing Communication tools
Create appealing marketing communication tools like Company Profile, Product Catalog, Brochures/informative leaflets, Multilingual Website creation and for example
if your target market is France your website cannot be in Greek, under construction, or no land-line but only a cell number because its reflects a negative image of your size, your potential, your production capabilities to your prospects who have landed in your website.
So in other words, your marketing communication tools is a reflection of your company so it’s imperative to have them professionally designed with quality images, informative content of your product(s) and your company profile.
Step-4 : Promotion
A major role in the export marketing success with its main objective to create awareness to B2B buyers of what you are and what you offer by promoting the right message, to the right markets.
An excellent source are B2B portals like EUROPAGES.COM with global exposure and creating awareness amongst prospects to be found exactly where they are searching for your products.
B2B websites give you instant access to new export markets by providing an ongoing source of continuous leads at a fraction of the cost of any other advertising solution.
Exhibitions, Trade shows as well, is a great promotional strategy because it generates live contact with B2B buyers, its only catch is that it’s expensive to follow.
Today, more and more prospects use the internet to search products, suppliers, so it’s the ideal place to get a head start.
Step-5 : Generate Export Inquiries
Success in export Marketing begins with generating export inquiries from prospects and communicating and negotiating professionally with them to get them interested in your products and have them send export inquiries.
So contact them by offering competitive advantages.
Before closing I’d like you to ask yourself….
“Why should they buy your product”
If you can’t think of 3 good reasons to engage your prospects/customers to buy your products you should be researching.
Exporting is not a piece of cake, just because we have a great product, it requires dedication, commitment and it’s a continuous process in an ever changing global market.
Article by Anastacia Markaki, sourceVN:F [1.9.22_1171]VN:F [1.9.22_1171]
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