After several years of self-admitted semi-silence, Deoleo, the world’s biggest olive oil bottler, has spoken about its “radical transformation” and imminent launch of products marking a new paradigm of innovation.
A stronger pitch for the health segment is promised and could see the new items in the Carbonell portfolio – going on sale in January – feature an olive oil mixed with an omega 3 oil and a special oil blend for children.
The Madrid-based giant has undergone major changes including a big downsizing of staff and factories, a move to just-in-time inventories – not without trauma for producers – and a brutal price battle with the thriving store brands.
The new Deoleo: not an olive oil company, a consumer goods one
The leaner, more efficient and less debt-saddled Deoleo is moving from an era of restructuring to one of innovation, chief executive Jaime Carbó said at the presentation of the company’s third quarter results and overview of its strategic plan at the Madrid stock exchange on November 8.
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