Grupo SOS Signs Distribution Deal in Japan for Bertolli Olive Oil
Grupo SOS of Spain has partÂnered with Japan Europea Trading Company (JET) to disÂtribÂute Bertolli olive oil in Japan, with plans to increase its presÂence in hotels and restauÂrants through cookÂing courses. Grupo SOS acquired the Bertolli olive oil busiÂness from Unilever in 2008 and aims to increase its marÂket share in Japan by 5% in the next decade, takÂing advanÂtage of Japan’s staÂtus as the numÂber one buyer of olive oil in Asia.
By Daniel Williams
Olive Oil Times Contributor | Reporting from Barcelona
Spanish Leader Grupo SOS Initiates Optimistic Distribution Deal for Bertolli Olive Oil with Japanese Importer
Grupo SOS of Spain has reached a disÂtriÂbÂuÂtion agreeÂment with Japan Europea Trading Company (JET) to creÂate a sales netÂwork speÂcialÂizÂing in disÂtribÂutÂing Mediterranean prodÂucts to prinÂciÂpal cities throughÂout Japan. The agreeÂment is based around the speÂcific sale of the Bertolli brand of olive oil and JET hopes to increase the presÂence of this prodÂuct in Japanese hotels and restauÂrants.
To proÂmote the Bertolli olive oil brand, JET will host a numÂber of cookÂing courses in major Japanese cities. The marÂketÂing project is designed to popÂuÂlarÂize Mediterranean cuiÂsine of which olive oil is a ubiqÂuiÂtous ingreÂdiÂent.
Grupo SOS of Spain acquired the Bertolli olive oil busiÂness from Unilever, a London-based food proÂducer, for £500 milÂlion in 2008 as part of its disÂposal of non-essenÂtial busiÂnesses. Despite this, Unilever still retains the Bertolli brand name for other prodÂucts includÂing marÂgarine, frozen meals, and pasta sauce.
At the moment, Bertolli already posÂsesses a respectable 5% marÂket share in Japan, while the Grupo SOS’ comÂplete set of olive oils holds a 12% share of the Japanese secÂtor through Bertolli, Carbonell and Carapelli. According to Grupo SOS, the future looks even more optiÂmistic and the comÂpany has foreÂcasted an addiÂtional 5 perÂcent marÂket share increase in the next decade.
Each year, Japan imports some 30,000 tons of olive oil makÂing it the numÂber one buyer of olive oil in Asia and the third-largest buyer worldÂwide.
Grupo SOS is a Spanish comÂpany in the food indusÂtry that brings together diverse leadÂing brands in the Spanish and European marÂkets. Its main prodÂucts are rice, olives and olive oil. Today it is the secÂond largest Spanish food busiÂness in annual sales (after Ebro Puleva). Grupo SOS is listed on the London Stock Exchange under the code SOS.