`Spanish Table Olives Campaign Reaches 10 Countries - Olive Oil Times
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Spanish Table Olives Campaign Reaches 10 Countries

By Pandora Penamil Penafiel
Jun. 6, 2012 15:43 UTC

Spanish table olives will be pro­moted in ten coun­tries dur­ing 2012, accord­ing to coop­er­a­tion agree­ments signed by the Table Olive Interprofessional Organization (lnter­a­ceituna) with the Spanish Foreign Trade Institute (ICEX), the Trade Promotion Agency of Andalusia (Extenda) and Extremadura Avante.

The pro­mo­tional activ­i­ties dur­ing 2012 will be held in ten loca­tions includ­ing Hungary, Slovakia, Australia, France, Mexico, Poland, United Kingdom, Czech Republic, Russia and Ukraine. The bud­get is around two mil­lion euros, accord­ing to Interaceituna.

These activ­i­ties include pro­mo­tion at the point of sale, gas­tro­nomic shows, culi­nary work­shops, pub­lish­ing agree­ments and pres­ence in inter­na­tional food fairs as well as cre­at­ing web con­tent, devel­op­ing social net­works and blogs.

The objec­tive of the ini­tia­tive is to pro­mote the nutri­tional prop­er­ties of olives and their ver­sa­til­ity and to form a direct asso­ci­a­tion between the olives and their place of ori­gin.

To meet these objec­tives, the ini­tia­tive will also count on inter­na­tional chefs such as Benjamin Darnaud, who will par­tic­i­pate in France; Adrián Quetglas, in Russia; Andrej Polan, in Poland; Omar Allibhoyin United Kingdom; and Enrique Sánchez in the other coun­tries.

Promotions car­ried out in major super­mar­ket chains have already pushed the pres­ence of span­ish table olives at the time of pur­chase. Indeed, in 2011, 2,500 hours of pro­mo­tion and tast­ing activ­i­ties were car­ried out, accord­ing to the orga­niz­ers.

As lnter­a­ceituna pointed out, Spain is a lead­ing export and pro­ducer of table olives, mak­ing it an inter­na­tional ref­er­ence and allow­ing the brand Olives from Spain to con­sol­i­date.

Is mech­a­nized har­vest­ing the solu­tion to increas­ing com­pet­i­tive­ness?

At the same time, the deputy direc­tor of the Spanish Association of Exporters and Manufacturers of Table Olives (Asemesa), Jose Manuel Escrig has defended the adop­tion of mech­a­nized har­vest­ing to increase the com­pet­i­tive­ness of the sec­tor and sta­bi­lize and increase sales.

Escrig spoke at the University of Cordoba where he has shared with stu­dents his ideas about the indus­try posi­tion of table olives with these new tech­niques of mech­a­nized har­vest­ing.

During his speech, Escrig out­lined the cur­rent sit­u­a­tion in the field of table olives and recalled that the Spanish lead­er­ship is threat­ened by fac­tors such as loss of mar­ket share to the emer­gence of new pro­duc­ing and export­ing coun­tries, the decrease of domes­tic con­sump­tion and the increase in stocks from the last har­vest.

In this sit­u­a­tion, he has insisted on the grad­ual intro­duc­tion of new har­vest­ing tech­niques, due to the ​“impos­si­bil­ity” of hand-pick­ing meth­ods in the actual eco­nomic sce­nario.

In his opin­ion, most of the tra­di­tional olive plan­ta­tions will not be sus­tain­able if they are not mech­a­nized and he finds it absolutely nec­es­sary to mod­ern­ize them in order to adapt the land to mech­a­niza­tion.


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