Europe

World's Largest Olive Oil Producer Pledges 'Higher Standards and Transparency'

After the recent judgement by the Italian Antitrust Authority, the producer of Bertolli, Carapelli and Carbonell launched a campaign promising consumers a commitment to higher quality.

Jul. 6, 2016
By Ylenia Granitto

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After the judge­ment in June that imposed a fine of €300.000 for unfair busi­ness prac­tices regard­ing its olive oil brands Bertolli, Carapelli and Sasso, Deoleo Italia said it will renew a com­mit­ment to qual­ity and higher stan­dards.

We con­firm our com­mit­ment to work col­lab­o­ra­tively and trans­par­ently with the Italian author­i­ties.- Deoleo Italia

“We take note of the Italian Antitrust Authority deci­sion that took into con­sid­er­a­tion the company’s new, upgraded qual­ity stan­dards and processes,” the world’s largest olive oil pro­ducer said in a state­ment. “Moreover, we con­firm our com­mit­ment to work col­lab­o­ra­tively and trans­par­ently with the Italian author­i­ties.”

The pledge is now pre­sented on a ded­i­cated web­site and fol­lows an adver­tis­ing cam­paign in lead­ing Italian news­pa­pers, that declared that the maker of Bertolli, Carapelli, Sasso and Carbonell brands wanted to “renew the promise of qual­ity and trans­parency” to con­sumers.

Deoleo pointed out that its new man­age­ment team “is expressly focused on ele­vat­ing qual­ity and trans­parency stan­dards, above and beyond global indus­try stan­dards,” and is con­cur­rently “col­lab­o­rat­ing with the entire sector to improve the pro­duc­tiv­ity of the Italian Olive Oil indus­try and Italian brands world­wide.”

It has devel­oped the Quality and Transparency Manifesto that estab­lishes “higher stan­dards” for all of its extra virgin prod­ucts through six com­mit­ment mea­sures:

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  • The selec­tion of the best olive oils (anchored in stricter pro­ce­dures for sup­pli­ers’ accred­i­ta­tion)
  • More restric­tive phys­i­cal-chem­i­cal para­me­ters than those required under EU law
  • Exclusive blend­ing of 100% extra virgin olive oils
  • Utilization of dark green bot­tles to help safe­guard prod­uct qual­ity
  • Improved labels with full details about prod­ucts
  • Traceability for every bottle of extra-virgin olive oil

The com­pany said the first three mea­sures “refer to prod­uct qual­ity and raw mate­r­ial stan­dards already in place in its pro­duc­tion plants as of the end of 2015, while the last three mea­sures will be fully imple­mented for all Deoleo extra virgin olive oil prod­ucts by the end of 2016.”

The note referred to “inde­pen­dent experts,” which were recently employed by the com­pany to con­duct a com­pre­hen­sive assess­ment of inter­nal qual­ity processes, in order to ensure the higher stan­dards.

The com­pany said its qual­ity pro­ce­dures are among the most devel­oped in the olive oil indus­try and cover the entire prod­uct cycle from the selec­tion of raw mate­ri­als to the prod­ucts in stores.

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Along with its renewed com­mit­ment, Deoleo announced the recent appoint­ment of Anna Cane as global qual­ity and devel­op­ment direc­tor and Giovanni Sacripante, the former gen­eral man­ager at EXPO Milano 2015, as gen­eral man­ager at Deoleo Italia.

“Quality and con­sumer trust of our prod­ucts are what we value most,” the com­pany said. “These mea­sures are the cul­mi­na­tion of Deoleo’s unwa­ver­ing com­mit­ment to both the indus­try and con­sumers.”

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