The largest supermarket chain in Britain will sell olive oil from the protected origin Sierra de Cazorla under the brand name Aceites Guirado Noguera. The extra virgin olive oil from the Sierra de Cazorla Designation of Origin (“DOP”) is endorsed by celebrity chef Jean Christophe Novelli.
The first Tesco store was opened in 1929 in Burnt Oak, Edgware, Middlesex. Today it is the largest British retailer by both global sales and domestic market share, with profits exceeding £3 billion, and the third largest global retailer based on revenue, after Wal-Mart and Carrefour.
The Sierra de Cazorla DOP covers extra virgin olive oils obtained mostly from the Picual variety(94%) and, to a lesser degree, Royal (6%). It comes from the olive-producing county of Cazorla, in the natural park in the mountains of the same name. A total of approximately 31,500 hectares of olive trees are set aside for growing both varieties. The harvest is carried out with greatest care, manually collecting only olives hanging on the tree. The oils obtained do not exceed 1º of acidity and have specially defined sensory qualities, although these are different depending on whether they are from the Picual or Royal variety.
The DOP area occupies the olive groves in the southeastern part of the province of Jaén, between the Designations of Sierra Mágina and Sierra del Segura. It includes Cazorla, Chilluevar, Hinojares, Huesa, La Iruela, Peal de Becerro, Pozo Alcón, Quesada and Santo Tomé.
The brand will also make its debut through various dealers in these commercial areas including in delis and restaurants.
The manager of the company, Juan José Guirado , reported that market studies indicate a good response by English consumers because “this is a market in which and our own distributors have developed tests for acceptance , so we are confident that our oil has a good draft.”
In England, Aceites Guirado Noguera is opening new markets to add to distributions in China and Hungary, where the extra virgin olive oil of the DOP Sierra de Cazorla has a significant presence.
This action is the result of an agreement that was signed last year in Puerto Banús ( Málaga) for the promotion of olive oil to the British public.
Novelli is one of the most popular chefs in the UK, thanks to his cooking show on channel ITV1, which is coupled to a chain of cooking schools with offices in Los Angeles and Dubai , and new schools underway in Singapore and Costa del Sol.
Born in Arras, Northern France, in 1961, in a family with Italian roots, Jean-Christophe Novelli worked in a bakery before becoming (at the age of 20) a personal chef to the Rothschild family.
He moved to Britain in 1983, to run Keith Floyd’s Maltster’s Arms restaurant in Totnes, Devon. He won the first of two Michelin stars at Le Provence in Lymington before becoming head chef at the Four Seasons Hotel on Hyde Park Corner.