`Deoleo Partners with Ecuadorian Firm to Bottle and Distribute Carbonell Lines - Olive Oil Times
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Deoleo Partners with Ecuadorian Firm to Bottle and Distribute Carbonell Lines

By Gaynor Selby
Sep. 30, 2015 11:53 UTC

Deoleo has started to bot­tle and dis­trib­ute Carbonell Refined and Carbonell Extra Virgin olive oils in Ecuador after team­ing up with La Fabril.

“This agree­ment will have an impact in Deoleo’s pres­ence in the region, as a plat­form to export olive oil to Latin America from Ecuador, but we are going to main­tain our dis­tri­b­u­tion in all Latin American coun­tries,” a Deoleo spokesper­son told Olive Oil Times.

Deoleo will bot­tle in Ecuador for the Ecuadorian mar­ket because of a spe­cial agree­ment between Deoleo and La Fabril, a lead­ing com­pany in the Ecuadorian food indus­try.

“The Ecuadorian Government aims to estab­lish alliances that can have a pos­i­tive impact in the eco­nomic devel­op­ment of the coun­try. Therefore, they give pri­or­ity to these alliances when import­ing for­eign prod­ucts,” accord­ing to the com­pany.

Latin America is a nat­ural mar­ket for Spanish prod­ucts and olive oil con­sump­tion is increas­ing steadily there, that is why it is a key mar­ket for Deoleo.- Deoleo Spokeperson

Deoleo explained how La Fabril has an impor­tant dis­tri­b­u­tion net­work in other coun­tries includ­ing Colombia, Chile and Peru. However, the new agree­ment will only cover bot­tling and dis­tri­b­u­tion in Ecuador via 30,000 direct sales out­lets in the coun­try.

Responding to ques­tions about the impor­tance of the Latin America mar­ket for Spanish olive oil, the Deoleo spokesper­son added: ​“It is a very impor­tant mar­ket. Latin America is a nat­ural mar­ket for Spanish prod­ucts and olive oil con­sump­tion is increas­ing steadily there, that is why it is a key mar­ket for Deoleo.”

Deoleo CEO, Jose Maria Vilas and Attorney General of man­u­fac­tur­ing, Carlos Gonzalez Artigas Loor, signed the agree­ment in the Spanish Chamber of Commerce in Quito recently, wit­nessed by the ambas­sador of Spain in Ecuador, Fagilde Victor Gonzalez, and, exec­u­tives from both com­pa­nies.

“This agree­ment shows that Ecuador and its com­pa­nies attract inter­est from large firms in the world such as Carbonell which, in this case, is inter­ested to col­lab­o­rate with indus­tries to develop pro­duc­tive part­ner­ships,” said Gonzalez Artigas Loor.

La Fabril direc­tor of mar­ket­ing, Juan Antonio Franco, said he believes the two Carbonell brands will bring ​“supe­rior qual­ity olive oil” to Ecuadorian fam­i­lies.

“The two brands to be found in the super­mar­ket chains and shops, Refined Carbonell and Carbonell Extra Virgin, will have sev­eral pre­sen­ta­tions and sizes, adapt­ing to the real­ity of dif­fer­ent socio-eco­nomic strata,” he said.

As olive oil con­sump­tion con­tin­ues to grow in Ecuador and more con­sumers become aware of poten­tial health ben­e­fits and nutri­tional qual­i­ties, La Fabril aims to build on that momen­tum over the next three years.

According to the com­pany, the main chal­lenge will be to increase from the cur­rent 21 per­cent olive oil pen­e­tra­tion in urban house­holds to more than 50 per­cent.

La Fabril said it was will­ing to make the nec­es­sary invest­ments to achieve this.

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