Industry News
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The major region of olive oil production region in the world, Jaén is home to over 65 million olive trees which are currently flowering, resulting in serious consequences for those with allergies in the province.
Extreme pollen counts have been recorded of more than 2,000 grains per cubic metre. Aggravation for allergy sufferers usually begins at about 50 grains, so this abnormally high level is causing extreme reactions in sensitized people living in the area.
The Italian police on Monday uncovered a fraud operation that doctored cheap oil to sell it as extra virgin olive oil, local media reported. According to the reports, 17 people were put under investigation on fraud-related charges, and three commercial operations were brought under observation in the central regions of Tuscany, Emilia Romagna and Lazio. Police confiscated 5,000L of counterfeit oil kept in silos, and other 2,500L in garages where the fraudulent oil was being bottled, with an overall estimated market value of over 500,000 euro (US$630,000), local news agency Ansa said.
The Financial Times has devoted space to the turbulent olive oil market of the ‘Big Three’ – Spain, Italy and Greece. Pointing out that the price of olive oil has dropped to a 10-year low since demand has sunk due to the economic crisis, the article also correlates the fading of olive oil consumption with competition from cheaper vegetable oils, such as sunflower oil. In Spain, sunflower oil costs only €1.25L, while olive oil is sold at €1.99 and extra virgin at €3.25. Domestic consumption of olive oil in Spain will fall back to the levels of 2002 and in Italy and Greece to 1995 levels, the article states, citing the International Olive Oil Council.
European Commissioner for Agriculture Dacian Cioloş has promised tighter scrutiny of olive oil labels, on being questioned by Olive Oil Times about seeming flaws in the current system. European Commission (EC) olive oil marketing laws already provide for checks on label accuracy and require EU member states to report annually on details including how many label verification requests they have received, and their outcomes.
An ancient Sicilian olive tree worth €20,000 was delivered to Sherries Garden Centre in Burmarrad this morning, having been delivered from Catania. This particular olive is three trees which, over the years, became one. It is 1,000 years old and has been bought to Malta for a private individual. In the past, olive trees were planted in threes rather than in singles and as decades passed they became works of art following the sun, twisting with winds and growing majestically.
Imported Italian olive oil brand Carapelli is looking to harness social media sharing in its first new (US) brand campaign in five years. Dubbed “Made with Care, Made to Share,” the campaign’s hub is a relaunched site. The site focuses on offering recipes and provides links to Facebook, Twitter and Pinterest (as well as promoting the hashtag #justsharing) to encourage users to share the recipes and discuss the brand, Italian cooking and entertaining through their own pages/accounts.
Federal Member for Parkes Mark Coulton has spoken in Parliament about the need for further regulation in the olive oil industry to ensure an appropriate standard of olive oil labelling which would benefit both producers and consumers. Mr Coulton said that a significant number of imported olive oils are failing to comply with Australia’s national standard and that misleading labelling practices are affecting the viability of our domestic olive oil industry.
The Extra Virgin Olive Oil Savantes program is heading to New York, with the organisation’s inaugural North American event being held in Manhattan from 26-28 September this year.
Promoting excellence in the evaluation of extra virgin olive oils and their culinary use, the three-day Savantes program provides tastings of oils from around the world, all judged best in major competitions. Sessions also discuss current market conditions and health benefits, and provide valuable industry networking opportunities. Places are also available for the 2012 Melbourne program on July 25-27.
Breda McCarthy from James Cook University is profiling buyers of organic food in Queensland to understand their motives, attitudes and shopping behaviour. The research should help producers, growers and retailers learn more about consumers’ interest in, and knowledge of, organic standards, and its implications for marketing practice. Access the survey https://jcubusiness.qualtrics.com/SE/?SID=SV_7Pr7WEjtTnUpNBy
There’s only a week left to enter our great 2012 Quality is Clear Cut Subscriber Competition, generously sponsored by Eclipse Enterprises Australia. Just tell us about how you prune your grove and you’ll be in the running to win one of three great prizes, each valued at over $2,600. Entry forms are in the March-May and June-July editions of Olivegrower & Processor, or via the competition link in this newsletter. As growers have been flat out with harvest and production, the closing date has been extended to June 30 , so don’t miss out on your chance to win the latest new pruning equipment from Campagnola.