La Organizaci�n Interprofesional del Aceite de Oliva Espa�ol

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					    Organización Interprofesional del
        Aceite de Oliva Español

2009 National Promotional Campaign

Press Dossier

I – Main objective: promoting Spanish Olive Oil
II – The Spanish Olive Oil sector, together in an Inter-
professional organization
III – Spanish Olive Oil, our oil
IV - Organización Interprofesional del Aceite de Oliva Español.
Organization Chart
I – Main objective: promoting Spanish Olive Oil

The main objective of Interprofesional del Aceite de Oliva Español is promoting
consumption of Spanish olive oil in Spain and abroad. For this purpose, it works in
accordance with a self-financing method governed by the Regulation, Ministerial Order,
Extension which establishes an economic contribution amount for every entity of the
sector related to Olive Oil production and marketing.
Likewise, it promotes the monitoring of Spanish and foreign markets in order to develop
actions according to real demands so as to guarantee the maximum effectiveness of
Interprofesional’s efforts.

Different roads, a single objective
Interprofesional’s own budget and the contributions of the Spanish Ministry of the
Environment and Rural and Marine Affaires and of the Agriculture Council of the Junta de
Andalucía have enabled the assignment of 1.2 million euros to launch a relevant
advertising campaign conceived to increase the consumption of olive oil both by attracting
young consumers and by keeping the existing ones.

    “Aliña tu vida con Aceite de Oliva”

Under the slogan “Aliña tu vida con Aceite de Oliva”(Dress your life with Olive Oil), this
advertising campaign highlights the cooking and wholesome benefits that make Olive Oil
the most advisable fat or oil for people of any age. Therefore, its objective is to:

   -   Strengthen Olive Oil’s standout values:
           o Best nutritional profile of all fats present in the market
           o Unique and characteristic taste
           o Largest economic yield, as it “goes further”
           o Versatility: can be used both hot and cold
   -   Inform new consumers by:
           o Presenting a modern image of Olive Oil
           o Associating the consumption of Olive Oil to new living habits
   -   Increase their knowledge:
           o Disseminating information regarding its many properties
           o Highlighting the role of Olive Oil within the Mediterranean Diet
A common effort to go further
Given all its properties, we can state that “few products offer as much as Olive Oil”. Taking
this statement as a basis, the target public of this campaign are men and women between
20 and 40 years old. The campaign’s main aim is to reduce the age of the Olive Oil
consumers’ profile, while addressing society as a whole. This section focuses on certain
future strategic groups:
    - independent young people
    - future parents
    - couples with children under six years old

In order to achieve the expected results by implementing this campaign, the campaign’s
media presence has focused on those channels that best adapt to its target public, that is,
television and radio. Important national television channels and radio stations have been
chosen to introduce the creative pieces that will try to make the public feel close to our
message: “Dress your life with Olive Oil”.

Core of the campaign
The creative strategy of the promotional campaign developed by Interprofesional del
Aceite de Oliva Español was based on the following main points:

   -   Promoting consumption creating messages that are:
           o Clear
           o Simple
           o Straightforward
           o Universal
   -   Arising empathy in consumers through the campaign and the product by choosing a
       specific shade and aesthetics that are:
           o Modern
           o Fashionable
           o Vitalistic
           o Cheerful
   -   Getting inside the public’s head through music:
           o Key messages
           o Catchy
           o Easy to remember

Description of the pieces created for the campaign
   - TV
        o 2 spots of 10”
        o Spot of 20”
-   Radio
        o 3 slots of 15’’
-   Internet
        o Spot of 40”
II – The Spanish Olive Oil sector, together in an Interprofessional

Legal frame
Organización Interprofesional del Aceite de Oliva Español was incorporated in 2002 and
recognised on February 27th 2003 by the Spanish Ministry of Agriculture, Fisheries and
Food (through Ministerial Order APA/509/2003 published in the Spanish Official Gazette
(BOE) of 10 March 2003). As such, its activity is governed by Law 38/1995 of 30 December,
regulating food inter-professional organizations.

Interprofesional del Aceite de Oliva Español is a non-profit organization. Since 2007, the
common definition of a strategy guaranteeing the present and the future of the olive oil
sector improved its activity considerably.

The regulation extension, approved by the Ministerial Order ARM/2434/2008 of 1 August
(Spanish Official Gazette (BOE) n. 198 of 16 August) and applicable to three oil harvests, is
in force since November 1st 2008.

Foundation Objectives
Organización Interprofesional del Aceite de Oliva Español was created to consolidate the
leadership of our Olive Oil industry. For this purpose, several action cores have been
    - Promotion: increasing the presence of Spanish Olive Oil both in Spanish and
        international markets and carrying out consumer information strategies exploiting
        the direct advantages of our product:
            o Quality
            o Nutrition
            o Health
            o Mediterranean Diet

   -   R+D+I: developing and applying programs conceived to help the sector evolve. Its
       objective is to promote innovation processes that can result in an adaptation of the
       supply to the market demand and the consumers’ needs.
    -   Market information and monitoring: Interprofesional del Aceite de Oliva Español,
        as representative of all parties involved, uses information transparency to help
        providing a deeper knowledge of the markets to the whole food chain.

Members of Organización Interprofesional del Aceite de Oliva Español


                                   Transformers and marketers

                                                                                ASOL VA

Representatives of the different actors of this sector -olive farmers, mills, operators, refineries,
bottling plants and exporters- have joined forces with Interprofesional del Aceite de Oliva Español
to meet market demands, make the most of the opportunities it offers and improve the position of
Spanish olive oil in the global market.
The regulation extension (regulated by the Ministerial Order ARM/2434/2008 of 1 August
– Spanish Official Gazette (BOE) n. 198 of 16 August) establishes a series of economic
contributions depending on the sectorial activity of the different actors involved in the
Olive Oil production process (mills, bottling plants, refineries…).
The campaign 2008-09 has been the first campaign to have this kind of budget, wholly
provided by the olive oil sector itself. Said budget provides Interprofesional del Aceite de
Oliva Español with approximately 6 million euro. The regulation extension establishes that
at least 80 per cent of this budget must be assigned to promote the product in national and
international markets, while the remaining amount shall be used to finance market
research and monitoring activities.

Our olive oil in figures

    1,940 companies (mills, bottling plants, refineries, operators), of which almost 1,000
     are marketer and producer cooperatives
    The Olive Oil industry structure employs around 8,000 people
    Our oil sector represents 5% of the Spanish agro-food companies, 6% of its turnover,
     2% of national employment and 9% of its exports.
    Average production of the last five years amounts to 1.11 million tons
    Production by autonomous region:
         o Andalusia: 84.7%
         o Castilla-La Mancha: 6.6%
         o Extremadura: 2.7%
         o Catalonia: 2.2%
         o Community of Valencia: 1.7%
         o Aragon: 1%
         o Other Autonomous Regions: 1.1%
III – Spanish Olive Oil, our oil

    Spain, the undisputed world leader in Olive Oil

Olive Oil production mainly concentrates in the countries of the Mediterranean Basin, even
though new producing countries appear every year.

The surface devoted to olive groves in Spain amounts to around 2.5 million hectares. It is
the first world producer and exporter, followed by Italy and Greece. Our country has
around 282 million olive trees. Spanish average production, in the last six harvests, has
been of over a million tons of Olive Oil. This quantity represents 60 per cent of the total
production of the European Union. In our country, production mainly concentrates in
Andalusia, where almost 85% of our Olive Oil is produced, followed by Castilla-La Mancha,
Extremadura and Catalonia.

Much more than an ingredient
There are several objective reasons to state that Olive Oil is the best existing oil. To begin
with, it is the only one obtained from fresh fruit: olives.

The appearance of new scientific discoveries enhancing olive oil’s excellent properties is
increasingly common.
Its benefits arise from the composition of fatty acids and other minority components, as
well as from its polyphenols content (natural antioxidants). The latter confer stability to
olive oil against oxidant factors (light and heat).
Its composition, rich in oil acids, makes it the vegetable oil that best resists high
temperatures, increasing its life cycle without suffering any change. This is why Olive Oil is
the best option for most cooking processes (frying, roasting, stewing).
Its composition, rich in oil acids, helps regulate cholesterol levels while its antioxidant
effect contributes to delay cell aging.

On the other hand, its organoleptic richness (aroma and flavour) is the best argument to
promote the use of virgin olive oil, for cooking and “raw” uses.
Different Olive Oil categories present in the market
Current legislation (regulation CE 1019/2002) establishes the sales denomination and the
information to be included in the labelling of each edible olive oil category:

    Extra virgin olive oil: “superior category olive oil obtained directly from olives and
     solely by mechanical means”.
     Being the highest quality fat of those present in the market and having the best
     organoleptic properties, it is the ideal choice for raw uses (dressing, sauces…).
     Exclusively obtained from the juice of the best olives, obtained only through
     mechanical means, its high content in vitamin E and natural antioxidants make it an
     outstanding product.

    Virgin olive oil: “olive oil obtained directly from olives and solely by mechanical

    Olive oil composed of refined olive oils and virgin olive oils: “oil comprising
     exclusively olive oils that have undergone refining and oils obtained directly from

In our country, Olive Oil is much more than just foodstuff. For centuries it has been a basic
component of our tradition and gastronomy.

Thanks to the Mediterranean Diet, which is undoubtedly starred by our Olive Oil, several
generations of Spanish people have lived a healthy life.

The different types of olive oil, according to the type of olive it is extracted, are the
mainstay of the different gastronomic trends that, together, make up the famous
traditional Spanish cuisine. Avant-garde cuisine is a reinterpretation of classical recipes,
and all important cooks of the international scenario use Olive Oil in their creations.

The olive oil tradition has been a basic ingredient of the Spanish culture. There is plenty of
information available regarding the importance of olive oil in the Hispanic culture, both in
cultural and religious terms. All this richness of its atavistic past coexists with the
contemporary aspect of this product which is regularly the subject of discoveries of new
Olive Oil has the character of the olives used for its production. The ripeness degree, the
state of the fruit, the climate and the land are responsible for the aroma and the taste of
the juice obtained, even though its final quality will also depend on the care of the whole
production process (harvest, transport, extraction, bottling). Our country has several
climates and microclimates as a consequence of our especially rugged orography and our
great variety of farming land. Thanks to these geographical factors, together with the
different existing olive varieties and the improvement of harvests and production, the
Spanish virgin olive oil has an incomparable range of aromas and tastes.
IV - Organización Interprofesional del Aceite de Oliva Español. Organization

      CHAIRMAN: Pedro Barato Triguero
      VICEPRESIDENT: Pedro Rubio
      SECRETARY: Antonio Luque Luque
      TREASURER: Agustín Rodríguez
      MANAGER: Teresa Pérez
      MEMBERS: from the different member associations:

          o   Primitivo Fernández
          o   José Mora
          o   José Pont
          o   Juan Vicente Gómez
          o   Jesús Salazar
          o   Enric Dalmau
          o   José Calama
          o   Gregorio Gómez
          o   Cristóbal Gallego
          o   Rafael Sánchez de Puerta.
          o   Juan José Sanz Jiménez
          o   Manuel Luque

                                 Organización Interprofesional del Aceite de Oliva Español
                                                        Prim, 12 – 4th floor. 28004 Madrid
                                                                      Tel.: 34 91 523 43 84
                                                                      Fax: 34 91 523 84 10

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