There is something important for everyone involved in the olive oil industry at The Olive Oil Conference to be held in Rosemont near Chicago starting on 18th July.
For tasters, buyers, traders, retailers and consumers there are sessions on practical tasting to increase sales, get to know oils from different regions and get the best value for your money. Presented by Simon Field, founder of Extra Virgin Olive Oil Savantes, Hayley Stevens, North American Tasting Championship 2015 and Eryn Balch, Executive Vice President of the North American Olive Oil Association (NAOOA) these presentations will enhance your confidence.
Everyone will be able to test their tasting skill in the North American Taster’s Challenge and possibly be recognised as the Champion, a member of The Register of Savantes or an Associate Savante.
For producers and all involved in the supply chain the session on Megatrends by leading Spanish producer Rafael Muela of Mueloliva will help plan for the future.
Publicists, salespeople, promoters and everyone else will learn from Patty Lamberti when she talks about using New and Digital Media to get your message into the public domain.
The first Spanish National Extra Virgin Olive Oil Team Tasting Championship was a resounding success. Held in Priego de Cordoba in Southern Spain the championship attracted 13 teams of 3 from all over Spain. Staged by the PDO for the region Priego de Córdoba (ASCCAL) and International Extra Virgin Olive Oil Savantes the event used the Savantes Tasting Skills Test and additional exercises to assess the tasting ability of the teams.
Included in the tests were extra virgin olive oils contributed by producers from France, Italy, Greece, Spain and Portugal with the varietals including ocale, picual, arbequina, hojblanca, coratina, cobrancosa, galega, koroneiki, changlot real, manzanilla, cornicabra, l’aglandau, olivastra seggianese, tonda iblei and picuda. An important activity of Savantes is to encourage recognition and appreciation of extra virgin olive oils from all varietals and regions around the world.
The Los Angeles International Extra Virgin Olive Oil Competition provides an opportunity to compare the products entered from the major producing countries and the USA. The Northern Hemisphere segment has just been completed with 516 entries.
The comparative performance of olive oils from countries with over 20 entries shows that Spain outperformed all other countries with 31% of the entries being awarded gold medals.
Reliable data on Australian production and consumption is difficult to obtain. The International Olive Council (IOC) publishes international tables on production, consumption, exports and imports. Analysis of this data alongside that provided by the Australian Olive Association and Australia’s largest producer, Boundary Bend Limited, suggests that the IOC figures overstate Australian consumption of olive oil by up to 30% in some years.
The Australian data in Table 1 extrapolated from the Boundary Bend 2013 Annual Report. The analysis shows that the IOC overstates Australian production with the result that Australian consumption is lower than generally stated by the IOC.
The Australian Olive Association in its industry snapshot for 2012 states ‘Australian apparent consumption of olive oil for the period 2005 to 2012 increased by 16% to 51,7108 tonnes’, clearly a gross overstatement by approximately 37%.
The trend of competitions with high numbers of producer judges awarding higher medals, evident in the analysis of 2012 Australian extra virgin olive oil competitions, has continued in 2013. A comparison of awards given at the Melbourne and Sydney Fine Food Awards and the Australian Olive Association (AOA) Competition shows that for brands entered in all three, the Melbourne event awarded the highest medal in 11 cases.
The AOA competition awarded the highest medal in 7 cases and the Sydney Fine Food Show in 5. The judging panel of 13 in Melbourne included only 2 judges who are not producers. The AOA panel is no longer published but traditionally the majority are producers.
The Sydney Show panel, while not published to date, generally has a broader food and restaurant industry membership.
The USITC report on the status of the olive oil market in the USA has received comment from many interest groups. The report provides very useful data on the world trade in olive oil and particularly the US market. As with many of these reports it gives every lobby group selective arguments to support their case.
One important analysis from the report, the econometric study of demand elasticity (‘ how demand for one oil is affected by price changes in another’) has received little comment. In summary the analysis leads to the following conclusions:
- ‘There is little evidence that purchases of domestic branded extra virgin olive oil are affected by price changes for branded foreign extra virgin olive oil, private label extra virgin olive oil, or all other grades of olive oil.’