Spanish food giant Deoleo wants radical changes to the quality criteria and allowed category names and marketing claims for olive oil. The company, which is investing strongly in emerging markets as sales slump in mature ones, says current terms such as ‘extra virgin’, ‘virgin’ and ‘refined’ olive oil should be replaced with words meaning more to consumers.
This is an interesting call, given the recent consumer survey on labelling conducted by Olivegrower & Processor. You can read the results in the March 2013 edition – and if you don’t already, subscribe here https://www.olivebiz.com.au/magazines/olivegrower/subscribe/
