Lack of information and price, consumers main obstacles to buying EVOO from traditional olive groves
Consumers require information about Olivar Tradicional EVOO, but most of them are unable to obtain it. This is one of the conclusions of a market study carried out by the AOVE Tradicional Operational Group, coordinated by UPA, with the participation of Migasa and Izertis as partners, and the University of Jaén and LIDL as collaborators. The report is based on a random sampling of 800 online surveys and several focus groups.
As revealed, 40% of non-buyers say that they do not buy the product because they cannot find it in their usual shop, or in other cases, they are unaware of the brands that offer this type of product. Another major obstacle recognised by non-buyers of the product is the price, as it conflicts with the "attractive" promotions of other products. Another conclusion drawn in the document is that the current purchaser of EVOO from Olivar Tradicional likes to receive information about it, as before buying it, he or she is informed when it comes to choosing it and looks at its origin.
Representatives of the Operational Group presented these conclusions last week to the Secretary of State for Agriculture and Food, Begoña García Bernal, in a meeting that provided information on the state of the work of this innovative project, which is 100% co-financed by the European Union, and which aims to provide traditional olive growers with tools to improve their profitability.
The market study concluded that adequate information should be provided on the origin of the olives, as well as on whether the marketing brand carries out fair trade activities. At the same time, he stresses that it is essential to be present in their usual places of purchase, in addition to reviewing the distribution of the product in order to take advantage of the opportunity in the focus chains, as well as highlighting its distinctive quality by means of a visible seal or label.
Characterising the traditional olive grove
The operational group considers as traditional olive groves those productions with a density of less than or equal to 180 trees per hectare, with an average slope of 20% or more, rainfed or irrigated and planted before the 21st century. These are olive groves that have competitive and comparative difficulties, whose weaknesses and threats can be compensated through processes of qualification and differentiation, remunerating their territorial values and functions as well as their economic ones.
The group is developing a blockchain tool, to be launched in the coming months, which will allow the traceability of the product from its origin. By means of a QR code on the label, the consumer will be able to know all the information from the harvesting by the farmer to the bottling of the oil in the bottles, knowing the date of harvesting, the quantity, the field, the locality, the number of olive trees and the olive variety.
Another of the project's actions will be the launch of a web-based advisory platform where farmers will have access to training to improve the management of their farm, with numerous modules and a special focus on aspects such as sustainability.
Further information: http://aovetradicional.es/
Nace el Grupo Operativo AOVE Tradicional, que llevará la tecnología blockchain al olivar
100% co-financed by the European Union. Total Investment: €479,882.50. Managing authority for the implementation of EAFRD and national support: DGDRIFA. Body responsible for the content: GO Traditional EVOO. Blockchain certification of the traceability of extra virgin olive oil from traditional olive groves. https://agriculture.ec.europa.eu/common-agricultural-policy/rural-development_es