The green future: EVOO as a gourmet ambassador, from the olive grove to the table

Wednesday, 05 March 2025

By Juan Vilar Hernández, expert in economics, international agricultural analyst, strategic consultant, professor at the UJA (Spain) and farmer.

Extra Virgin Olive Oil (EVOO) is experiencing rapid growth. Although its global consumption accounts for less than 1% of total fats, it is a pillar of the Spanish agro-industry and a benchmark for healthy eating. Spain, the world leader in production, accounts for 60% of European EVOO and 45% of the world's. However, the sector faces challenges such as price volatility, climate change, and the need to differentiate itself in an increasingly competitive market.

NEW CONSUMER TRENDS AND EMERGING MARKETS

While consumption in Spain exceeds 7 liters per person per year, traditional consumer countries such as Italy and Greece have recorded slight declines. In contrast, emerging markets such as China, Brazil, and Russia have shown growth exceeding 100%, and the United States remains the largest importer outside the Mediterranean basin. However, the drop in production due to poor rainfall has driven up prices, raising the need for innovative strategies to maintain competitiveness.

MODERNIZATION AND QUALITY: THE PATH TOWARDS PREMIUM EVOO

High-density and hedgerow cultivation, along with the application of advanced harvesting and processing technology, is revolutionizing production. This allows for higher-quality oils and positions them in the premium segment. Traceability and certifications such as the Protected Designation of Origin (PDO) and organic production reinforce the product's image of excellence. Furthermore, highlighting the diversity of varieties (Picual, Arbequina, Hojiblanca, Cornicabra, etc.) expands the offering and meets different culinary uses.

HOW TO CONQUER NEW MARKETS?

The internationalization of EVOO requires strategies tailored to each region. In Asia and Latin America, the growing interest in the Mediterranean diet represents an opportunity. Highlighting benefits such as its positive impact on cardiovascular health and its versatility in fusion cuisine can be key. Furthermore, e-commerce and the use of social media allow the product to reach a broader audience, reinforcing its value through an engaging narrative based on tradition, innovation, and sustainability.

SUSTAINABILITY AND ENVIRONMENTAL RESPONSIBILITY: A COMPETITIVE ADVANTAGE

Ecological commitment is a decisive factor for many consumers. Optimizing water use, reducing the carbon footprint, and utilizing byproducts such as olive pits as an energy source are key measures. Regenerative agriculture and smart irrigation can differentiate Spanish producers and consolidate the image of EVOO as a product of total quality.

CONSUMER Education and experience: the key to increasing perceived value

Many consumers are unaware of the differences between extra virgin olive oil and other types of refined oils. Information about the origin, the cold-pressed extraction process, and the importance of transparent labeling increases their perception of value. Initiatives such as tastings, sensory workshops, and campaigns with strong storytelling can strengthen the emotional connection with the product. Furthermore, packaging innovations, such as sustainable materials and attractive formats, along with an effective digital strategy, can strengthen the prestige of EVOO in the international market.

THE FUTURE OF EVOO: EXCELLENCE, DIFFERENTIATION AND GLOBAL STRATEGY

For Spanish EVOO to maintain its global leadership, it is essential to combine productive excellence with differentiation strategies, sustainability, and effective communication. Collaboration between producers, authorities, and distributors will be key to addressing the sector's challenges and ensuring that EVOO remains a global benchmark for quality, innovation, and environmental respect.