<table border=0 cellpadding=2 cellspacing="0"><tr><td>
<pre>Dear fellow olive group devotees,

Thanks Roger for continuing the debate on olive oil marketing. This resulted
from the recent Australian television comments on basically not labelling the
product correctly. It was a foolish example of not taking care to be accurate
and have truth in labelling but it is still far from some of the antifreeze and
other dangerous acts we have seen internationally from time to time.

As unfortunate as this episode is it should be a timely reminder to all
involved in the industry to pay attention to such detail...if not on your head
shall it be!

As far as marketing goes this is a paramount and integral part of the whole
industry. All too often do we see, especially in Australia, the production of
world class products only to have them languish because of an inability and/or
flair in marketing. It makes no sense what so ever to produce the best the world
has to offer if you cannot sell it! We are all close to our own businesses and
can some times not see the wood for the trees.

We must put ourselves in the situation of the consuming public and ask what do
they wish to buy? We rely on these sales for further advancement and indeed
evolution of the olive industry both in Australia and world wide I feel.

As Mentioned we are part of a novel retail shop concept that Knut Kammann
(Lakelands Olives) introduced from his native Germany in 1998. The concept is
known in Australia and in Europe as Flaschengeist... it has some similarities
with other specialist olive product retailers like Olivier's in Chatswood.

With the Flaschengeist concept we aim to offer customers a range of olive oils
from both Australia and elsewhere that are of the best available quality. This
means that we have both Australian and imported olive oils and olive products.
We encourage our customers to taste oils in our stores before they purchase and
have it filled in our beautiful designer bottles. This is the key element in the
Flaschengeist concept, TRY BEFORE YOU BUY.

A large part of what we endeavour to do is aimed at educating people to see
that there is more then just a fatty liquid called olive oil on a super market
shelf...which is often devoid of any character at all. Once they do taste some
fresh varietal oils it is amazing how interested they become.. a thirst for
knowledge is awakened in many to the delights of many different styles of oils
that can be obtained. Surely this can only help promote the use and
understanding of the product!

Any spin off from this type of marketing can only enhance the publics
acceptance and knowledge of beautiful oils.

So Please except that the many forms of marketing that are possible helps the
industry as a whole evolve...even the Land Line program detailing Viva products
was not all negative... the old adage that any publicity is good holds some
truths.

Sorry to be long winded.

Sharn...Flaschengeist Hunter Valley ...Australia
Sharn & Margaret Hunkin
Flaschengeist Hunter Valley.
Shop 6, Hunter Valley Gardens Village.
Broke Rd, Pokolbin. NSW 2320
Ph 02-4998 7455

Home address details...
'Mevagissey'
746 Baerami Creek Road
BAERAMI CREEK NSW 2333
Ph: 02 6547 5171
Fax: 02 6547 5169
Mob 0414 766 868


[Non-text portions of this message have been removed]
</pre>
</td></tr></table>