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<pre>Once again the discussion has evolved to a new thread; just wonderful
to see the interaction.

Please allow me summarise the discussion thread so far:
- Most agree that the organoleptic characteristics are as (if not
more) important as the chemical (read FFA) standards,
- The global olive oil market has a number of different product
niches, not all of which we (as an industry) necessarily want to
compete in (gourmet, supermarket, industrial seem to be appropriate
labels),
- Punitive means of preventing low quality oil being available in the
market have been used but appear to need continual vigilance by the
industry and government, and
- We agree that a "Face" would be helpful in developing the market
but there are different views on who would be appropriate.
I hope this is an accurate and fair summary; please add or refine as
appropriate.

I've read the discussion about the development of the wine industry
and the lessons we can learn from there with great interest.
Certainly, the industry has benefited greatly from industry wide
programs of quality assurance and specialised tertiary-level training
in viticulture and oneology. They are certainly worthy of emulation
and support to a far greater level in Australia. (Unfortunately, I
cannot comment on other countries such as Argentina, Italy or Turkey
for example).

Where I think we need to be careful as an industry is at the consumer
marketing level. Wine is predominantly a consumable product. It can
be used as an ingredient in cooking but mostly is marketed as product
that is capable of being consumed alone or to complement meals. By
contrast, olive oil is predominantly used as an ingredient in
cooking. It provides texture and flavour to the food as well as
health benefits to the consumer. It is sometimes consumed by itself
(or more commonly with bread, olives, tomato and cheese) but really
it is an ingredient.

Consequently, I will differ from most people on what type of
celebrity is needed! I don't believe it is a producer (grower or
processor) that is needed. (Of course, I do believe that some growers
and processors will become celebrities). The industry needs chefs
(someone like Aristos) and food celebrities (like Nigella Lawson) to
drive the public awareness of how premium (read EVOO) makes a
difference in certain foods. The chefs need to be trained in
organoleptic characteristics, the public needs to be trained to use
good olive oil in cooking (including salads). For the consumer, it's
the brand that's likely to count. Brands will convey a set of values
(e.g. organic, natural, healthy lifestyle, pure) to them as well as a
taste experience (e.g. smooth, grassy, peppery).

In Summary:
- Let's emulate the wine industry and establish a Olive Industry
Institute to gather statistics and conduct research on future trends
(production and marketing).
- Let's emulate the wine industry and support the development of
national research and training centers in olive production and
processing within tertiary institutes.
- Let's emulate the wine industry and establish a Olive Marketing
Authority to enforce standards, support brand development and help
the industry build international markets.
- But, let's depart from the wine industry experience and actively
create our own "celebrity indentities" who can work at both the
consumer and food & beverage market levels.

Hmmm, I wonder how people will respond :-).

Regards,
Lambros Karavis.
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