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<pre>Hello

We just receive the current June issue of Specialty Food Magazine with
a feature about Olive Oil and the health benefits plus matching
flavors of Spanish eevo and even how to merchandise oil from Spain.
Very interesting inforation.

The web site is http://www.specialityfoodmagazine.com/
and the articles are under the archive section. Sadly this issue isn't
up in the archives but it should be soon.

Gloria
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<pre>Hello

It appears that the issues on the web site are behind the print issue by about a
month.

The first section is about Olive Oil and it being a key food for a Healthy Diet
by Fransico Perez Jimenez with the focus being on Spanish oils.

For me, the key section is Matching Flavors by Santiago Botas with a section on
the American Impressions of oil and how to merchandise olive oil from Spain (can
be used for any region).

The Matching Flavors talkes about - sweet evoo, balanced evoo and eo and whatthe
difference is and a broad base statement of when to use each. They than write
about how to experiment using them in a mayo or other salad dressings to
experience the flavors in something familar to the person with a paragraph for
chefs.

Then they take 12 different brands and describe them for example San Lendro:
Concentrated flfowery aroma, sweet and fruity with hims of apple and tropical
fruit, slight peppery finish or the brand Soler Romero: fresh olive aroma,
fruity, hint of pepper finish.

How to Merchandise Olive Oil bullets are 1. differentiate your oilve oil, 2.
help the store buyer with details, 3. a well-designed demo is critical to
success, 4. create a good set of Point of Sale materials (in English, Spanish
flags, maps of Spain indicating origin of the oil and photos of the area, oil
processing, etc. and recipes), 5 Easy recipes are important, 5 Plan, Plan, Plan
every year store buyers prepare promotions earlier so plan ahead with
well-organized and detailed promotional plans.

From a consumer stand point I liked the idea of the details of the different
brands - put yourself in the woman's shoes of standing in a grocery aisle
looking at the all the different oils (it seems like there are hundreds of them)
and making a choice of one!! From a retailer view, this list can help me decide
what my customers would like and the promo material and self-education for all
the staff so they can promote the product to the consumers.

Gloria
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