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<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


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<pre>Hi Those who were at the OAMSA filed in the Siilly will have the opportunity
to meet Mauro
AOA have passed on the following email and IL forward it now for your interest
Regards
Lee Hallett
The Olive Press
Riverton SA 5412
Ph 8847 2247
www.theolivepress.com.au

The following email from Jayne Bentivoglio concerns small growers and
promotional opportunity.
To Small Growers and other interested individual olive producers

The AOA Board wishes to make available the following Promotional opportunity.
The Board also advises that the AOA is also prepared to pursue all appropriate
opportunities (subject to resources) in this regard, as this is part of our
policy in the Strategic Plan re niche markets and low volume producers.

New Strategy
Marketing and promotional strategies was a major area identified by most of the
small growers in the small grower survey sent to the industry a few months ago.

Since then I have been in contact with Mauro Martelossi, the Australian Delegate
for the Corporation of Mastri Oleari (Oil Masters Guild) and ISOM -
International School of Oil Masters, Italy.

Mauro proposes a promotional strategy for small growers and individual olive
producers. This proposal is to increase the consumer awareness of Australian
Olive Oil for the Domestic Market.....initially, and is intended as a long term
promotion particularly for future International Markets.

It is hoped that this will favour the small producers by opening the door for
commercial opportunities in areas and regions in which they would not normally
operate and create a positive interaction between small and individual producers
Australia wide.

For this to occur there must be a total commitment from all participants and a
genuine collaboration of all the relevant participating groups or Associations
that wish to be involved in this long term Industry goal.

If you wish to be involved in this new Industry Promotion please notify me at,
benti@...
or, the Secretariat, for more information

Regards
Jayne Bentivoglio
Director - Australian Olive Association





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<pre>The AOA sent out this e-mail earlier this year, I believe it was
included in some newsletters;



Dear Chuck

A number of European olive oil companies are interested in evaluating
the possibility of commercial links with Australian companies for the
purchase of olive oil.

These companies have engaged me to sample for them, small quantities of
olive oil from various areas of Australia.

The picking season is imminent, and this would assuredly be an opportune
time for sampling the new season's oil.

Anyone who is interested in this window of opportunity should not
hesitate to contact me.



Mauro Martelossi







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<pre>--- In OliveOil@yahoogroups.com, Roger Farquhar <rogfarlandsc@o...>
wrote:
> The AOA sent out this e-mail earlier this year, I believe it was
> included in some newsletters;
>
>
>
> Dear Chuck
>
> A number of European olive oil companies are interested in
evaluating
> the possibility of commercial links with Australian companies for
the
> purchase of olive oil.
>
> These companies have engaged me to sample for them, small
quantities of
> olive oil from various areas of Australia.
>
> The picking season is imminent, and this would assuredly be an
opportune
> time for sampling the new season's oil.
>
> Anyone who is interested in this window of opportunity should not
> hesitate to contact me.
>
>
>
> Mauro Martelossi

but hang on roger, isn't this the same gentleman who has been
promoted by the AOA as an approved consultant within the
*australian* olive industry?

in my view, the fact that he is in the employ of the italian olive
companies compromises his viability as an independent
authority.


positively yours,
sodium9!
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