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<pre>There are many many interesting topics that can be discussed
about Olives & Olive Oil. I would like to suggest that each one
of you readers suggest a topic. Don't reply to this post. Create
a new one and put the topic in the Subject line. Add a brief note
about the topic in the body of the message.

I know there are many smart people out there reading this post.
If you use olive oil, you are definitely SMART. Come on, lets
hear from you. Topics can vary from soft to very hard technical
ones. Where do you fit?

I love to read about O & OO. Post your message, lets learn from
you. You asked for it, this is your forum.

Many people in the USA ask me, what is the best olive oil? How
can the average consumer differentiate between a good olive oil
and a not so good one? Definitely, the label is not an indication
specially for the expert taster. But what about the average consumer
in the USA who barely consumes half a pound of Olive Oil a year. Not like
most of the people around the Mediterranean region who consume
somewhere between 10 - 15 kg/person/year.

Now, what is your advice? what do you suggest to these consumers?
Come on Olive Oil experts and producers lets hear your opinion on this.

Another Topic:

Olive Oil consumption in America: I read somewhere that the Olive oil
consumption in the states is around 0.5 lb/person/year and growing.
Please correct me if I am wrong.

The question is, how can we promote Olive Oil in the USA so that
the average consumption will increase?

What is the comparison in the USA between the consumption of Olive Oil
and other Vegetable Oils per capita? How can we bridge the gap?

Sincerely

Jamal Sadoun
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<pre>> most of the people around the Mediterranean region who consume
> somewhere between 10 - 15 kg/person/year.

Yes - according to Kiritsakis[1], Greece is top (20.8 kg pa), then Spain
(10.0) and Italy (8.1). He says "The consumption of olive oil in the United
States has been increased considerably the last years." but gives no figures.

I did a rough calculation on the Greek consumption a while ago and found that
this represents 1/4 to 1/3 of the energy (calorie) requirement for the
average adult - just from olive oil!!!

Adrian

[1] Kiritsakis, A.K. (Ed) (1991) Olive Oil, American Oil Chemists' Society,
Champaign, Illinois.
--
Adrian.Shaw@aber.ac.uk
Sefydliad Y Gwyddorau Biolegol, Prifysgol Cymru,
Aberystwyth, Ceredigion, Cymru
http://pcjagg.dbs.aber.ac.uk/mynegai.html
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<pre>Sadoun wrote:
> According to some statistics I read it is increasing by 12% annually. Not
> bad
> for a population of around 300 million. But you see, there is a great
> market
> oppportunity in the USA if the consumption rate increase more than 12%
> specially when you compare the per capita consumption figures between
> the USA and the other countries.

This is certainly true. One thing that has bewildered me is the marketing
ploy which I understand has taken off in the US (and I've seen it here) for
"light" olive oil. Now this word "light" is usually associated with
"healthy" or low-fat products. I think this is a deliberate strategy: olive
oil is around 98% fat whatever its name! Light olive oil is apparently just
olive oil with the flavour (volatiles) removed (who ever would want to do a
terrible thing like that?). Give me heavy olive oil any day

You asked about marketing: The marketing strategy has to continue to focus on
health issues; the "mediterranean diet" is a phrase that often crops up and
I think has very positive connotations for people. I also think a lot of
people do not know what a good olive oil tastes like; once you have had one
(and know that it is best used after cooking, not in cooking, where possible
so as to preserve the flavours) you will be hooked. Unfortunately good oils
are not easily obtained in the supermarkets, and the industry should address
this.

One of the biggest enemies in this quest is the fraud and deception that
continues to go on. Fraud is illegal, but deception is not. As it happens, my
favourite supermarket olive oil is labelled as being Italian (if it's not,
it's a fraud). The label also states that it is bottled in the Toscana
(Tuscany) region of Italy. The latter statement is deception, because it
_implies_ that the oil is Tuscan, whereas in fact is almost certainly isn't -
they just bottle it there. Other oils labelled in such a way may not live up
to the consumer's expectations of a Tuscan oil, so you lose a customer who'll
just go and buy the cheaper rapeseed (Canola) oil instead if it's just those
nice healthy monounsaturates they want.

Regards,

Adrian
--
Adrian.Shaw@aber.ac.uk
Sefydliad Y Gwyddorau Biolegol, Prifysgol Cymru,
Aberystwyth, Ceredigion, Cymru
http://pcjagg.dbs.aber.ac.uk/mynegai.html
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<pre>Dear Adrian

>Yes - according to Kiritsakis[1], Greece is top (20.8 kg pa), then Spain
>(10.0) and Italy (8.1). He says "The consumption of olive oil in the United
>tates has been increased considerably the last years." but gives no
figures.


According to some statistics I read it is increasing by 12% annually. Not
bad
for a population of around 300 million. But you see, there is a great
market
oppportunity in the USA if the consumption rate increase more than 12%
specially when you compare the per capita consumption figures between
the USA and the other countries.

> did a rough calculation on the Greek consumption a while ago and found
that
>his represents 1/4 to 1/3 of the energy (calorie) requirement for the
>verage adult - just from olive oil!!!

Isn't that something.

Jamal Sadoun
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