It is considered one of the most valuable export products for Greece. This is why we refer to it as liquid gold. Greek olive oil offers us a competitive edge in quality and a powerful asset in our exports portfolio.
The way Greek olive oil has been exported has changed dramatically through the years. From bulk containers with no actual product specifications, we have reached an era in which everything is reported and controlled. Olive oil products are now in specific packaging and come with labels of nutrients, expire dates and lot numbers. They also have quality certificates and are traceable in terms of crop, producer and batch.
Greek olive oil may have a bulk history, but it seems as though this era has come to an end. Now branded Greek olive oil is gaining ground. It comes in sophisticated packaging, ready to be communicated and sold internationally. Behind all this, lies a great effort in marketing, promotion and communication.
About exports, year 2013-2014 has not been a good year for Greece in terms of quantity and pricing, as it wasn’t a good year for the olive trees. Fortunately this prediction is not going to be verified this year. As described in the International Olive Oil council’s newsletter this is going to be a success year for Greece. The production is predicted to double since last year and is projected to surpass even other countries’ production climbing up to more than 300.000 tons. In the meantime, rest of the Europe is facing a rough year, mainly due to bad weather conditions. Moreover, predictions indicate that there will be higher demand than supply and consequently, that will lead to higher prices.
Taking into account its qualitative superiority, its supreme taste and its beneficial characteristics, one can easily conclude that this is an opportunity for Greek olive oil to develop and flourish.
This is more like a Marathon run, so the required supplies towards this goal are resistance, determination and persistence.
The focus point is to keep the demand in high levels, by pointing out its added value in comparison to other olive oils. This goal can be achieved, but it requires a lot of effort in marketing, a full exploitation of distribution channels, and continuing advertising.