The Olive Pomace Oil Interprofesional coined Oriva, a brand that claims the tradition and quality of its product

The Olive Pomace Oil Interprofessional has recently presented, within the framework of the Expoliva 2017 fair, the new brand that represents it, ORIVA, which symbolizes all the work developed by the olive pomace oil sector, whose efforts have been aimed at promoting a product of the highest quality for the food sector, the hotel industry and consumers in general, supported by values that revolve around its healthy properties, the profitability of its use and the sustainability of its production processes.

This new brand combines the values of tradition and vision of the future of a sector that bets strongly for the growth

The presentation ceremony of the ORIVA brand was presided over by José Luis Maestro Sánchez-Cano, president of the Olive Pomace Oil Interprofessional, accompanied by Carlos Cabanas Godino, Secretary General of Agriculture and Food of the Ministry of Agriculture and Fisheries, Food and Environment and Concepción Cobo González, Secretary General of European Agricultural Funds of the Ministry of Agriculture, Fisheries and Rural Development of the Regional Government of Andalusia.

During the presentation, Maestro explained the reasons why ORIVA is born: “ORIVA arises from the will to work together under a brand based on the commitment, support and conviction of the five entities that comprise it. We will promote a rigorous and serious investigation on olive pomace oil, and we will disseminate all the details about the Spanish sector and the excellence of our food product for the hospitality industry, the food industry and the consumer”. In this sense, the president of the Olive Pomace Oil Interprofessional remarked the intention to publicize the healthy properties of olive pomace oil: “Recall that it is the second healthiest oil in the world. It is remarkable that it is an extraordinary oil for frying, for its profitability, durability and because it does not alter the taste of food and, in terms of health, is a fat containing up to 85% of monounsaturated fatty acids, mainly oleic acid”.

For his part, in his speech, Carlos Cabanas has noted the support of the Ministry of Agriculture to the work of the Interprofessional as part of the vertical integration of the chain of olive pomace oil: “It is an example of what an interprofessional should be, a key link for its sector. From the outset they have the support of the Ministry to work together to recover the internal market and the image of the product, achieving business stability for the sector, and advancing innovation and research”.

Representing the Junta de Andalucía, Concepción Cobo highlighted the contribution of the Interprofessional to the circular economy of the olive sector: “It is an example of the maturity of the sector and deserves recognition for this. It allows collaboration between the links of the sector chain and public-private management. In fact, it allows SMEs to collaborate in an activity that alone could not achieve, such as the creation of the brand ORIVA. The Olive Pomace Oil Interprofessional is an instrument of enormous value for the sector “.

Representative mark of quality

Since the Olive Pomace Oil Interprofessional has been betting on the birth of this new brand as the beginning of growth in a sector that in recent years has been affected by the increase in consumption of other vegetable oils of less quality.

ORIVA is a revulsive for the sector, the first step to return to the path of growth and communication of the benefits of a very Spanish product, which is a benchmark in many international markets

In this way, ORIVA will now include the actions and communications that from the Interprofessional are carried out as flagship of the sector. The creative process that has been followed to reach the concept of ORIVA has been run by the creative agency El Cuartel, which has done a thorough preliminary research, analyzing the production process of olive pomace oil and market characteristics. In the words of Pilar Ruiz, a founding partner of El Cuartel, “under values such as innovation, professionalism, quality, sustainability and solvency, the project has resulted in a serious, close, easy to remember brand that speaks for itself, inspiring logo that perfectly transmits the attributes of a referent organization such as the Olive Pomace Oil Interprofessional”.

In this process has also collaborated the specialized agency AGR Food Marketing, for which has spoken in this presentation Matthew Blay, its president. In his speech he emphasized that “when I approached the sector and I knew the olive pomace oil, I did it with the few knowledge and prejudices that would make any Spanish consumer, that is, I knew almost nothing of olive pomace oil and what little he thought about it was totally wrong. ” Through his work with ORIVA, the key role played by the olive sector in the sustainability of the olive sector and in how this product is one of the most suitable for obtaining healthy and quality frying, has been deepened. “In this process, AGR Food Marketing has defined the strategy and the communication plan for the next years and, in general terms, will eliminate false beliefs, through objective and scientific information, to reposition the image of olive pomace oil, presenting it as the best oil for tasty, light and crispy fritters, “concluded Matthew Blay.

In short, all this work has resulted in a corporate identity adapted to the needs of the Interprofessional and applied to the sector, to achieve great results in the future.

About the Olive Pomace Oil Interprofessional

The Olive Pomace Oil Interprofessional is an entity born with the purpose of bringing together all the agents that are part of its sector, in order to defend their interests and promote the benefits of olive pomace oil. Conformed in May 2015, the Interprofessional consists of ANEO, Agri-food Cooperatives of Spain, INFAOLIVA, ANIERAC and ASOLIVA, associations that encompass all the agents of the value chain of olive pomace oil.

The Olive Pomace Oil sector now generates 3,000 direct and 15,000 indirect jobs, in 64 extractors and 8 refineries distributed throughout the national geography

Thus, Andalusia, Aragon, Castilla La Mancha, Catalonia, Extremadura, Navarra and Murcia have extractors, and in Andalusia and Castilla La Mancha are located refineries.

In the 2015/2016 marketing year, sales of olive pomace oil increased by 15.7% compared to the previous season, showing a positive upward trend, both in the domestic market and in the already consolidated international market (Exports account for 85% of sales).

According to data published in datacomex.com, portal of the Ministry of Economy and Competitiveness, State Secretariat of Commerce, the Olive Pomace Oil sector invoices annually 150 million euros

Source: Interprofessional Olive Pomace Oil