Just walk around among the supermarket shelves and realize that more and more brands, especially those oriented towards high quality, use extra virgin olive oil instead of olive oil for canned products (such as tuna) or glass (such as artichokes). And they aim a lot at highlighting this difference which justifies a higher price.
The arrival of summer, which traditionally pushes consumers to make greater use of these products (starting from the ever-present rice salad), has prompted us to try to understand if a new market segment could open up in this sense for the 'extra virgin, in particular the high-end one. Topic we dealt with Renzo Ceccacci (in the picture)which it encompasses the experience from a health-nutritional and sensory point of view, having been head of anesthesia, resuscitation and analgesia and has been president of Olea for 6 years (Experts and Tasters Laboratory Organization).
Dr. Ceccacci, what are the advantages of a product preserved in extra virgin oil compared to one in olive oil?
“Many, extra virgin olive oil, if of good quality, has a perfect balance of fats and contributes to better preservation of the content thanks to the antioxidant substances and vitamin E. Not only that, it also improves the preserved product from an organoleptic point of view. There is also a total absence of substances deriving from the refining of olive oils, starting from glycidyl esters or trans fatty acids. Finally, a splendid promotional synergy is created between the product and the oil, both synonymous with quality”.
Could the naturally higher price of the product be a brake for the consumer?
"I do not believe. Someone could see a disadvantage in the higher cost, taking into account that normally the oil is equal to a third of the weight of the canned product and a little more in the glass one. But one fact should not be overlooked: generally the olive oil used for canned or glass products is not consumed and is thrown away. Let's put a high quality extra virgin olive oil in that box or glass jar and you will see that its pleasantness makes it not only attractive to be consumed together with the product, but also to flavor other dishes, such as pasta for example".
In your opinion, can this awareness grow?
"I hope so. Be careful, though. The simple fact that it is an extra virgin does not mean guaranteeing long storage times and better product quality. We are well aware that there are extra virgin and extra virgin olive oils. For this reason, if anything, the path to follow is that of high-end oil, obviously 100% Italian, which does not remain too long on supermarket shelves and which is stored in the correct manner”.
This is an opportunity that could perhaps be seized by some Protection Consortiums to marry their extra virgin olive oil to one of the many brands that pack their products in oil, both canned and in glass, and create, channeling themselves into a market that is still entirely to be discovered, in a winning promotional synergy.
di
