It has
taken few months in the market to feel first hand (as distributors) what are
the two main characteristics about olive oils and the olive oils
distribution... Not in vain today (less than one year after its global launch)
Kaltur can be found more and more in restaurants, stores, groceries... you name
it in Spain, the UK and Russia. And we are getting in contact with wholesalers
in the Central European area who are giving us feedback about the very same
market. Two are then these characteristics:
EVOO is a
healthy product to be consumed dairy: Indeed there are plenty of studies which
demonstrate it and thousands of references in the media every day for people
interested to learn why you should always have a bottle of extra virgin olive
oil for you and your family. More people consume it worldwide each year.
Doubts
about the real stuff inside the bottle: It is common to find products out there
which claim to be EVOO which actually they are not. Many people distrust the
product because it is not rare to find fake products in the market.
So, that is
the reality we all find in the market whether we want to sell (unfair
competence which make real EVOO almost to be impossible to sell because its
higher cost) or to buy (cheating products that offer no warranties to be
consumed).
Today I
found this link in LinkedIn The Unadulterated Truth About Olive Oil which makes reference to this book: "Extra Virginity: The Sublime and
Scandalous World of Olive Oil" that deepens into the topic.
I would
like to say that we have found ourselves very often in discussions with our
prospects (retailers and wholesalers) about price but not about quality. These
ones know better than we do their own clients and they say that what people
want is price and not quality. I think that the solution to end with fake
products is in ourselves as EVOO buyers. Pure EVOO has a production cost and if
we ever think that we can buy the same product for less money is just because
we are buying a totally different product. When I buy soft drinks, chocolate,
beer... I pay attention to the brand in order to get what I want. The same goes
with olive oils. You, as buyer, can find great EVOO in Europe and America so is
up to you to trust a brand and pay for it. When it comes to the food we all
should be willing to pay enough to be calm that we buy what we want.
When we
behave like that the retailers and wholesalers will start to pay more attention
not only to the price but to the product quality also.