As the International Olive Oil
Council explores its mandate to increase the
production and consumption of table olives and
olive oil in world markets, even while keeping
a strict eye on the quality, its Promotion Division
will target the Indian market in 2007, Habib
Essid, Executive Director of the Council, told
The Hindu Business Line.
In Istanbul to participate in an olive exhibition
organised by Turkey’s Zeytindostu Olive
and Olive Oil Association, he said: “India
is a very important potential market and a challenge
for the International Olive Oil Council.”
Between 2007-2009, the Council has identified
India, Russia and Japan as promising markets
where special promotion efforts will be directed.
On the higher cost of olive oil being a deterrent
for price sensitive markets such as India, Essid
said: “Olive oil is not a common product
and you need to convince the consumers that
the price they are paying is worth it because
of the beneficial effects on health; extra virgin
olive oil is particularly good for health. Last
year, the prices went up because of lower production
in Spain, which produces 30-35 per cent of the
world output, and this decrease impacted world
prices.”
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