LUIGI CARICATO, EXECUTIVE DIRECTOR OF OLIO OFFICINA

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What are the greatest challenges for the olive oil sector on the Italian market?

Many are the challenges that the olive oil sector has to deal with, and this is true all over the world. The greatest however are those faced by countries that have long-standing tradition in this sector, such as Spain and Italy, but also Greece, Portugal and Northern Africa. Everybody believes that they must fight to conquer a place on the international market, but nobody seems to realize that there is space for everyone, and we should therefore forget the laws of competition, and start cooperating. Globally speaking, less than 4% of oil for human consumption in made from olives, so it is clear that there is enough space for every oil-producing country. We need to work together to promote its consumption, but must do so with acumen and integrity, without compromising on the quality and pureness of the oils.

What is your opinion on the current situation of Italian olive oil?

The situation in Italy is one of great cultural crisis. The oil market is such that the demand is much greater than the supply. We are therefore forced to import large amount of oil, in some cases up to 75% of that consumed on our market. Nobody is planting new olive trees and the old groves are being abandoned because they have become uneconomical. Innovation is a word that evokes fear, and whoever dares to innovate is accused of forsaking tradition. Despite this, I am convinced that the Italians have a great talent, and I am sure that given the current situation, they will soon turn over a new leaf. The quality of oil is there. What is lacking is quantity. I would be happy if like wines, Italy sold more foreign oils. It would be nice to see bottles of oil from Spain, Greece, Portugal, Tunisia and Morocco standing on the supermarket shelves beside those produced in our country. It would be a great sign of civility.

What are the most promising import markets for olive oil?

Certainly those that have never known such a precious oil. I believe that investing in promotion and cultural actions in China, India and other countries that have no tradition of olive oil consumption is a unique and very interesting challenge, because we must help these counties perceive the value of what is universally considered a functional food.

This is the first time you will visit WOOE, what do you expect to find in this Spanish fair?

Yes, this is my first visit to WOOE and I must admit that I am filled with curiosity, my expectations are rather high. Italy is no longer breaking ground in its ability to propose fairs and events devoted to olive oil, whereas I think Spain has all the positive energy and determination to do so. I root for you, and would be happy if more Italians came to visit your fair and realised how the olive oil sector is evolving in a country as strategic and tenacious as yours.

OLIO OFFICINA – LUIGI CARICATO

Olio Officina is a cultural project that is radically changing the way we view olive oil. It is a revolutionary way to consider oils, fats and all the other condiments we use. The oil produced from olives is the focus of many interests, and we try to analyse this topic from every point of view. Therefore, we not only take into account the more technical and economical aspects, but also many others. We range from the field of anthropology to that of psychology and social studies, from architecture to literature, and always give ample space to art. Every sector is observed and described in an oil-centred manner. It is for this reason that the Olio Officina project has revolutionized the way we intend and understand olive oil. Olio Officina Magazine is an online weekly magazine that is available in Italian on olioofficina.it, but there is also an English version, Olio Officina Globe, which is issued fortnightly, and can be found at CLICK HERE. The plan however is to turn this webzine into a multi-language platform, hence no longer privileging the English-speaking community, but making it more accessible to everybody. Both magazines are updated daily, and newsletters are sent on a weekly and fortnightly basis, respectively.

As regards the second aspect, my experience in this sector, I have been dealing with olives since I was a child, because I was born in a family that owned both an olive plantation and a mill. I have written many books on the subject, the most recent of which, an atlas of Italian oils, was edited by Mondadori. My brainchild however, Olio Officina, is also a publishing house for books and magazines. We issue a yearbook, Olio Officina Almanacco, now at its fifth edition, and this spring we will be coming out with a quarterly, the OOF International Magazine, which will have an extremely innovative and ingenious layout.

WORLD OLIVE OIL EXHIBITION 2017

The World Olive Oil Exhibition which will be held on the coming 29th and 30th of March 2017 at Madrid’s IFEMA, offers the best opportunity to stimulate an increasingly global market. This trade fair is mainly geared towards producing cooperatives and olive mills that seek to open new markets and exportation possibilities. For the 2017 fair, the WOOE is committed to gathering, in Madrid, the major international companies, guaranteeing an important presence of importers from the United States, the Middle East, Italy and Central Europe. Taking into account the active focus on olive oil by several emerging countries, an international event such as this trade fair is also an opportunity for the packaging sector to position itself in those emerging markets.