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The World Olive Oil Exhibition ended today, after two days of intense business and debate at IFEMA (Madrid). This is the largest international meeting devoted to the olive oil industry

WOOE. A MEETING FOR BUSINESS

More than 100 oil mills from Spain (including regions such as Andalusia, Castile-La Mancha, Extremadura, Galicia, Catalonia and Balearic Islands), Tunisia and Greece participated; and an increase of 25% in the number of buyers, importers, agents, specialized press and professionals from 38 different countries attended.

Santiago Botas, director of the World Olive Oil Exhibition, has remarked that “the 4th edition of this trade fair has consolidated its reputation as the main sector’s reference point for olive oil commercialization. The WOOE is dedicated to commerce; and each year, we work in order to meet and surpass the expectations of the producers and buyers, who attend the exhibition with that important commercial objective”.

For example, this year the number of professionals attending the WOOE increased by 25%, and they came from 38 different countries including: the United States, Australia, Japan, China, India, Russia, Germany, Italy, Greece, United Kingdom, Norway and France.

WOOE. A MEETING FOR THE SECTOR

The World Olive Oil Exhibition was also chosen by two Spanish organizations to carry out important meetings: On the 12th of March, the first day of the fair, the Mesa del Aceite de Oliva picked the WOOE as the place to host one of their regular meetings.

On the 13th of March, the Sectorial del Aceite de Oliva Virgen de España (a national body grouping the Spanish virgin olive oil protected designations of origin) carried out a strategic reunion led by Joan Segura, from the Les Garrigues DO and president of the Sectorial, and the general secretary José Manuel Bajo Prados, from the Baena DO. Several Spanish professionals attended this important meeting.

We would also like to highlight the fact that André Souteyrat, director of the Inter-professional Olive Oil French Association (AFIDOL) also attended this event: he is responsible for the management of an inter-professional association that brings together olive producers, 230 oil mills, both public and private ones, trade agents and distributors. In reference to his first visit to the WOOE, Souteyrat commented that it was a very appealing fair with a huge business turnover. He stated that he was pleasantly surprised because he saw great commercial possibilities for a market such as the French one, where olive oil production is limited but promising.

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WOOE. A MEETING FOR THOUGHT AND DEBATE

Also, one of the features which differentiates the WOOE from other fairs is that it encourages debate and reflection, thanks to a cycle of tasting sessions and conferences. This year the quality of these presentations was higher than ever: important talks were given by experts such as the executive director of the International Olive Council, Jean Louis Barjol, the prestigious Australian scientist and businessman, Paul Miller –also President of the Australian Olive Association–; Toshiya Tada, director of Olive Oil Japan; Juana Ortega, of the management consultancy AS’UMUT; and Juan Graña, CEO at Neurologyca, and the Neuromarketing Company, among others.

The entire conference and program for the taster session is available on the event website.

WOOE. A GOURMET MEETING

As well as being a strategic meeting point to enhance business, the World Olive Oil Exhibition has also made a name for itself as a gourmet milestone, thanks to the different stands which promote the benefits and versatility of extra virgin olive oil.

Olive Oil Bar

This is a tasting area where buyers can sample virgin olive oils and extra virgin olive oils from different producers. Buyers are free to select the olive oils that they would like to try and each olive oil is accompanied by an information sheet.

Gourmet Area

For the fourth consecutive year, Galician chef Kike Piñeiro was in charge of the popular gastronomic area where the attendees could taste various culinary creations based around olive oil. This year, the concept was SEA&EVOO and included the following proposals:

  • Xarda (Galician mackerel) with albariño vine shoots and olive skin
  • Natural canned food preserved on the spot with EVOO
  • Tosaka seaweed broth with red tuna and EVOO bubbles
  • Corn brittle with EVOO cream and anchovies
  • Liquid EVOO chocolates
  • EVOO milk and cookies
  • Deli Food With Olive Oil

In another corner, multiproduct buyers could get a taste of how companies work with olive oil in order to develop gourmet products, such as chocolate, chips, convenience food or beauty products. Some of the companies that have participated in this year’s event are: Aceites García de la Cruz, Almazara Ecológica Isul, Cecinas Pablo, Cárnicas Sánchez, Olicatessen, Mar-tret, Señoríos de Relleu, San Nicasio, Petra Mora, Orpagu, Conservas Ortiz, Conservas Daporta, Dehesa de Majazul, Páramo de Guzmán, Quesos Don Apolonio, La Sahita, Tortas Inés Rosales.

THE WOOE ACCORDING TO ITS VISITORS

“WOOE offers a unique opportunity to network with others in the olive oil industry, in the largest producing nation in the world. It also offers presentations that outline challenges and opportunities for businesses as olive oil consumption expands across the globe. Olive oil which is the most flavored and healthy of fats has a unique history and the capability to enhance foods from all cultures. Research into its health benefits is proving what our ancestors knew and helping its entry into new markets. At the same time, it faces threats from competing products and from within its own industry. The industry faces choices that will make or break its future. WOOE is where these critical matters are explained and debated”.

Paul Miller. President of the Australian Olive Association

“The most important thing for importers and producers is to share the information about quality of the products and how producers make serious efforts to produce fine products. Thus, it should be a great opportunity to meet each other face to face at WOOE. We are the Olive Oil Sommelier Association of Japan, and we have a strong commitment to Japanese consumers. We believe that earning the most updated information about products and their quality and sharing it with consumers is the most important matter/thing. The WOOE is one of the best opportunities to do that”.

Toshido Tada. Director of Olive Oil Japan.

“I was available for the 3rd edition of the WOOE as well, and it was a very meaningful experience and exhibition. The concept of the WOOE, gathering the worldwide producers of olive oil, helps us finding the right supplier for the market. In my opinion, the WOOE is the right platform to find supplies and build a professional field in the olive industry. If the professionals are looking to find their suitable suppliers and build their market, they must attend the WOOE. Nevertheless, the WOOE meets more than just expectations; and, in fact, the third edition was a huge opportunity to connect with the right suppliers and the market. I highly recommend this upcoming edition to interested professionals”.

Mr. Abdul Zain Khan. CEO and Founder at Oliva International. India

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