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Wednesday, 09 December 2015 12:57

Oil La Española make fortune in Australia

Domestic consumption falls sharply against rising prices and the rise of private labels. Australia, China and Brazil have become the new and unexpected VIP sector clients

What will the Spanish olive oil to taste both Australians? Incredibly, that country is one of the main markets Acesur. This reference in the oil sector Spanish company has found a gold mine in such remote regions such as China, Australia, USA, New Zealand, Brazil and Saudi Arabia, a total of 108 countries which already account for around 40% of its turnover . "China has thrown a lot but our main market is Australia. Funny, we better give the most distant countries, "he told this newspaper Sergio Anton, deputy director of the company.

Americans, Australians and British -for that order are packaged consume more oil, while Brazil and Germany fourth dispute. Brazilians also love the Spanish olive oil are one of the emerging markets where more has grown Acesur, behind the Chinese. "In the past eight years, we have almost doubled sales there, but this year will fall a little by the economic situation in the country," believes Anton. The Spanish is the most popular foreign brand, while Coosur has built its reputation in the domestic market.

In total, Acesur sells more than 40 million liters worldwide and forecasts a turnover of about 480 million euros this year, 6.6% more than in 2014. Anton attributes this growth to higher prices of raw materials, the result of a bad harvest. "It was a very difficult year for the sector," he admits.

Domestic consumption in the doldrums

Nor hides a collapse of consumption in Spain in recent years. "It has evolved bad because there is a strong presence of white mark", which directly impacts the profit margin. Now are fashionable 'claim products' with aggressive promotions, true enemies of traditional brands such as Coosur. Rising home prices hurt the pockets of consumers, who now opt for the cheaper even if it means giving up their oil 'lifelong'. And more lean times.

Many consumers have switched to the white mark in times of crisis

The crisis sat like a bucket of cold water to a sector that has seen many people do not even consume or now makes chips with the same oil. This product has been "very expensive" this year, in the words of Deputy Director of Acesur. "It is normal. If you go to the store and oil will cost four or five euros, you take a spritz less salad "to save argues. Price is one of the most important criteria in the basic basket of the Spaniards, but this does not close the way to other more 'elitist' consumption. Monovarietal oils causing furor among certain sectors that are no longer content with business as usual.

"There is some sophistication in consumption. People want to try a variety oils or specific origin ", although they are high-priced products. "They are creating market segments with higher added value," says Anton. Classic, extra virgin with Omega 3, organic, enriched with vitamins, especially for children, 'gourmet' ... The 11 brands Acesur make products for all tastes and allocate around 0.5% of annual turnover department I + D + i. 'Innovated by tradition' it is much more than a slogan for the founders of Acesur. "It is a very old company (1840) but at the same time is the most innovative in the industry," Anton is proud.

Spain is the largest producer of olive oil in the world

Spain is the largest producer of olive oil in the world, with more than 60% of world production. Acesur has about 500 employees worldwide, more than 600 hectares of olive grove, 10 industrial plants in Spain and commercial offices in countries like the United States and Brazil. It is the leading exporter of bottled olive oil.

Pulse with Italy to conquer new markets

The rivalry between Italian and Spanish aceiteros dates back to many years ago. "Spain entered the European market late -protected by tariffs-and therefore the oil of Italian origin had more weight," Anton said. Our country joined the European Union on January 1, 1986, almost 30 years later than Italy. This country already supplied to member countries while Spain had restricted exports of olive oil. Not to mention the Italian emigration to the United States and the rest of Europe, much higher than the Spanish. "Consumption begins the emigrant, who opted for the product of their land," the deputy director of Acesur.

Italian olive oil had more weight than the Spanish in Europe for historical reasons

Not the case in emerging markets such as Asia and South America. "Spain has won the game in Italy". Anton is convinced that oil Spanish origin has more prestige than the Italian in other continents, and therefore sells better in countries like China or Brazil. In addition, "the little advantage that we drew Italy at the European level no longer exists," ditch.

Mediterranean diet in decline ...

Are we giving back to the Mediterranean diet? The statistics do not lie. The rush is not good companions healthy habits, and so the sarnie has become the greatest ally of modern man. We are too busy and stressed to spend half an hour of our precious time to chop onions. What doubt? "Take you a cupcake is much more immediate than making a toast with oil and sugar."

... While others worry about eating healthy

But the frenetic pace that characterizes the XXI century society is no excuse. People who aspire to maintain a healthy lifestyle often includes olive oil in your diet. Anton attributes the surge in sales in emerging markets this current boom. What happens when disposable income increases? "One example is China: now are beginning to worry not only about eating, but eating healthy".

Periódico Digital El Confidencial