SPANISH OLIVES IN THE BRITISH MARKET
For many years, the United Kingdom has been one of the main destinations for the Spanish table olive exports. Interaceituna, the interbranch organisation of the Spanish Table Olive, has been spreading the quality of this traditional product worldwide for more than a decade. In recent times, Interaceituna, together with Extenda (the Trade Promotion Agency of Andalucia), have decided to give a new boost to the table olive’s presence in the British market. Both organisations have agreed to carry out a number of promotional activities with the purpose of increasing the household product’s consumption. This confirms Spain and Andalucia’s investment in this strategic market.
The campaign is placed under the heading of ‘Olives from Spain’. This premise looks for the British consumer to better associate the product to its Spanish origin, a purpose also applicable to the rest of markets. ‘Olives from Spain’ is assembled by different channels, not only offline but also online, with several actions like outdoor advertising, events and showcookings or a microsite and social media profiles.
Agro Sevilla World Leader
The role of Agro Sevilla in the international table olive trade is fundamental. As a world leader, our importance in all the outdoors-promoted sectoral actions is specially relevant. In addition, our role as a Spanish and Andalucian brand ambassador is performed daily through strong brands as Coopoliva.
Related to the context in which the new UK campaign is carried out, it should be stressed the interesting opportunities that are showing up regarding consumers' new behaviours. Traditionally, British consumers have appreciated table olives as an excellent ingredient to prepare snacks and in Mediterranean cuisine recipes such as pizzas and salads. However, marinated olives are finding their way into the shelves and counters: these preparations can be purchased in deli shops, sold by weight or pre-packed.