The table olive is one of the most representative foods of the Mediterranean diet and, therefore, of Spanish gastronomy. Although olives are eaten in most bars, restaurants and households in Spain, the gastronomic potential of this small delicacy and its notable nutritional properties are still unknown to consumers, which is paradoxical if you consider that Spain is a world leader in olive production and exports.
For consumers to learn more about the possibilities that olives offer, it's necessary to raise awareness through activities which increase people's knowledge about them and highlight the infinite possibilities olives offer on a culinary level, beyond their traditional consumption as an appetizer.
Renewed tradition: ACEITUNING.
Table olives have traditionally been marinated in a different way in every part of Spain, depending on the products available. On the culinary scene today, traditional products and recipes are being reinterpreted with a view to adapting them to current preferences, as visible in new marinades. Aceituning is a new culinary concept where packaged olives (available in just about any store) are marinated with unique combinations of ingredients. Olives—green or black—are mixed with a range of items, from classic products such as capers, Manchego cheese, pepper or cockles, to modern and daring ingredients, such as ginger, soy sauce and wasabi, the only limit being consumers' ability to think outside the box.
Olives not only have great gastronomic potential, but they also have notable nutritional properties, making them an indispensable food for a balanced, healthy diet. Olives are a natural source of vitamin E, which protects cells from oxidative damage, as well as vitamin A, iron, fiber, calcium and magnesium. Additionally, and contrary to popular belief, olives are not high in calories. In fact, 100 grams contain just 150 kcal, compared with other typical snacks, which contain 450-550 kcal. A serving of seven olives has just 37 kcal.
Spanish olives around the world
The Spanish table olive is highly valued around the world. In view of this, INTERACEITUNA, the industry's interprofessional organization, has been rolling out promotional campaigns in strategic markets, such as Russia, Poland, Mexico, Australia, France and the UK, since 2007.
It implements many activities in those markets, with a clear objective:To promote the OLIVES FROM SPAIN brand, creating in consumers' minds a direct association between olives and their place of provenance, Spain, while also informing about their nutritional properties and gastronomic potential beyond an ingredient in pizzas and salads.
To achieve these goals, a wide range of actions are implemented, including meetings with influential food journalists and bloggers, gastronomic workshops and culinary symposiums, online activities, appearances on TV shows, participation in food events, fairs, etc.
It's also worth highlighting that INTERACEITUNA has been implementing an ambitious promotional campaign since 2013 in our main export destination: the United States. There is a trend in the US towards healthy products and a growing interest in the Mediterranean diet, which is creating a favorable environment for promoting a food as healthy astable olives. As part of the "Only Olives from Spain" campaign, implemented last year in the US, a number of activities were organized aimed at various targets in six major cities: New York, Washington, D.C., Seattle, Chicago, Miami and San Francisco. For more information, visit www.olivesfromspain.us