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Olives from Spain campaign marked by promotional activities in retail
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Wednesday, 14 October, 2015, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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fiogf49gjkf0d “Olives from Spain, Make Food Yummy Everyday,” a campaign aimed at informing and educating the Indian consumer on the values of Spanish olives and the different ways of eating and cooking with them has been currently underway at many locations in Delhi-NCR and Mumbai.
The core action of the campaign has been the promotion of Olives from Spain at supermarkets to reach the Indian consumers. This activity has been carried out in Delhi-NCR and Mumbai and held with great success at 10 locations of the leading Indian retail chains Big Bazaar/Food Bazaar, HyperCity and Spar during the months of September and October. Consumers have been prized with a set of four table mats, interesting recipes ideas and enjoyed the olives tasting at select stores.
Spanish table olives are key ingredient of the Mediterranean Diet which has been recognised by UNESCO as an Intangible World Heritage for its use of quality seasonal and fresh products. Chef Saby, Olives from Spain brand ambassador, and one of the most important homegrown chefs in India, has embraced the diet as a model for a balanced way and he is himself is a confessed olive lover.
Spain is the worldwide leader in the production and exports of table olives. The global average production for the last five seasons reached nearly 2.5 million tonne, out of which 21% comes from Spanish orchards. Spanish olives exports hold an average market share of almost 40% in the international arena, followed far behind by other Mediterranean countries. Its main commercial partners were the United States – representing 22% of exports – followed by Italy, Russia and France. Olives from Spain are exported to more than 120 countries around the globe. Despite India being a small market in terms of value importing over 1.5 million Euros of olives, Spanish olives already account for over 80% of the imports in India.
India is positioned as a prominent market for Spanish olives because of: the appreciation of flavour and taste, the suitability of pairing the olives with the Indian gastronomy, the snacking tradition and the emerging - aspirational middle class that is booming the consumer goods sectors in India.
Extenda and Olives from Spain have been promoting together Spanish table olives around the world for more than eight years. Extenda is the trade promotion agency of Andalusia and works internationally to promote Andalusian products and expand Andalusian business in foreign markets. Andalusia is the main region in Spain producing table olives (80%). Olives from Spain is the entity that represents Spanish producers, processors and distributors of table olives.
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