Olivegrower & Processor

Cobram takes New York

2014 June

Processing Harvest report NZ conference Neuromarketing: science sells

LEOPARD

the evolution of dmf technology The third era for olive oil extraction

The only two-phase decanter that produces a dry husk similar to that from a 3-phase decanter and that recovers the pulp of the husk, “pâté”, ideal for composting and animal feeding.

The pâté is no longer a waste but an added value to the mill.

TOP QUALITY oil extracted without adding water By far the HIGHEST YIELD achievable on the market today Very low water and energy consumption

Via Don Battistoni, 1 60035 JESI An Phone +39.0731.2311 Fax +39.0731.231239 info@pieralisi.com www.pieralisi.com

D E D I C A T E D

I N N O V A T O R S

OFFICIAL AUSTRALIAN AND NEW ZEALAND AGENTS ■ NSW-QLD-ACT Town & Country Tractors & Machinery Pty. Ltd. Cr Airds Rd & Sussex St Minto Nsw 2566 Phone 02 96038600 - Fax 02 98246670 paul@tctractors.com.au Contact: Paul Blasutto, 0419 273668

■ SA W.E. Ware & Co. 19 Papagni Avenue, Newton, SA 5074 Phone 08.83653200 - Fax 08.83653187 weware@weware.com.au Contact: Marjorie Ware and Warrick Philpott

■ WA Scottech Oilfield Services 12, Monash Gate Jandakot, WA 6164 Phone 08.94177800 - Fax 08.94975470 patrick@scottech.net.au Contact: Patrick Kradolfer

Contents

In this issue...

Incorporating Australian Olive Industry Journal Published by Ryan Media Pty Ltd Publisher Hartley Higgins General Manager Elizabeth Bouzoudis Editorial Gerri Nelligan Advertising Chas Barter sales@olivegrower.com.au Production Nathan Grant Subscriptions A one-year subscription (six issues) is $38.00, and includes a copy of the Australian and New Zealand Olive Industry Directory.

Subscriptions commencing July 1 2013 will receive a copy of the 2014 Australian and New Zealand Olive Industry Directory. Please pay by cheque or credit card to Ryan Media.

Visit www.olivebiz.com.au to subscribe.

Circulation subs@olivegrower.com.au Contributions Articles and other contributions are welcome and will be published at the discretion of the editor. Photographs are best received as jpg files via email or should be high-quality prints or transparencies. Please indicate if articles and pictures are to be returned.

Printing Lane Print & Post Adelaide Ryan Media Pty Ltd ABN 85 085 551 980 630 Regency Road, Broadview South Australia 5083 Phone +618 8369 9555 Facsimile +618 8369 9501

March 2014 Issue 92

News Mailer recogonised by American Oil Chemists’ Society

4

National print and TV promotion of local EVOO

5

Cobram tops 2013 New York success

6

OS governments act to protect consumers

7

New chief judge for Fleurieu Olive Awards

9

Profile Jill Barson, Paringa Ridge

10

Harvesting Harvest report

12

Processing Research: sedimentation beats centrifugation for oil quality

19

New twist on traditional olive press

20

Talking points Let’s talk about bark splitting

21

Marketing Using science to market olive oil

22

New Zealand Conference reflects NZ cohesion

25

Business Media-savvy marketing Part 3

28

Terra Creta: an international business dynamo

31

Olives & Health Health round-up

34

Product & services

36

What’s on/Advertiser index

37

Olive marketplace

38

Website www.olivebiz.com.au ISSN 1448-5486 Conditions Opinions expressed herein are not necessarily those of the editor/publishers; information is published in good faith and we do not accept responsibility for damage which may arise from any possible inaccuracies. All rights reserved, none of the contents may be used in any other media without prior consent of the publishers.

Published by Ryan Media Pty Ltd.

Cover: Cobram Estate chief olive oil maker Leandro Ravetti was in New York to celebrate the company’s incredible success at this year’s New York International Olive Oil Competition. Page 6.

Issue 92 • June • Australian & New Zealand Olivegrower & Processor • 3

News

Gerri Nelligan

Editor

There’s a lot happening within our industry at present – and luckily, much of it is pretty positive.

Harvest is in its closing stages across much of Australia’s southern states, and is well underway throughout most of New Zealand’s growing regions. And while crops have overall been variable on the Australian front, smaller quantities have generally been offset by larger fruit and, most significantly, substantially increased oil yield percentages.

News from NZ is even better, with early reports of both yields and quality being high on the ‘wow’ scale. We cover southern Australia’s 2014 harvest in this edition and will wrap up our annual report in the September edition with New Zealand’s outcome.

By then we’ll also be reporting on the first of the local 2014 awards results, which hopefully will echo those of the year’s early international competitions. Our cover and page 6 story celebrate the success of the Cobram Estate team, named Most Successful Exhibitor at this year’s New York International Olive Oil Competition. For the second year running, this Australian industry leader has proven that our EVOOs are up there with the world’s best, opening the doors for many smaller producers with their groundbreaking footsteps.

We have ongoing proof that our oils are outstanding: let’s hold tight to our commitment to quality and freshness, and keep building our local industry’s reputation and the support of our consumers.

There’s also great reading in this edition on the research front, including a fascinating article on using neuromarketing to successfully sell olive oil. Find out what the consumer looks for – literally – then incorporate it into your packaging!

Along with research on processing methodologies, all the latest news and our regular features, there’s plenty to fill cold nights by the fire. Enjoy!

Editor Gerri Nelligan and the OG&P team.

Mailer recognised by American Oil Chemists’ Society Australian olive oil expert Dr Rod Mailer received well-deserved recognition at the recent annual meeting of the American Oil Chemists’ Society (AOCS), being made a Fellow of the organisation.

The status of AOCS Fellow is granted to veteran members for exceptional achievement in science or unusually important service to the Society or the profession, and reflects Mailer’s ongoing work with the organisation over the past 30 years.

Initially involved in canola breeding and quality improvement for many years, in recent years Mailer has worked extensively with olive oil and has been an important member of, and influence on, the Australian olive oil industry. The Australian Oil Research Laboratory (AORL) at the New South Wales Department of Agriculture in Wagga Wagga became a leading olive oil research and testing centre under Mailer’s leadership.

Highly respected in the field, Mailer has been an AOCS member since 1983, belongs to the AOCS Expert Panel on Olive Oil and was one of the founding members of the Australasian Section (AAOCS). He is an Elected Fellow of the Royal Swedish Academy of Agriculture and Forestry and recipient of many other awards and recognitions.

Australian Olive Association (AOA)

AOCS technical director Richard Cantrill, Dr Rod Mailer and AOO president Paul Miller at the organisation’s annual meeting in Texas on May 4, where Mailer was made a Fellow of the AOCS. Photo courtesy Paul Miller

president Paul Miller was also in Texas for the 2014 AOCS meeting, where olive oil was the subject of a number of oral presentations, posters and an expert committee meeting, and was delighted to witness Mailer’s recognition by the respected organisation.

“It was wonderful for me to see Rod Mailer receive his award to become a Fellow of AOCS,” Miller said.

“Rod was the pioneer of the AOA’s involvement in olive oil technical quality

4 • Australian & New Zealand Olivegrower & Processor • June 2014 • Issue 92

matters, and in about 2002 introduced the AOA and me to AOCS. He also directed us to Euro Fed Lipid and other important fats and oils forums, all of which have been critical to our work on quality for the past 14 years.

“We are indeed fortunate that in the 1990s Rod Mailer took an interest in olive oil in Australia. I congratulate him on his long and distinguished career in fats and oils.”

News

National print and TV promotion of local EVOO Two great media initiatives undertaken recently have highlighted the quality and benefits of Australian extra virgin olive oil, taking education and promotion of our local products directly to the consumer masses.

Coles May Magazine The May edition of supermarket chain Coles’ monthly magazine, provided free to shoppers at check-outs across the country, featured a four-page spread on olive oil. While the editorial emphasis was on the olive oil produced by Victoria’s Boundary Bend and sold in-store as Coles Brand Australian Extra Virgin Olive Oil, the feature provided valuable educational content for consumers, including: • varietal flavour and style differences • olive oil grades • the importance of freshness • the health benefits of EVOO • storage advice • cooking tips.

It also included three recipes using Coles Australian EVOO – olive oil/rosemary and salt flat bread, garlic confit and coffee and hazelnut cake – showing the versatility of EVOO in all types of cooking.

Today Show Then on Thursday, May 8, Channel 9’s high-rating Today Show broadcast its ongoing weather segments live from Cobram Estate’s Victorian groves and production facility. Tracing the production process in stages throughout the program, weatherman Steve Jacobs took viewers literally inside the company’s operations, introducing tens of thousands of Australians to just how Cobram Estate’s extra virgin olive oil is made.

The coverage, spread throughout the program and totalling more than 10 minutes, also included information on the health benefits, flavour differences and uses of EVOO, and backed up our industry’s messages about the importance of freshness and the superior quality of our local oils.

It was further reinforced by comment on Cobram Estate’s recent New York International Olive Oil Competition success (see page 6), and Jacobs pointed out that we’re the only country in the world where you can get international award-winning olive for around $6 in your local supermarket – the lucky country indeed!

The show’s hosts Karl Stefanovic and Lisa Wilkinson rounded out the important messages contained in the segments, encouraging viewers to support local producers and businesses by buying Australian-made products wherever possible.

Industry spin-off While these are both direct promotions of the Cobram Estate brand, in the long run the spin-off will benefit the industry as a whole.

The company’s time and efforts in providing both the appropriate information and site access for the TV coverage (not an easy task during time-sensitive large-scale production) is to be commended for its wider impact, with small producers also reaping the benefits of this great consumer education around our quality local products.

Access the Today Show coverage online at: www.youtube.com/ watch?v=6pdJTfk8EyU. Issue 92 • June 2014 • Australian & New Zealand Olivegrower & Processor • 5

News

Cobram tops 2013 New York success Victorian producer Cobram Estate has raised its own success bar even higher, taking five gold medals at the 2014 New York International Olive Oil Competition. The company’s results, which also repeated the two Best in Class trophies and Most Successful Exhibitor award gained in 2013, topped last year’s already-impressive cache of four golds – and gave Cobram a gold score of 4/4 and 5/5 for the two successive years of the competition.

Cobram Estate CEO Rob McGavin attributes the company’s continuing success on the global stage to a combination of fresh flavorsome fruit and efficient production methodologies.

“It’s a very high-quality, consistent product at a reasonable price,” he said.

“The way we’re able to do that is by mechanisation and our people – the systems and procedures put in place by the people here, who really care about what we produce. It’s a big focus of the business.”

From the ground up That focus starts, McGavin says, in the grove itself.

“We grow really clean fruit, and our grove guys make sure it’s never wanting for anything, so the fruit we start off with is amazing,” he said.

“Then preserving what’s in the fruit and not letting it sit around and oxidize is the secret. That means absolutely fresh fruit when you crush it and then a rigorous focus on timeliness and cleanliness to the plant, making sure there’s excellent hygiene the whole way through. Any deterioration impacts the quality, so you’ve got to make sure you don’t wreck it between the grove and the tank.

“For us that means a QA system of cleanliness of harvesters, fruit trailers, conveyors, plant etc – they’re the little things that add up to making a high-quality complex oil.”

The need for speed Speed is another vital element.

“We’re experienced in producing high quality oil in volume, and a big part of that is our procedures for getting fruit through the plant quickly: we get it off the tree and into the tank within 3-4 hours,” McGavin said.

“We wouldn’t be competitive if we weren’t mechanised, and it’s the most efficient way to get fruit through as quickly as possible.

Having our own groves and crushing facility means we can make adjustments as we go through, and we make enormous efforts to match harvesting with processing capability so we never get a build-up of fruit.

“It’s just absolutely crucial that the fruit doesn’t sit around, so it’s about having systems and methodologies in place for handling the fruit with care and crushing it absolutely straight away.”

Fine tuning The final elements are the company’s groves and expertise in blending.

“It’s a combination of the base product and our team’s experience in oil chemistry,” McGavin said.

“We have a large source area – over 6000 ha of groves and varieties - so we’ve got the opportunity and the varietal mix – as well as a bit of a climactic mix – to produce oils of a complex nature.

“We’ve developed quite a bit of talent through the business with

Cobram Estate CEO Rob McGavin attributes the company’s continuing success on the global stage to a combination of fresh flavorsome fruit and efficient production methodologies.

oil tasters, and their skills in blending are outstanding. Our team put a lot of work into that side of things – and I think the results speak for themselves!”

Impact on sales McGavin said it’s hard to gauge the impact on sales of awards like these.

“It certainly doesn’t do us any harm but it’s hard to put a number on it. Our brands are growing strongly; what causes it is difficult to say. We’re just continuing our focus of trying to have a good value proposition for consumers,” he said.

“And we think we’re doing that. One of the New York winners, the Classic, is a common supermarket variety, which anyone can walk in and buy off the shelf.

“Nowhere else in the world can you buy oils that win gold for $6 a bottle or whatever … we’re so lucky here, and consumers should be, and are, jumping on it.” … and joining Cobram in the winners’ circle were: Other local achievers at the competition include Victorian producer Springfield Olive Grove, which won Best in Class for its Frantoio, and Silver Medal winners Camilo Olives and Rylestone Olive Press.

Our congratulations to all.

6 • Australian & New Zealand Olivegrower & Processor • June 2014 • Issue 92

Cobram’s NYIOOC awards Cobram Estate Classic Flavour Intensity (Blend) – Gold Cobram Estate First Harvest (Blend) – Gold Cobram Estate Hojiblanca – Gold, Best in Class Cobram Estate Picual – Gold Cobram Estate Premiere (Blend) – Gold, Best in Class

News

OS governments act to protect consumers The UK and Indian governments have both introduced new regulations for the olive oil industry, aimed at protecting consumers by ensuring authentic labelling of products. They’re great initiatives, especially given the non-producing (UK) and fledgling production (India) status of the two countries. Let’s hope Australian and New Zealand regulators take note.

UK checks on olive oil premises The UK is taking strong action against olive oil fraud, with the Rural Payments Agency (RPA) enforcing new EU labelling regulations via on-site inspections of relevant premises.

The program kicked off in April with a trial inspection at the UK’s largest bottler, UK Edible Oils Limited, a test of the RPA Horticultural Marketing Inspectorate (HMI) team’s processes in a working environment. The agency is experienced in carrying out farm and fruit and vegetable inspections but the olive oil inspections add a new dimension to its work.

HMI inspector and RPA olive oil sampling manager John Marsden said the trial confirmed that the program’s procedures and approach are fit for purpose.

“Obviously the premises we will visit will vary widely from large state-of-theart bottling plants like this one to smaller businesses and retail premises, and we will review and tailor our approach and current assessments as necessary,” Marsden said.

The inspections will enforce the EU-wide regulations which came into force at the start of the year, and aim to protect and reassure customers that the products they buy are authentic and labelled correctly.

The program involves regular checks

on bottlers and across the retail sector, including sampling for chemical and taste analysis, and examination of product labels.

Marsden said industry reaction has been positive.

“People are supportive of the new inspection rules and are enthusiastic about their industry and the product involved,” he said.

“Our enforcement work will help ensure that poor quality and incorrectly described oils and the actions of a minority do not compromise the reputation of the industry.”

Edible Oils Limited agreed, stating: “The RPA system is very comprehensive and we welcome these changes, as they provide both greater protection for consumers and responsible producers and manufacturers.” ... while India extends oil quality standards The growing consumption of olive oil in India has led to positive action there too, with an extension of the country’s quality standards for olive oil. The Food Safety and Standards Authority of India (FSSAI) quality parameters had previously only encompassed virgin olive oil, refined olive oil and refined olive-pomace oil but the legislative basket has now been extended to include extra virgin olive oil, virgin

olive oil and olive-pomace oil categories.

Authorities say the move aims to protect consumer health, and sets limits for elements including trace metals (copper, iron, lead, arsenic), insoluble impurities, refractive index, saponification and iodine value. Violations will result in prosecution under the Food Safety and Standards Act. The change also helps the industry conform to international quality standards, increasingly important due to both the rapid increase in imports and its own fledgling olive oil production industry.

Interest in the health benefits of olive oil have seen imports to India increase by more than 50% in recent years, with no end in sight to the rising demand.

Responding to both that demand and the country’s own need for economic growth, olive growing and oil production have become popular agricultural pursuits in many parts of the country. Much of it is government-led, like the Rajasthan Olive Cultivation Limited project, which has seen 144,000 olive trees planted on 260 hectares of government and private land in the state. Subsidies for both trees and irrigation infrastructure have seen an enthusiastic update by local farmers, and the first Rajasthani olive oil was pressed in September last year.

18th Annual - Olives SA and Royal Adelaide Show 2014 EVOO & TABLE OLIVE COMPETITION Olives South Australia Inc is to hold its prestigious 18th Annual Extra Virgin Olive Oil Competition in conjunction with the Royal Agricultural & Horticultural Society of SA Inc and invites you to enter in our EVOO Competition by downloading and completing the entry form.

Olive oils and olives, together with the completed entry forms must be delivered to the Administration office at the Adelaide Showgrounds by 5pm on Friday July 18th.

To find out more and download an entry form, go to: www.theshow.com.au and click on Competition Entries Schedules and Entry Forms • Closing Date of Entries – Friday 18 July • EVOO Entry Fee – AOA Member $110; Non-Member $125 • Table Olive Entry Fee - AOA Member $77; Non-Member $110; School Class - $25

• Judging – Saturday 9 August at the Adelaide Showground, Ridley Centre • Awards Presentation – Thursday 28 August at the Kooyonga Golf Club – for bookings phone Michael Johnston on 0419 815 839

Issue 92 • June 2014 • Australian & New Zealand Olivegrower & Processor • 7

News

Local comment

FSSAI standard: essential composition and quality factors

AOA CEO Lisa Rowntree praised both governments for their pro-active stance in • Refined olive oil: olive oil obtained from virgin olive oils by refining methods which protecting consumers from olive oil fraud. do not lead to alteration in the initial glyceridic structure and it has a free acidity, expressed as oleic acid, of not more than 0.3 grams per 100 grams.

“I think the UK inspection regime • Olive oil: oil consisting of a blend of refined olive oil and virgin olive oils suitable for is a really good initiative. It would be human consumption and it has free acidity, expressed as oleic acid, of not more wonderful to see our government than 1 gram per 100 grams. undertake the same sort of checks,” she • E xtra virgin oil: virgin olive oil with a free acidity, expressed as oleic acid, of not said. more than 0.8 grams per 100 grams.

“They don’t even produce olive oil, yet • Virgin olive oil: virgin oil with a free acidity, expressed as oleic acid, of not more they’re protecting their consumers and than 2.0 grams per 100 grams. helping them get what they pay for.

• Ordinary virgin oil: virgin olive oil with a free acidity, expressed as oleic acid, of not more than 3.3 grams per 100 grams.

“And it’s just incredible that a country • Refined olive-pomace oil: oil obtained from crude olive-pomace oil by refining like India, that doesn’t produce much olive methods which do not lead to alterations in the initial glyceridic structure and has oil at all compared to Australia, is taking a free acidity, expressed as oleic acid, of not more than 0.3 grams per 100 grams. the issue of adulteration and mislabeling • Olive-pomace oil: oil consisting of a blend of refined olive-pomace oil and virgin so seriously. olive oils and it has a a free acidity, expressed as oleic acid, of not more than 1 “We commend them for their actions and gram per 100 grams. can only hope that our government wakes up and also acknowledges the problem, “Their leadership will be very valuable Olives NZ EO Gayle Sheridan shared and helps to implement the solution that is in the ongoing lobbying of our government Rowntree’s support of the initiatives. right in front of them.

“Olives New Zealand is pleased to see agencies here in New Zealand as to the “The Australian Standard for olive oil launched in 2011 needs to be made affirmative action being taken in the UK seriousness of the issue.”

Sources: indiatimes.com; Food Safety mandatory to clean up Australia’s olive oil and India to address the food fraud issue 15776 Victus_Advert [210x145]:Layout 1 19/7/11 3:58 PM Page 1 and Standards Authority of India. with olive oil,” she said. industry and protect our consumers.”

Infuse your oils with the world’s best, naturally.

We deliver natural infusions extracted from selected vegetables, fruits, herbs and spices, mostly from organically grown produce, to ensure the true aromatic and sapid qualities remain intact.

Victus International Pty Ltd 37-39 Aberdeen Road, Altona Victoria 3018 Australia t: 1300VICTUS | t: 03 9315 0011 | f: 03 9315 0066 e: sales@victus.com.au | w: www.victus.com.au

8 • Australian & New Zealand Olivegrower & Processor • June 2014 • Issue 92

News

New chief judge for Fleurieu Olive Awards This year’s Fleurieu Olive Awards have a new chief judge, with Briony Liebich taking over the reins from awards stalwart Zannie Flanagan after 11 years at the helm. An enthusiastic wine, beer and food lover, Briony is a sensory analyst with over 10 years’ of professional tasting experience in various food and wine industries.

She has been a judge of the regional awards for the last three years and also judged the Adelaide Show Olive Awards in 2013, so brings a wealth of experience to the role.

Briony said that living at Aldinga Beach means she realises just how special the Fleurieu and its produce is.

“I’m a local, so being invited to judge the Olive Awards for a fourth time is a real honour and being made chief judge is just incredible,” she said.

“I’m really looking forward to identifying this year’s best oils and olives, and using those results to help promote the region as an all-round food and wine destination.”

Organised by Fleurieu Food, the annual Fleurieu Olive Awards promote the local olive industry and showcase the best olive oils and table olives

OLIVE OIL

New Fleurieu Olive Awards chief judge Briony Liebich is both a professional taster and a local resident.

the region has to offer. Entries for this year’s competition close on 10 October, with judging to take place on 14 October.

For further information contact Briony Liebich 0448992723 or email taste@flavourlogic.com.

New AOA directors appointed This year the AOA has welcomed two new directors to their board: Chris Tankey, who replaces Richard Whiting on behalf of Olives South Australia; and Tony O’Neil, who has taken over from Geoff Price as head of the Tasmanian Olive Council.

AOA CEO Lisa Rowntree said the AOA board currently includes both large and small growers from across the country.

“Adding to that mix of representation on the production scale are other industry members and associates who are seconded to the board to contribute their particular skills and relevant expertise,” Rowntree said.

“Their vast collective knowledge base provides us with a broad perspective on planning, strategy and wider national issues, while still keeping in mind the

best interests of both the states and the Australian industry as a whole.”

Also welcomed this year is a new Victorian organisation, Olives Victoria.

Represented on the AOA board by boutique grower Andrew Laing, Rowntree said the group has a practical charter of promoting the Victorian olive industry and selling Victorian olive oil.

The current AOA board of directors includes: Paul Miller president Victoria Lisa Rowntree chief executive officer South Australia Rob McGavin large grower Victoria Peter O Clery boutique grower New South Wales Chris Mercer boutique grower Western Australia Chris Tankey boutique grower South Australia Tony O’Neil boutique grower Tasmania Andrew Laing boutique grower Victoria Ex-officio members: Peter McFarlane strategic planner Leana Head secretariat

LABORATORY SERVICES NATA accredited Pre harvest tests: oil & moisture content Nutritional label information AOA certification tests Organoleptic assessment Fast turnaround • Competitive pricing Request a sample kit

PO BOX 92 LARA VICTORIA 3212 TEL: 03 5272 9550 FAX: 03 5272 9599 EMAIL: lab@modernolives.com.au WEB: www.modernolives.com.au

Issue 92 • June 2014 • Australian & New Zealand Olivegrower & Processor • 9

Profile

Jill Barson Paringa Ridge Jill and Julian Barson own Paringa Ridge, a boutique olive grove on Victoria’s Mornington Peninsula. Their high-quality Leontyna EVOOs have consistently won accolades at competitions across Australia, including several Best in Class and Best in Show awards, and Paringa Ridge was named The Olive Centre’s “Grove of The Year” for 2010.

OG&P: How long have you been involved in the olive industry and what is your involvement?

JB: It’s been 11 years since we first planted the grove. What pleasure we have had watching it develop and grow. We have seen the seasons change the production quantities and corresponding flavors in the oils we produce. I find it fascinating when the characteristics change, and how they change with the heat/cold, wet/ dry conditions that nature throws at us. We grow four varieties of olives: Picual, Arbequina, Leccino and Frantoio. Overall, our 1100 trees have had a maximised harvest (so far) of 55 tonnes.

OG&P: What are your major markets and why?

JB: We are a boutique grove and therefore we try to capture the local market around our grove. We focus on retail food outlets, specialist delis, restaurants and providers. However, we have two retailers in NSW and eight in Melbourne too.

OG&P: How did you become involved in the olive industry?

JB: By mistake! Julian originally wanted to grow vines. However, there are many in our area and when he discussed his thoughts with a wine consultant, he strongly suggested that the market had already been saturated.

This led us to exploring other growing opportunities and we looked into olives. We are very grateful for the candid advice we were given and we love our grove.

OG&P: How do you see the local industry positioned in the current global market, both in terms of its importance and comparative policies/standards?

JB: We are fortunate indeed, I think, to have a “green” reputation overseas.

People we speak with always have the opinion that Australian food is excellent quality and we have a wonderful status as producing “pure” products. Our high price point, with the high Australian dollar, business costs and remote location, all pose obstacles. The large companies in our industry are breaking into the overseas market, and I applaud them for their efforts and for exploring these opportunities. It can only be good for the rest of us. We are too small to be exploring overseas sales.

The AOA’s efforts and standards have helped in giving the industry some quality guidelines that overseas purchasers of oil can depend on with some confidence.

Again, this supports the quality of our product, both within and external to Australia.

Our high price point, with the high Australian dollar, business costs and remote location, all pose obstacles.

OG&P: What do you see as the most significant issues facing the Australian and/or New Zealand olive industries at present?

JB: Education for the public. This is already happening and has already had a huge impact. The expectation of

10 • Australian & New Zealand Olivegrower & Processor • June 2014 • Issue 92

purchasing a quality product has been raised significantly. It appears to me that the customer realises more and more, that if they purchase an Australian (or in the case of our neighbors across the puddle, New Zealand) product, they are much more likely to buy a quality item.

Mislabeled imported oil. This is the constant problem. Whether it is adulterated, and therefore not EVOO, or old rancid oil, and therefore not EVOO, or chemically/processed oil and disguised as “pure” olive oil, the public is being deceived. There are many variations around this but I’m sure your readers get the point. There is also olive oil being brought into the country and then labelled as Australian. None of this is good for the customers’ expectation of what “good” EVOO and “good” olive oil actually is.

OG&P: What are the best ways to tackle those issues?

JB: We have a great organisation in the AOA and they should receive our full support in trying to abolish this behavior in whatever ways they see fit.

Getting the government to assist with regulations would help. I believe this is one of the things they are already doing.

OG&P: Are there any things you think we’re doing particularly well or badly?

JB: One thing I think we have as a huge benefit to our local industry is the lack of tradition. We are so lucky to have the ability to be guided by science and not our predecessors.

This means we can be better at the job and more consistent in our outcomes.

Leaf analysis and soil analysis to tell us what we need to put back into the plant and soil; NIS to assist us

Profile

in harvesting dates; loosening agents to maximise harvests and enzymes to increase processing percentages … we really have everything at our fingertips to produce olives and oil very well, if we use the tools available to us.

If we continue to provide the customer with education, quality and variety, there is no reason for our future as an industry not to flourish.

OG&P: What are your thoughts on the new Australian olive oil standard?

JB: I think the standard is a great thing to have. It helps instill confidence in our home-grown products. For the small growers, we need to remain considerate of the cost and commitment needed to maintain these standards to the appropriate level. I say this because the more people commit to them, the

more meaningful they become and the more beneficial for the overall Australian industry. There has to be a return on the investment and a commercial imperative for the small grower to be involved. The AOA have started to build this imperative with the advertising campaign they launched last year.

OG&P: What are your hopes for the industry into the future?

JB: This is an interesting question. I would like to see the Australian olive oil industry reflect the wine industry.

The average Australian, when I was a child, thought the only good wine in the world was French. Mateus Rose was for special occasions and Champagne was for weddings and Christenings. Now, wine outlets are displaying a vast selection of Australia’s grape varietal offerings in all shapes and flavors. We are recognised as producing some of the world’s best wines and are seen as one of the “New World’s” wine success stories.

I see no reason why the olives and olive oils that Australia produces can’t have the same story. I don’t necessarily see an olive oil and olive product store on every street corner but I do believe our success story,

We are so lucky to have the ability to be guided by science and not our predecessors.

This means we can be better at the job and more consistent in our outcomes. in infiltrating the hearts of Australians, has only just begun. If we continue to provide the customer with education, quality and variety, there is no reason for our industry not to flourish.

OG&P: And finally, what do you see as the realistic outcomes for the industry in the near future?

JB: Please see above.

For more information on Paringa Ridge and Leontyna EVOO, go to: www.leontyna.com.au.

Issue 92 • June 2014 • Australian & New Zealand Olivegrower & Processor • 11

Harvest report

In our annual round-up of the harvest outlook around Australia, in this edition we see what’s happening in Victoria, South Australia and Tasmania. We’ll wrap up with an overview of the New Zealand harvest in the September edition.

Victoria

After several disappointing crops and then a bumper year for many growers across Victoria in 2013, the 2014 harvest has returned to ‘normal’ this year, with average crops reported by most.

YARRAWONGA

Fish Creek Andrew Jamieson’s 2013 crop was a big one, with the fruit yield at his Golden Creek Olives, Fish Creek property gauged at double their previous best. In 2014 he’s back to “a normal year”, as are most growers in the South Gippsland area.

“From what we’ve processed already, things are back to a normal to lowish year after last year’s bumper crop, which was an unusually good one for virtually everyone,” he said.

“Some growers have had a bumper year, so it’s a good year in general but not as big as last year. You’d expect that, though, after last year. It’s still a little early to tell yet but no one‘s really grizzling.”

Jamieson said flower and fruit set were somewhat haphazard this year, with many growers affected by strong westerly winds.

“It happened right when our Leccino were in the midst of flowering, so they’re down. Our Frantoio is great, though, so it must have been flowering at a different time. Other growers around here have found the same thing,” he said.

The region has also had a very long, dry summer, which is benefitting the processing side of his business.

“The olives have been pretty dry so far, which has made processing easy. Yields have also been reasonable so far – in the mid-teens up to 19% - but it’s still early and they’re relatively green so that’s quite good,” he said.

“Last year fruit processed here averaged 16% yield and we’re at 14% now, so I think it will probably be about the same. We’ve had no disastrously low ones so far anyway.”

The dry summer may also be responsible for this year’s harvest timing, which Jamieson says is two to four weeks later than usual.

“It’s certainly not for a lack of warm weather, so it’s possibly the very dry summer. We had very little rain from January to March, a little in April and not much in May,” he said.

“I can’t think of any other reason why: the fruit’s there, it’s just late to ripen and four weeks on some is just starting to get ready.

GALLARD SERVICES OFFERS COMMERICIAL • SHREDDING • PRUNING • SPRAYING • MULCHING • FLOAT HIRE • GPS GROUND PREPARATION • ORCHARD REMOVAL & CLEARING

Contact: John Gallard Phone: (08) 8582 1671 Fax: (08) 8582 1075 Email: sales@gallardservices.com.au www.gallardservices.com.au Cnr Lyrup Rd & Sturt Highway Berri

FISH CREEK

“The main reason for picking around here is the birds – when they hit, we pick. Some people say it’s the right philosophy; that the birds know when the fruit is ripe.”

And Jamieson said the birds have been “very busy down here” this year.

“They all bred up well from last year’s feed, then we’ve had a nice long summer and perfect conditions, so there are definitely more than usual,” he said.

“Some growers have lost a lot to them, and we’ve netted all of our trees. Looking at the economics of it, we think it probably is worthwhile.”

So with everything running a little later but smoothly, Jamieson said all they want for the rest of the harvest season is “not too much rain, so the extraction stays easy, and nice weather for picking.” No doubt a few less birds would help too.

Yarrawonga The story is pretty similar for the Vodusek family, who rate this year’s crop as “reasonable” after harvesting their largest crop ever in 2013.

Fruit quantity is down in their Rich Glen Estate grove, at Yarrawanga in the state’s north-east, but Damian Vodusek said that hasn’t come as a surprise.

“We’re maybe 30-40% on last year but it’s an off-season, so we’d expect that, and it’s still quite reasonable,” he said.

Weather throughout season has generally also been as expected.

“We’ve had a lot of rain – five inches - and a hot summer, so if you were a cereal farmer you’d be very happy but that hot summer with bouts of heavy rain is pretty much true to the seasons now,” Vodusek said.

Vodusek said flower and fruit set were also reasonable this year and, while they’ve had no problems with pests, the rain has increased the incidence of disease.

“Anthracnose is our main disease and that’s probably a bit higher than normal this year because of the rain,” he said.

“I was using copper but will have to get a systemic treatment. It’s new to me, though, so I’m just learning and I can’t get a straight answer from anyone. I’ll have to try it and see.”

12 • Australian & New Zealand Olivegrower & Processor • June 2014 • Issue 92

2nd HAND COLOSSUS OLIVE HARVESTERS 2nd HAND COLOSSUS OLIVE HARVESTERS 3 AVAILABLE 3 AVAILABLE Sale price from Sale price from

$200,000 $200,000

016 FOR ALL 2015 & 2 S COLOSSUS ORDER PLEASE CONTACT LEDA IMMEDIATELY S CHEDULE AS PRODUCTION S ARE FILLING UP CORBETT AVE, BURONGA 20 20 CORBETT AVE, BURONGA BOX 2405, MILDURA3502 3502 POPO BOX 2405, MILDURA (03) 5023 4828 PH:PH: (03) 5023 4828 FAX: (03) 5022 8400 FAX: (03) 5022 8400 EMAIL: reception@leda.net.au EMAIL: reception@leda.net.au

CONTACT FOR ENQUIRIES CONTACT FOR ENQUIRIES HENRY 411411 060060 HENRYHIGGINS: HIGGINS:0409 0409 henry@leda.net.au henry@leda.net.au

www.leda.net.au www.leda.net.au

Harvest report

Harvest timing was also “normal” this year, starting on May 20 and due to finish five weeks later. Oil yield, when we spoke to Vodusek, was around 17% but that was only for one variety, Kalamata, so he said it was really too early to tell.

Quality was also too early to rate, as alterations to their processing plant means they’d only just started pressing.

And while they hoped the rain would stay away for the rest of the season, Vodusek said they worked on the basis of “whatever happens, happens” – and that this year’s harvest would be “overall average”.

South Australia

South Australian growers had a similar pattern in previous years, with poor years followed by an abundant 2013 harvest right across the state. This year, it seems, has been more variable.

PORT LINCOLN Wilunga COONALPYN

Willunga

ACTING TR RVICES SE

We offer all grove services including:

OLEA CON

Michael Johnston of Michael’s Olives has certainly seen that variability around his Willunga Grove.

“It’s been a very fragmented year in terms of the fruit set.

The firing seemed to be pretty good but then the fruit set was pretty poor,” he said.

“We didn’t have hot winds, so it wasn’t that, but somebody made the comment that perhaps we didn’t have enough wind, that it was too still. That’s worth considering. And once that occurred the long, dry summer wasn’t all that flash for maintaining the fruit.”

The Complete Grove Management Solution

• • • • •

Contract Mechanical Harvesting Mechanical Pruning and Mulching Weed and Pest Management Slashing Foliar Spraying and Fertiliser application • Horticultural Consultancy • Irrigation and Fertigation Planning and Management.

Call Simon Thomas on 0418 136 040 to discuss your grove’s next upcoming task.

As a result, quantities overall have been low across the region.

“From the people I’ve talked with, and feedback from the plant in Willunga, it’d have to be more than 40% down this year – and some are even lower,” he said.

“We’ve finished picking and we’re 50% down, and one grower near Mt Compass had 240 tonnes last year and 14 tonnes this year. You wouldn’t expect that even on a down year.

But 2013 was a bumper year and I think that the combination of irregular rain, the long dry periods and biennial pattern has caused a big downturn in the crop.”

Timing, Johnston said, was also different this year – and hard to gauge.

“We probably picked 10-12 days too late, which no doubt also affected our fruit quantity. Everybody seems to have ripened at least a month earlier this year.”

“That said, we drove through the Adelaide Hills the other day and they haven’t picked yet. They’re finally ready now but that’s two to three weeks after us, and they’ve ripened more slowly there. It was definitely earlier around us this year, and seemed to come on quickly. “ Their coastal location has its benefits, however, and Johnston said they’ve been free of pests and diseases this year.

“We’re lucky that the locality and the wind – we’re on top of Willunga Hill – keeps the bugs away,” he said.

“We’ve only ever had scale on two or three trees, which we cured pretty quickly, and we’ve not encountered anything further.”

As for yield and quality, Johnston said they didn’t have their official figures back yet but had achieved “a mind-boggling amount of oil” from their fruit this year.

“That’s possibly because of the smaller crop, which is really interesting,” he said.

And while their Manzanillos suffered from a late harvest and bird damage, they’re pleased with the quality of the Corregiolo this year.

14 • Australian & New Zealand Olivegrower & Processor • June 2014 • Issue 92

Conference & Trade Exhibition SEPTEMBER 2014 - HUNTER VALLEY NSW

Day 1—Facilitated Group Plenary Session

 Annual Levy Payers Meeting  Outcome of current R&D  Q&A—Understanding the new     

Olive Levy Update on World Olive Oil Market Trends Understanding how EVOO is good for your health.

When to Blend and when not to blend.

Engaging with Chefs—how to talk the lingo.

How to Store and Protect your Extra Virgin Olive Oil.

17th Annual EVOO & Table Olives Awards Presentation Dinner @ Mercure Hotel, Hunter Valley 6.30 pm - pre dinner drinks 7.00 pm - start

Day 2—Facilitated Group Plenary Session

WORKSHOP 1 @ ADINA VINEYARDS  How to commercially harvest     

table olives.

How to prepare, process and store table olives.

How to set up a Processing Plant.

How Olive Oil is made.

Processing Tools for Industrial Efficiency Improvement.

WORKSHOP 2 @ MERCURE

 How to make Website, Branding and   

Evening

Friday 19th

Thursday 18th

Wednesday 17th



Social Media work for you.

Understanding The Code of Practice and becoming a signatory.

Market Survey & COP Testing Analysis Results.

Implementing a HACCP Food Safety Plan for your business.

Managing Quality along the supply Chain.

Round table discussions on:

   

Healthy Soils = Healthy Trees Benefits of Regular Pruning Healthy Trees = Less Disease Chemical Permits, what the Industry really needs.  Healthy Industry Associations and Leadership Succession

The Value of Quality is

remembered long after the price is forgotten

Evening

Australian Olive Association

Annual General Meeting Mercure Hotel, Hunter Valley

W W W. N AT I O N A L O L I V E C O N F E R E N C E . C O M . A U

Harvest report

Overall, Johnston described the region’s harvest as “not one of the best years, and that seems to be across the board.

“Comments around the table are that it’s really, really patchy but overall processors are saying that the quantities are down.”

Coonalpyn After five years of “virtually nothing” the Coonalpyn Olives grove achieved a bumper crop in 2013, along with oil yields of up to 25%. It was a remarkable turnaround for the operation, in the state’s south-east, and reflected an ideal growing season which was also pest and disease-free.

The property, which includes multiple oil-producing varieties, has since changed hands and is now once again being managed

by Jim Rowntree for its new Taiwanese owners. Rowntree took the grove under his wing in November 2013 and said he and the owners quickly decided that rejuvenation, rather than harvesting, was the best way forward for 2014.

“At the time the new owners took over the Coonalpyn farm was very run down, due to an extreme lack of water and fertiliser being applied over the previous season. Apparently this had been a ‘cost saving measure’,” Rowntree said.

“The trees were also desperately in need of pruning, therefore the new owners opted to forgo the 2014 crop and prune heavily.

This commenced in late December and was completed in March. The timing was not ideal and, because of the size of the job, it took longer than hoped, but the end result was good.

“During this time, correct water and fertiliser has also been applied and the trees are starting to show signs of good solid growth. As a result, we anticipate that the 2015 crop will be light but that the 2016 crop will be very significant.”

Rowntree said that the growing season in the region had generally been “pretty consistent and good”, with rain at the right times and predominantly good weather during the flowering season.

“There were a couple of really hot days that probably impacted on flowering but it wasn’t that noticeable on this grove,” he said.

“And while there were some signs of anthracnose, because we didn’t harvest this year, it wasn’t an issue. We’ve been able to manage anthracnose on our own property by increasing the overall health of the trees, which helps make them more resistant to diseases like anthracnose.

“We’re doing that with this grove too, so we don’t expect to have the same issues with disease as the previous owner had.”

Port Lincoln Like many other southern state growers, Peter Green had a varying crop on his Moonlight Estate grove this year, which overall was well down on the above-average yield he achieved in 2013.

“The season generally was good, with rains at the right time and reasonable weather, but we had very patchy pollination. I just can’t work it out,” he said.

“We had no big rainfalls and no hot winds at that time, so I just don’t know what caused it, but we’ve got 13,000 trees on two properties and in some places there are four to five trees in a row which are loaded and then 10 with nothing.

“So the crop would definitely be below average this year – and it’s the same for everyone around here. This year is just generally down.”

NATIONAL HARVESTERS MECHANICAL HARVESTING We Make It Easy For You! Hayley & Ian Mead

• Free on site consultations • We’ll help you maximise your yield • Extensive industry knowledge at your disposal • Flexibility • Professional job with modern technology guaranteed • We can sell & transport your oil

WE HARVEST A VARIETY OF ORCHARD CROPS INCLUDING:

OLIVES PISTACHIOS PRUNES CAROBS CITRUS

BOOK NOW FOR THE UP & COMING SEASON. DON’T MISS OUT, CALL US TODAY.

NATIONAL HARVESTERS Mobile: 0427879125 Email: nationalharvest@internode.on.net

16 • Australian & New Zealand Olivegrower & Processor • June 2014 • Issue 92

Harvest report

Green said that his harvest was also earlier this year and, like Johnston, the oil yield was higher.

“It was three to four weeks earlier. I think it was because the trees didn’t have as much on them, so they ripened quicker,” he said.

“It was also a lot shorter because we didn’t have to harvest all the trees. Some didn’t have enough fruit on them to make it worthwhile.

“The yield percentages are huge, though – much higher than usual. I don’t think we had anything below 19 and it went as high as 26.”

The quality, Green said, was another bonus this year.

“It’s fantastic, the most beautiful oil you can imagine, with a lovely grassy aroma and tang,” he said.

“We always run out but we definitely would this year once people tasted it.”

The only negative was scale, which he said was “worse than it’s been for a long time”.

“I don’t really know why. You can control it okay but it’s a pain – and it’s become so widespread so quickly.

“Other than that, though, all went beautifully this year.”

Discover the Value of Your Oil 

You only want to buy one extraction line make sure it is the right one!



The intelligent combination of German process and engineering know-how gives you the competitive advantage!



We are world leaders - are you?

ABBOTSHAM

NEW NORFOLK

2-phase Pulp

Polishing separator Oil

Olives

Pomace

Tasmania

Tasmanian growers have seen a similar pattern, with a general trend of varying crops and higher yield percentages from the 2014 harvest.

Abbotsham

GEA Mechanical Equipment

GEA Westfalia Separator Australia Pty Ltd 47 Northgate Drive, Thomastown, Victoria 3074

Cradle Coast Olives’ Carol and Tony O’Neil had a “brilliant” year in 2013, with a record crop of healthy fruit across most of the region.

This year, however, the usually-conducive weather turned against the region’s olivegrowers.

“Generally it’s been very warm and very wet - unseasonably

Phone: 03 8877 9924, Fax: 03 9464 5455 Contact: Kevin Dawe Mobile: 0408 322 524 Email: kevin.dawe@gea.com, www.gea.com

Issue 92 • June 2014 • Australian & New Zealand Olivegrower & Processor • 17

Harvest report

so for the north west coast anyway,” Carol O’Neil said.

“And now here we are into winter and we’ve got very warm days.”

None of which, obviously, was good for flower and fruit set.

“Fruit set wasn’t too good at all. We got too much rain and too much wind at Christmas,” O’Neil said.

“A lot of people around here are the same but it’s a real mixed bag: some good and some way down.

“Overall, though, I’d say quantity is looking like less than last year. We’ve been pressing for a month now and done a bit over 10 tonnes to date. While that’s up on last year for this time it’s probably down overall because it’s two to three weeks earlier this year, from all the rain and the weather.”

The rain clouds did, however, have a silver lining.

“In the fruits that are on the trees, the oil percentage is bigger by quite a few percent – some are up by four to five percent on the same time last year,” O’Neil said.

“People are blown away, and it’s certainly helping to make up for the lower fruit quantity.”

Things have also been positive on the pests and diseases front.

“It’s not been too bad at all – a little bit of black sooty mould but other than that, nothing too drastic. Given the amount of rain we’ve had, that’s pretty good,” O’Neil said.

And as the harvest hummed along, quality was also looking good.

“So far, so good. We’ve had some beautiful oils, so I think the quality is still there,” O’Neil said.

“It’s just been running along really nicely, with 12-14 hour days processing.

The rain is not making extraction more difficult, as we use talc and enzymes, and have it down to a fine art.

“We’re very pleased with the results so far and are having an excellent time.

We’re very happy, and generally people around the region are the same.”

That said, O’Neil did have a wish list until the end of harvest.

“Rain of an evening and not during the day. A light breeze to dry off the trees early. Some sunshine but not too much, as it’s good in some ways but not in others.

“And we probably need some good massages really. That’d be great.”

New Norfolk In contrast, Bob and Anne Ashbolt had a difficult year in 2013, with uneven fruiting due to poor weather conditions.

Unfortunately, 2014 has brought much of the same.

There was average rainfall over Ashbolt Farm generally, however that was about the only element to follow anything like normal patterns.

“The rainfall was average but concentrated in the spring period of 2013, when we had amazing rains,” Anne said.

“This was followed by a lot of strong winds over the summer – in fact, we had record uncharacteristic summer and autumn winds - and then that’s been

18 • Australian & New Zealand Olivegrower & Processor • June 2014 • Issue 92

followed by a mild autumn with record temperatures in May. The traditional early-to-mid May frosts have been very mild this year (-1C). Touch wood that that continues!”

As a result, flower and fruit set was once again patchy this year, with yields down across the region.

“Even within the varietals, we have some trees loaded, some with almost no fruit - but at least higher than average fruit set levels experienced in Tasmania’s vineyards,” Anne said.

“In our grove, the quantity of fruit is looking good, but we are getting reports from other groves that their quantities are considerably down on previous years.”

And like many other growers, this year has seen a change in harvest timing and oil yield.

“Colour change is a week ahead this year but oil accumulation appears to be similar to last year. Harvest is just about to commence for us, so it’s too early to predict oil yield, but we expect higher percentage yields due to the bigger fruit size this year.”

Also positive is the lack of pests and diseases this year, possibly assisted by the hot winds. In particular they’ve been spared from sooty mould, which can be a concern on occasions.

And the Ashbolts’ wish list between now and the end of harvest?

“With our second grove now reaching full production, we have all fingers and toes crossed as the harvest commences. We’re dreaming of overcast nights, mild sunny days, no real rain, and then a good rest!!”

Processing

Research: sedimentation beats centrifugation for oil quality Olive oil quality improvement using a natural sedimentation plant at industrial scale Great new research continues to be carried out across the globe aimed at improving both production efficiency and olive oil quality. This abstract provides a brief overview of research on the effects on quality of post-extraction cleaning methods, published recently in Biosystems Engineering. The results could mean the difference between an award-winning EVOO and a merely acceptable product.

Olive oil extraction is mainly carried out using continuous extraction by decanter centrifuge, with efficiency of approximately 80–90%. After centrifugal extraction, olive oil is generally cleaned using a vertical disc stack centrifuge separator, which is suspected of being the major cause of decreased final olive oil quality.

Experiments were carried out at an industrial scale to compare the olive oil properties after improved processes of sedimentation (Sedoil) or centrifugation (Cenoil) with respect to raw olive oil obtained at the decanter exit (Control).

Peroxide, polyphenol, chlorophyll, carotenoid, turbidity and K232 average values were significantly different between Sedoil and Cenoil, which confirmed that the use of disc stack centrifuges represents an important source of oxidative reactions.

Analysis showed that storage time dramatically affects the oxidation level

of the olive oil. All parameters used to monitor the oxidation level (i.e. free acidity, peroxide value and K232) increased after 180 days of storage, and the content of natural antioxidants and pigments decreased as expected.

The residual presence of water during long-term storage represented the most important source of oxidation, and an effective cleaning operation is necessary to preserve oil quality during its storage life.

The analyses performed using 1H and 13C NMR (the application of nuclear magnetic resonance spectroscopy to hydrogen and carbon) showed that Sedoil was more similar in composition to Control than to Cenoil.

In conclusion, the use of sedimentation plant allows the employment of the disk stack centrifuge to be reduced, improving both energy saving and the quality of clean olive oil.

Highlights • Final separator is suspected to be the major cause of decrease in olive oil quality.

• Assisted natural sedimentation plant improves the final olive oil quality.

• Residual water represents the most important oxidation source in long term storage.

Source: Olive oil quality improvement using a natural sedimentation plant at industrial scale. Biosystems Engineering, Volume 122, June 2014, Pages 99-114. Authors: Giuseppe Altieria, Giovanni C. Di Renzoa, Francesco Genovesea, Antonella Taurielloa, Maurizio D’Auriab, Rocco Racioppib, Licia Viggiani.

Issue 92 • June 2014 • Australian & New Zealand Olivegrower & Processor • 19

Processing

New twist on traditional olive press Julie Butler, Olive Oil Times

A Spanish company has developed what it claims to be a “breakthrough innovation” for the ancient olive press that makes an olive oil higher in antioxidants and leaves no environmentally harmful waste.

According to a patent application by the company behind the project, Oleapure, its invention allows two directions of force to be applied within a hydraulic press – instead of the usual one – thus substantially increasing its efficiency and raising the content of active components beneficial to health, such as hydroxytyrosol, tyrosol, caffeic acid and oleocanthal.

From Seville, Oleapure scientific advisor Dr Rafael de Lara told Olive Oil Times the new method produced an olive oil, Oleaster, which the company estimates to be nearly a third higher in antioxidants than most existing extra virgin olive oils, depending on the olive variety.

Compression favors antioxidant content De Lara, a pharmaceutical chemist, said using a traditional press like the Romans used for olive oil was like making orange juice by squeezing an orange then straining out the juice. The now dominant decanter centrifuge process was like crushing the orange then spinning out the juice.

He said the company’s research suggested that the compression of olives in a traditional press – and to a greater degree in the Oleapure invention – allowed more of the phenolic compounds in the fruit’s flesh (the mesocarp) to bind with the oil globules than occurred with centrifugal systems, where the free oil is separated immediately. These compounds are key to the antioxidant capacity and sensory quality of the resulting oil.

New olive products De Lara said Oleaster could be the basis for a new premium category of olive oil.

It has quite a strong taste – though this varies according to the olive varieties used – but would appeal as a health and gourmet product.

A by-product of the new method was an olive juice containing no oil that is used to make a new concentrated extract, Oleasan.

This “yet-to-be-defined” product is also rich in antioxidants highly prized in the health food and cosmetic industries.

Waste minimisation the mother of invention De Lara said he could not yet give more details about the press design except that it was an industrial secret involving “directional sequential compression”.

“The hydraulic bi-directional press has been a breakthrough for us” he said.

Though conceptually simple, it involves engineering not available on the market.

After successful trials of a pilot press a demonstration model is now being built in Seville and should be ready within a year.

De Lara said the design was fruit of earlier work on reducing the amount of olive oil production effluent – alpechín in Spanish - which has been a major environmental pollutant in Spain, particularly in Seville’s Guadaíra river valley.

Though more of a problem under what is known as the three-phase decanter centrifuge system, even the cleaner two phase system, which now predominates in Spain, produces some wastewater containing oil.

Among the differentiating factors of the new process are that its only waste products – olive skin, stones and some

To subscribe and for more information visit www.olivebiz.com.au 20 • Australian & New Zealand Olivegrower & Processor • June 2014 • Issue 92

pulp – are environmentally inert and can be re-used, such as for fuel in the case of the stone remains, de Lara said.

Oleapure – which is seeking partners to take the project forward – boasts on its website that in comparison with current methods, its delivers “a higher quality olive oil with the same yield and productions costs” and “zero residue.”

Health claims under evaluation University researchers forming part of a joint private-public project with funding from the Spanish government are now evaluating Oleaster and Oleasan and their potential health benefits.

At the University Pablo de Olavide, scientists are studying the products’ content of polyphenols, such as resveratrol, and of antioxidants, including coenzyme Q10, vitamin C and vitamin E, and the impact of their ingestion by mice.

“We’ll have to wait until the end of the project to know if we have a new olive oil that is much healthier and offers increased antioxidant and anti-inflammatory capacity and improves lipid and proteomic profiles,” the university said in a press release.

Meanwhile, researchers in the pharmacology department of the University of Seville are evaluating the products’ cardiovascular benefits and potential use for hypertension and atherosclerosis.

At the European Atherosclerosis Society Congress held in Italy in May, scientists from that university presented a poster titled New extra virgin olive oil (Oleaster®) or olive wastewaters extract (Oleasan) improved endothelial dysfunction and atherosclerotic plaques of ApoE mice.

Source: www.oliveoiltimes.com

Talking points

Let’s talk about bark splitting Amanda Bailey

The Olive Centre ph: 07 4696 9845 amanda@theolivecentre.com.au www.theolivecentre.com

In this edition I’ll follow up on the Talking Points column in the March Olivegrower, discussing some of the unexplained conditions being discovered by growers during harvest. This is another of the more puzzling – although relatively common – ones which I receive enquiries about pretty well every year.

“White rot” The email arrived, and it was a well-known call for information: “Please help me, the bark is splitting severely on my trees. What is causing it and what can I do to stop it? The attached photo appeared to show symptoms of “white rot”.

“White rot” is a root disease caused by the fungus Armillaria.

The Armillaria fungus damages the root system and survives in the soil until the infected root breaks down. It is readily identified by the characteristic white fan-shaped mycelial mats which can be seen growing on the wood when the rotting bark is peeled back.

Freshly-infected roots have a strong mushroom smell. The wood of infected roots is rotted by the fungus, becoming either white and powdery or wet and jelly-like with black bands.

While luckily not particularly common in olives, Armillaria root rot can eventually kill olive trees. It is more prevalent following a wet winter, when the fungus can survive on the dead roots in the soil. In this situation it can survive for decades if not exposed and therefore able to dry out (desiccation).

Wetwood Initial infection by diseases like Armillaria can cause secondary issues like wetwood. It’s a pretty obvious condition visually where the olive tree bark literally looks wet. This condition can be either a disease caused by bacteria (bacterial wetwood) or a physiological disorder related to growing conditions (wetwood disorder), and would not normally occur on its own. Several bacteria are known to be associated with wetwood and can enter via exposed wounds or

split bark. Testing samples of the affected tree is generally needed to definitively determine the cause.

Slime flux Wetwood is also responsible for the foul-smelling and unsightly seepage of sap from the trunk of trees, commonly called slime flux. Wetwood-infected tissue slightly alters the strength properties of the wood, however the condition inhibits the development of wood-rotting fungi, which are unable to grow in the affected wood because of the resultant lower oxygen content. Wetwood also causes warpage and splitting problems when boards cut from affected trees are dried.

Causation Poorly drained soils will limit oxygen availability to plants and lead to rapid decline in most species. Even small periods of waterlogging or “wet feet” can predispose trees to root rot, wetwood and other disorders that affect tree growth, and sometimes survival.

Treatment Plant pathologist and olive specialist Dr Vera Sergeeva recommends immediate remediation of any drainage problems, and then fertilization of the affected trees. Nitrogen in particular should be applied, as it is an integral component of chlorophyll (the green pigment in leaves), and is associated with important tree functions such as growth and leaf production.

Issue 92 • June 2014 • Australian & New Zealand Olivegrower & Processor • 21

Marketing

Using science to market olive oil David Martínez Roig

CEO Marketing Human Consumer Knowledge www.marketinghuman.com

Neuromarketing knowledge aids the successful sale of olive oils through analysis of consumer behaviours.

The application of neurosciences to marketing allows for the analysis of desires, needs, experiences, feelings, memories, attention, perception, recall and motivations of people in greater detail. Neuromarketing expert David Martinez Roig explains how the process works, and how it can provide producers with a competitive edge.

The value of marketing The term marketing is often given a negative connotation, in particular as a synonym for deceptive advertising. This biased concept is in fact far-removed from the reality of the many fields the practice encompasses, and the value it yields as an essential tool for determining market needs and then satisfying them, thus creating successful products and an increase in sales.

The application of neurosciences Among the many tools used to analyse consumer behaviour in the markets is psychology, and more specifically, neuropsychology

Eye tracking determines where the subject’s eyes rested for longest, the routes followed and the order in which the design elements are examined.

and neuromarketing. So what are these practices and how do they work?

Neuropsychology studies the relationship between the brain and behavior, while neuromarketing is the application of neuroscientific methods for understanding human behaviour in the markets. Aspects of human conduct are studied via the measurement of biometric parameters such as brainwaves, skin changes, pulsations, pupil dilation, eye tracking, etc, allowing for more detailed analysis of consumers’ desires, needs, experiences, memories, attention, perception, memory and motivations. The results provide a greater knowledge and understanding of the marketing elements most likely to create successful sales.

For example, “the effectiveness of advertising is directly related to the long-term memory level at the moment in which the key brand message is transmitted,” states Neuro-Insight CEO Richard Silberstein. Recall of the objects declines with a change in location (“locating updating effect”), an effect now considered in point of sale and packaging design. According to Radvansky and Copeland (2006 and 2010), the architecture of the atmosphere interacts with the architecture of cognition and information retention on a mental map.

22 • Australian & New Zealand Olivegrower & Processor • June 2014 • Issue 92

Marketing

Eye tracking, an effective tool Neuromarketing uses various techniques to obtain information eye tracking, for example. By tracking and analysing the movement of the eye, we can obtain biometric measurements to assist in understanding unconscious consumer acts. This in turn allows us to analyse consumer behaviour at the point of sale, which we can use to improve the graphic design of an olive oil’s packaging.

The practice uses high-speed cameras to trace eyeball movement, pupil dilation and blinking, among other factors. The cameras are mounted on glasses used at the point of sale, their design so noninvasive to the subject that many forget they are taking part in a research project.

The information gathered allows for the visual journeys of the participants to be traced and for the creation of heat maps indicating the “hot” spots of the image - that is, where the eyes rested for longest. They may also indicate the routes followed and the order in which the design elements are examined.

The importance of the packaging Bulk products aside, the development and launch of a new olive oil onto the market focuses mainly on the organoleptic qualities and the qualifications of its status (extra virgin, virgin etc). The packaging and other communication elements tend to focus on the production method (cold pressing etc) and sometimes the varietal composition (single-varietal or blend) or cultivation practices. But is this enough to assist consumers in their choices?

With the knowledge provided by neuromarketing at hand, the answer is a categorical NO, because we know that the emotional state of people has a notorious influence on flavour

perception, pleasure experienced and the resulting evaluation of the food consumed.

For instance, according to a study published by Goldstein, Almenberg, Dreber, Emerson, et Cols, 2008, in the American Association of Wine Enonomists, the pleasure obtained when consuming wine depends as much on the intrinsic qualities (pleasure and aroma) as it does on the external aspects (price and presentation). The same findings can be extrapolated to olive oils.

Neuromarketing in packaging design Research to date has shown us that the brain responds to agrifood marketing actions in a very specialised way, with the mirror neurons playing a fundamental role. When a person eating a particular food is observed, the brain of the observer experiences sensations similar to them consuming the same product, making them feel various emotions and feelings which they may then relate to the food.

For example, the sensations transmitted by a specific olive oil brand may be negatively affected by the serving method. A product which does not pour fluidly or provide a convenient application may give rise to negative sensations - or even worse, rejection if the oil spills forth abruptly, staining a suit or dress valued by the user. We have therefore learned to analyse the ease with which consumers can pour the oil in various uses as part of our design of olive oil packaging.

Neuromarketing research has also shown us that the brain, for evolutionary reasons, processes images far faster than written words and that it also prefers “natural” images associated with the foods. Bearing this information in mind when planning the design of a new packaging for olive oil, we can question the

We won’t be beaten on price

Supplying the Olive Industry 12 volt battery harvester Picking Machine

Tornado Harvester -

Australian Distributor

• P.T.O attatchment to tractor • Fully remote controlled • Automatic umbrella opening • Automatic unloading of fruit, quick, efficient • Tornado is available complete with tractor

• • • •

netting • bottles • caps • pumps •

pruning tools harvesting equipment capping machines storage tanks

Hand operated.Titanium teeth.

Attached to a 12 v battery.

Fully extendable. Easy to use.

ELECTRIC PRUNER

Ph: (03) 9484 7948 – Fax: (03) 9484 7940, 377-379 Bell St, Preston VIC 3072 Email: sales@costanteimports.com.au

www.costanteimports.com.au

Issue 92 • June 2014 • Australian & New Zealand Olivegrower & Processor • 23

Marketing

emotional commitment and recall relating to any two packaging designs. Using the measurements received through eye tracking and brain sensors, we can: • analyse which of the designs scores highest when capturing the consumer’s attention (fundamental for the oil’s success at the point of sale); • determine which design scores best on purchase intention, novelty and knowledge level; • compare our design with that of the competition.

All of this information then allows us to design a packaging that gives us a competitive edge over our competitors across the all-important elements of successful olive oil marketing: capturing attention at point of sale, perception of a natural product and creation of an emotional bond with the brand.

The export factor The study of the human eye has shown that each colour has a different refraction point. For instance, blue and violet affect the front part of the eye, while red and yellow affect the back part.

The exact location of the focal point varies between people and cultures, however, determining the relaxing and exciting colours for each different group. For example, young Chinese buyers perceive the colour blue to be relaxing and red to be exciting; young Australian consumers, meanwhile, perceive just the opposite, finding blue exciting and red relaxing.

This knowledge then allows us to contemplate the colours we choose for our communication tools in various destination countries. Given these differences, perhaps we should use different colours for each market. And then there’s the age consideration: as we get older, our perception of colour changes, movements slow down, our hearing becomes less acute and our sense of smell deteriorates. All of these factors will affect the effect of packaging on our consumer audience.

Brands therefore need to adapt the colour palette they use in their product, packaging and ads to their particular target audience, creating a consumer experience which best meets the needs and desires of those they want to purchase their products.

In the end, the consumer benefits Focal point determines relaxing and exciting colours for various cultures, so while young Chinese buyers perceive the colour blue as relaxing and red as exciting, young Australian consumers perceive the opposite - blue exciting and red relaxing.

validity of minimalist or artistic designs with no image or reference whatsoever to the “naturalness” of olive oil – one of the product’s major selling points.

In short, neuromarketing is a positive tool in the field of product marketing, enabling us to analyse and understand consumer purchasing behavior. By then adapting products and communications to this behaviour, we can improve the process of suitable product choice and thus the overall consumer experience.

For more information on Roig’s work go to www.aperturemark. com or www.marketinghuman.com, or contact David Martínez Roig via email at info@marketinghuman.com.

The power of the packaging And we know that packaging IS important. A study by the University of Jaén, presented at Expoliva 2011 (SEJ-315), found that the packaging type used has the effect of improving the perceived quality of an extra virgin olive oil by 14% (in terms of aesthetics, visual appeal, functionality, hygienic pouring, etc).

That 14% differential provides a strong argument for investment in improved packaging, and thus an overall better return on total production costs.

Using analysis to improve design Like-and-like comparisons are a powerful tool in analysis, and neuromarketing also allows us to precisely measure the attention, 24 • Australian & New Zealand Olivegrower & Processor • June 2014 • Issue 92

New Zealand

Women were out in force at this year’s conference, with a number of female presenters and an even split of male and female attendees.

Conference reflects NZ cohesion Numbers were once again up for this year’s Olives New Zealand conference, with a final headcount of 80 for the national industry event. Held in Wellington on 22 March, the event gathered representatives from NZ’s nine growing regions, Australian visitors and presenters from both countries, all eager to share and learn.

ONZ executive officer Gayle Sheridan said it was pleasing to see an increased female presence at the event.

“It was great to have so many women presenting this year, and also attending, with numbers evenly split between men and women,” she said.

How to Sell Among them were three NZ producers, who shared their varying business experiences in the How to Sell sessions: “Shona Thompson of Aquiferra covered direct selling, talking about farmers markets, food shows and other events.

Places where producers are hands-on through the selling process,” Sheridan said.

“She looked at how to identify potential markets and what the people are likely to be looking for, in order to gauge whether it’s worth being involved, and also about the value of talking face-to-face with consumers.

“Helen Meehan of Olivo looked at exporting, and in particular the pitfalls, as well as the importance of having good distributors. She emphasized the need to focus on a region or a city, and to fully understand the costs involved with exporting.

“And Nalini Baruch took us through the Lot Eight business model, which focuses on supplying chefs and restaurants both nationally and internationally.

It was really interesting to see how differently they all operated.”

Marketing Principles A highlight of the conference was the session on Marketing Principles by Tuatara Breweries’ Richard Shirtcliffe.

“Richard talked about his earlier life experiences with other businesses – both good and bad – and the things he learned along the way,” Sheridan said.

“One of the things he raised was that awards matter, and especially international awards; that if international judges say it’s good, it carries weight back home.

“We’ve taken that on board and are going to support our ONZ award winners in entering international competitions. If something good comes out of it, we all benefit, so it’s really about adding value to the industry.

“Richard also talked about focusing on your region, and about the importance of small operators working with others in the business – things like offering room in an export container to competitors and then quid pro quo. ‘Collaborate or die’, as he said.

“His catch-phrase is ‘liberate the world from bad beer’: we’d like to liberate NZ from bad EVOO.” Buyer perspective Sheridan said the afternoon session carried on the momentum, continuing the conference’s focus on marketing and sales.

“David Nalder of Moore Wilson’s gave a retailer’s perspective, while Anita Sarginson of the NZ Chef’s Association provided a restaurateur’s viewpoint, and both raised the need for more education about our local products,” she said.

“They both talked about the Olivemark and awards, and how much those count in their purchase decisions. David also talked about in-store support through tastings, and the need for producers to replace unsold stock with the new season’s product when it comes on-line.

They know fresh is best, and they want to sell and promote our best.

“Anita discussed the importance of appropriate packaging – different for use

Issue 92 • June 2014 • Australian & New Zealand Olivegrower & Processor • 25

New Zealand

Lionel Sheridan introduced conference participants to the Olive Grove Product Costing Program, created to assist members track and improve their production costs.

in the kitchen vs use in the restaurant – and also consistency of supply. It’s a challenge for boutique producers to ensure supply until the new season’s oil comes in but you work hard to get them, so you don’t want to lose them. Planning for that is an important part of ensuring an ongoing relationship.”

Australia’s Amanda Bailey of The Olive Centre was another popular presenter, once again focusing firmly on marketing.

“People were riveted by Amanda’s presentation, and really impressed with how well she’d researched the NZ industry and web figures,” Sheridan said.

“She started at the basics, helping people understand the importance of interacting

with your customer. She talked about the Australian scene and how there’s been a shift to Australian EVOO, and really blew people away talking about FEVOO. We were all so impressed by the structure of the event and the calibre of the people involved. The scale of it was amazing, and the ongoing promotion stemming from it is enviable.”

Olive Grove Product Costing Program Changing topics, Lionel Sheridan introduced conference participants to ONZ’s new Olive Grove Product Costing Program, an Excel-based program created to assist ONZ members track and improve their production costs.

26 • Australian & New Zealand Olivegrower & Processor • June 2014 • Issue 92

“The executive felt that olive growers aren’t really aware of how much it’s costing them to produce their olive oil, so we created this program to solve that issue,” Gayle Sheridan said.

“We’ve provided it to everyone who completed our grove census this year, giving them another tool to help them out.”

Sheridan said the presentation worked through production costs from the ground up, including overheads normally not thought of as costs, and then how they might allocate them.

“Do you allocate against the varieties you’ve got and tonnes you’re getting, or your block size?,” Sheridan said.

New Zealand

“You have options there but at the end of the day what you end up with is a cost per litre for each variety or grove. So then you can make decisions about what you’re doing on your property by looking at what your costs are.

“Among other things, it shows that things like ONZ membership or certification, are insignificant compared to many of the other costs incurred, and helps put things into perspective. It also shows that if you can increase production, many of those costs are fixed and you can decrease the cost per litre.”

AGM The conference also encompassed the 2014 Olives New Zealand AGM, which proceeded smoothly through all structural and financial business. In a sign of the positive direction of recent years, the executive then received a vote of thanks from the floor.

“The members recognise the work being done by the organisation, and the efforts which have lifted it to where it’s at now,” Sheridan said.

“We’re really focused on the industry itself, and on the things we need to get right – productivity, processing and marketing. Those grass roots issues are our priorities.”

Overall, Sheridan said, the conference was a very successful event, and reflected the increasingly integrated New Zealand industry.

“More than one person said it was like a big family gathering – that was lovely to hear,” she said.

“It’s a good description of where the NZ industry is now: it’s really come together, and we’re all working together very well and very enthusiastically.”

What else is Olives NZ up to?

We’ve got the olive industry covered Simei highlights new industry trends

2014 March

Packaging Harvest outlook NZ Grove Focus Project Cooking: EVOO vs coconut oil

Subscribe to the Olivegrower & Processor and receive FREE: Olive Industry Directory & Friday Olive Extracts (fortnightly olive industry enewsletter)

The Olives NZ executive are a proactive bunch, and have plenty of other great initiatives both in the planning stages and in train. Here’s just a taste – we’ll bring you more information in the September edition of Olivegrower.

PLUS online acess to each print issue and Directory online at olivebiz.com.au.

Merchandising • recipe calendar featuring a recipe for every month from a different chef • recipe leaflets for farmers markets etc • retail shelf labels re the Olivemark • printed woven market bags to sell/giveaway with purchases • Health Benefits flyer

Published quarterly to the largest subscription circulation base, the Australian & New Zealand Olivegrower & Processor offers producers the latest news, case studies, R&D, market information and products & services from leading industry professionals.

Business tools • 2014 Grove Census report, providing a baseline for grove planning and expenditure • Focus Grove Project (ongoing) ONZ EO Gayle Sheridan said the merchandising products will be available to members in the coming months to purchase and use for their own purposes.

“The aim is to both increase product sales by value-adding and also raise the profile of NZ EVOO,” she said.

“The business tools provide invaluable information on grove management and expenditure issues, assisting growers in making decisions which will increase their viability and profitability into the future.

“Our industry is in a different place now and we’ve got to move forward. We make superb quality EVOO but our members need help in marketing their product and improving their financial bottom line. ONZ aims to help them do that by giving them some extra tools.”

Subscribe today online: www.olivebiz.com.au Phone: +618 8369 9522 Email: subs@olivegrower.com.au NATIONAL JOURNAL TO THE OLIVE INDUSTRY Member of

INDEPENDENT & AUSTRALIAN OWNED

Issue 92 • June 2014 • Australian & New Zealand Olivegrower & Processor • 27

Business

Images can come from a variety of sources. Atmospheric and quirky images like this are often unplanned shots snapped by one of your team or visitors to your grove.

Media savvy marketing Part 3: sourcing images Marketing your brand is an integral part of ensuring its success, and arguably as important as the quality of the oil or olives you produce. Opportunities to promote your brand often arise at unexpected times, and you need to have resources on hand to make the most of them. In part 3 of this feature we continue our look at image libraries, focussing on the sourcing of images to promote your business.

Sourcing images

Working with a photographer

Images can come from a variety of sources. If one of your team is good with a camera you can take them yourselves.

Visitors to your winery may send through great images, ditto the journo on the local paper or the equipment rep who loves what you’ve done with their gear and takes a few shots for their file. But if you’re really serious about setting up a good image library you’ll call in a professional photographer, who in one shoot (usually) can provide a range of quality images that will cover any marketing opportunity that comes your way.

Barossa Photo Company’s Tony Tervoert is an AIPP-accredited photographer with more than 20 years of experience in the wine and other production industries. He shoots at 20-30 businesses each year, covering everything from product and staff shots to cellar door and landscape images, but says unfortunately very little of his work is for image libraries.

“Generally the client has been prompted by a request for an image and realises they haven’t got any good promotional material on file,” Tervoert said.

28 • Australian & New Zealand Olivegrower & Processor • June 2014 • Issue 92

“So it’s an urgent call to schedule a shoot as soon as possible, with very little planning.”

Which Tervoert says is the wrong way to go about the process, from both a quality and cost point of view.

“Most people don’t have any idea as to what sort of images they want or need, they want me to just come along and decide what to take.

“Generally that just doesn’t work, as the images we end up with from an unplanned shoot may not actually be what the client is after, and in the worst case scenario we have to do a second shoot,” he said.

Business

“With photography, preparation is everything. You’ve got to work out what you want way before the shoot starts.”

Getting ready Tervoert says he advises people to go online and look at other people’s images, and also see what’s around in print.

“It’s not that we want to replicate it but knowing the sort of look or feel that people like is really helpful – and knowing what they don’t like is just as important,” he said.

“Spend an hour talking with the photographer, or you’ll end up spending twice as long on the job because we haven’t got a good brief of what we want to achieve. Make sure you’re both on the same page on the day instead of trying to work it out when you get there, and you’ll save both time and money.”

Having the brief on arrival is “imperative”, Tervoert says, as it allows everyone – and everything - to be prepared.

“Once we know what we want and what we’re going to shoot, we can pre-plan to ensure everything runs smoothly,” he said.

Let there be light “Light is a big issue. You’ve usually got to be prepared to work outside hours, as the best light is generally in the early morning or late afternoon, even for inside shots. So they need to plan their schedule around that, and make sure that they’re available.

“And not just themselves: having other personnel ready and willing is equally important. Tell your people the shoot is happening and that you want them to be a part of it, and make sure they’re okay with it - it’s really hard to get a good shot when the subject doesn’t want to be there.

“It’s even worse when you get there and the people simply refuse to be photographed – especially if it’s the person predominantly quoted in an article.

“The biggest incentive is the money it saves. Shooting half a dozen staff and a couple of cellar door shots can be $200, or $600 if they don’t come in till late and then don’t want to co-operate.”

Finally, ensure any major unsightful elements are moved out of the way and, if you want products in your shots, have them on hand.

“Having all that ready helps achieve the best result on the day, both

Events like farmers markets and food festivals are also often great sources for images for your library.

photographically and financially, and therefore ultimately benefits the client.

You’ll get better shots for less money, so it’s definitely worth the effort,” Tervoert said.

Professional rates Photographic rates are generally based on each individual job. Tervoert charges an hourly rate for editorial or event shoots, which tend to be brief, and a half or full-day charge for advertising or library shoots. There’s then an image charge based on the number of images provided, which covers editing and preparation time, and also usage fees.

unrestricted usage. The photos are also supplied in three different sizes, so if they need to email one off quickly they can pull a suitable version straight up and if they need a really high quality file for printing they’ve got one of them on hand too.

“Providing the right image for the situation is really important - you don’t want to be emailing 10MB files and clogging up someone’s email system until you know it’s the image they want.”

Lock it in Once you’ve got usage sorted, add the crediting details to the document

Copyright and crediting When dealing with images that are not your own, it’s important to obtain usage permission and provide appropriate crediting details. Ideally, discuss usage and crediting when you’re originally provided with images and, if possible, gain general permission for ongoing usage.

Tervoert says that while he retains the copyright to any images he takes, he always provides clients with full access to the images.

“I don’t ever sell the copyright but they have full rights to use them as they wish,” he said.

“Most people don’t understand the need to obtain permission anyway - especially with the current trend of internet photo sharing and downloads– so I give them

After more than 20 years in the business, photographer Tony Tervoert says that “with photography, preparation is everything”.

Issue 92 • June 2014 • Australian & New Zealand Olivegrower & Processor • 29

Business

You may consider creating an online image library, where people can download high-resolution images at no charge. It’s a great way to ensure good images accompany any article about your business.

or record you have your image information filed in – the one with the situation place/ names/titles etc. And importantly, add a reference to the image name identifying the need to credit the image, to ensure that the crediting details appear any time the image is used. The copyright symbol © is ideal.

So an image requiring crediting would be filed as “Cowra Best Red 2012 Award © (if you don’t know where it is: on the Word menu, go to Insert and then Symbol, and select the © from the drop down selection).

It may seem a little fiddly at the time but, while copyright and photo acknowledgement is an increasinglyignored issue, it’s one which can cause substantial problems for your business if not considered and acted upon.

Online image libraries

“Homework”

You could also consider creating an online image library, where people can download high-resolution images at no charge.

Usage of images downloaded from these sites generally restricted to noncommercial purposes and copyright remains with the owner, with all images to be credited to the photographer and/or owner. Some also provide contact details for commercial use requests.

A couple of great examples are Central Otago producer Akarua Wines - www. akarua.com and go to Gallery & Video; and the Wines of South Africa Media Room – click through from: www.wosa. co.za.

No doubt many of you now have some work to do on your image library – and maybe a call to make to a good photographer – to ensure you have the marketing resources you need on hand.

We’ll bring you part 4 of this feature, looking at putting together a mailing list in the next edition.

Photographer Tony Tervoert is happy to speak with Olivegrower readers regarding copyright and image usage, and answer queries about how contractual arrangements generally work in Australia.

Given the legal complexities involved, it’s a great offer. Contact Tony at Barossa Photo Company on 0410 504 815 or via email at: tony@barossaphotocompany.com.au.

‘Best practice’ for the media-savvy marketer: • Know your brand profile and marketing messages • Have background information on winery, brand, key players and products • Keep the information up to date and accurate • When you achieve, put it out there • When you have a story to share, put it out there • Relevance is all-important: provide information specific to each situation • Provide dot point information and quotes, don’t write the article yourself • Accumulate a library of high-quality images of your people, products and property • Faces need names – keep a record of the people in your images • File it all with easily identifiable names in a Media or Marketing folder

30 • Australian & New Zealand Olivegrower & Processor • June 2014 • Issue 92

Business

Terra Creta: an international business dynamo In the January 2013 edition of Olivegrower we ran an article profiling successful Cretan producer Terra Creta. In the current global climate of low prices and an overcrowded market, the company had achieved annual sales growth of 13% for the previous five years and generously shared the secrets of their success. The article also included future plans and business predictions, so we followed up with export manager Fotis Sousalis about how things were looking 12 months down the line. a practice of strategic heavy pruning to stagger ripening. An educated balancing act between improved quality and reduced quantity, it was great in theory but Sousalis said that once again poor weather impacted heavily on the outcome.

Sales growth Terra Creta’s sales growth of 13% a year on average over the previous five years was an incredible result, and to many seemed unsustainable. Sousalis said the figures have continued to surpass all expectations, however, and have in fact increased even further over the ensuing 12 months.

“We don’t have the figures in for the whole year but our growth rate for first nine months of 2013 was 24%,” he said.

“It’s a great result, which shows the dynamism of our brand in international markets.”

Our growth rate for first nine months of 2013 was 24% ... which shows the dynamism of our brand in international markets.

Production rate Terra Creta’s production expectation for 2013 was 1500 tonnes of olive oil, all of it EVOO quality. The first part of the production year supported that expectation, however it appears the vagaries of climate in Europe have recently taken their toll on even this stand-out producer.

“The 2012-2013 harvest was a rather good one in terms of both yield and quality, and our organic olive oil was once again awarded at the BIOL (international EVOO) competition,” Sousalis said.

“Unfortunately, the picture is very different for the 2013-2014 harvest. Crete has experienced a never-seen-before bad crop, with more than 60% lower production, which of course will also affect quality to a certain extent.

“Luckily our quality classification process will help us identify and focus on the best oils of the harvest, in order to service our consumers at the same high level as we have in previous years.”

Pruning practices Harvesting in the small and often difficult-to-access groves of Terra Creta’s 800 local growers is mainly done with vibrating rakes, and the volume of fruit is too large to process quickly enough, so the company introduced

Terra Creta export manager Fotis Sousalis said the figures have continued to surpass all expectations.

Terra Creta named finalist in European Business Awards • Terra Creta has received incredible industry recognition for its success, including a recent accolade in the 2013-2014 European Business Awards.

• Terra Creta was voted as one of the 10 best companies in Europe in the Imports/Exports category and also as one of the top 100 European businesses, receiving the Ruban d’Honneur.

• The 100 Ruban d’Honneur recipients were chosen in the second phase of the award process, with 1500 eligible companies judged by an esteemed panel of European business and political leaders, academics and entrepreneurs.

“Last year many farmers had a very high crop, so pruned their trees heavily in order to control the crop for this year,” he said.

“However, climatic conditions during flowering last spring destroyed most of the flowers, which resulted in the low crop we are experiencing this year.

“Our team of farmers followed the advice of our agronomists but the climatic conditions were too severe to fight. Sometimes, it seems, it is nature’s decision and not ours.”

New products At the time of our initial article Terra Creta had a number of new products heading out into the market, including olives in olive oil, gift sets, table olives and olive paste. Two have since been released and, like Terra Creta’s other products, have they been warmly embraced by the market and consumers internationally.

“In 2013 we launched two new products, the 0.2 Platinum, an oil with very low acidity and a superb taste and aroma, and a condiment of extra virgin olive oil with olives,” Sousalis said.

Issue 92 • June 2014 • Australian & New Zealand Olivegrower & Processor • 31

Business

Terra Creta’s new 0.2 Platinum, an oil with very low acidity and “a superb taste and aroma” was an immediate success at the Hellenic Duty Free Shops (in Greece) and Brazil, proof of market interest in very high quality products.

A “condiment” of extra virgin olive oil with olives was another of Terra Creta’s new product launches for 2013 and has already been selected by an international retail chain with presence in 15 countries.

“The 0.2 Platinum was a great success at the Hellenic Duty Free Shops (in Greece) and Brazil, and this year will be also distributed in Germany and possibly the USA. Its quality and bottle presentation was very well received by both professionals and consumers, which proved to us that the market is interested in very high quality products.

“The condiment has also started very well, with considerable sales in Canada, Brazil and Greece, and has been selected by an international retail chain with presence in 15 countries. It is a rather simple product but has a nice fruity table olive taste and aroma, and they obviously feel, as we do, that it will attract a broad consumer base.

“And we still have other products set for release: for 2014 we will be launching for the first time both a range of table

Part of Terra Creta’s success has always been the company’s strong promotion of its “home-grown” product - high quality oils 100% grown, produced and packaged in Crete.

olives and a balsamic vinegar cream, enriching our assortment of natural and high quality Greek foods.”

We are confident that (travel marketing) will be a continuing growth area for Terra Creta.

High-flying marketing Sales from duty-free shops in Greece account for a fifth of Terra Creta’s turnover, so the company seized on this trend with an innovative marketing initiative for 2013. An ad in English, with the tag “Your Greek memories in a bottle”, was placed on the back of five million boarding passes for flights

32 • Australian & New Zealand Olivegrower & Processor • June 2014 • Issue 92

out of Greece, and paralleled with the placement of Terra Creta olive oil in duty-free shops abroad. Such a focussed, large-scale marketing campaign was a brave move, and the extended international retail arm is taking time to establish, but it appears to already be paying off.

“Our company is a leader among product suppliers at the Hellenic Duty Free Shops, with considerable growth for yet another year. We were honoured as the organisation’s Best Supplier for 2012 in the Food sector, and together we have grown a category which was rather small in the previous years,” Sousalis said.

“The next step is to get this successful project at other international airports.

We have already launched our products at the Otopeni airport in Bucharest, Romania, and have received very good feedback, which proves to us that the international trend on food is strong enough to be transferred to travel retail.

“Working for over 12 years in this sector, we have experience and knowledge of both food and travel retail, and we are sure we will be able to adapt to the specificities of each country.

“We are confident that this will be a continuing growth area for Terra Creta and this year also enriched the travel marketing campaign, adding discount coupons during check-in and airport buses bearing our ads to the original boarding pass ad element.”

Turnover At the time of the initial article, the company’s expectation for turnover was €5 million in 2012, growing to €8 million in 2014. The European financial crisis has left few businesses untouched, however, and is no doubt responsible for some level of impact on Terra Creta’s sales. Despite that, the company’s figures have remained rock-solid and continue to reflect strong growth, with a 2012 turnover of €4.5 million and an estimation of €5.6 million for 2013.

The importance of origin Part of Terra Creta’s success has always been the company’s strong promotion of its “home-grown” product - high quality oils 100% grown, produced and packaged in Crete. In 2012 Sousalis described an increase in product awareness which was occurring at the time, and particularly about the quality difference between single origin oils

Business

Terra Creta recently built on its previous successful travel marketing campaign, adding discount coupons distributed to passengers at airport check-in and airport buses bearing their ads to the original boarding pass ad element.

and multinational blends. That increased awareness, he says, is still evident but is largely dependent on the individual market in question.

“As a general trend we could certainly say origin awareness is growing,” he said.

“However, there are huge differences between markets, depending on the maturity level of each. In markets like Germany and the USA, consumers are getting more aware of the differences in quality of different origins. This is happening at a much slower pace in new markets.”

As a general trend we could certainly say that origin awareness is growing ... particularly about the quality difference between single origin oils and multinational blends.

just another reason

The philosophy remains So it seems that, despite the vagaries of both climate and the global economy, Terra Creta continues to see growth in not only sales and new markets but also its reputation for product quality. It’s a result encapsulated by one of Sousalis’ earlier quotes on the base-line philosophy of the Terra Creta business: “We do many things in-house but with a lot of passion and effort. Sometimes you just need good ideas instead of an awful lot of money.”

to love Fridays Get all the LATEST NEWS on the OLIVE INDUSTRY delivered straight to your inbox

Brought to you by Australian & New Zealand Olivegrower & Processor

To subscribe and for more information visit www.olivebiz.com.au Issue 92 • June 2014 • Australian & New Zealand Olivegrower & Processor • 33

Olives & Health

Health round-up Continuing our regular round-up of the latest relevant health research from around the world, to keep you up to date and in the know …

Olive oil helps lungs cope with air pollution A recent Asian study has shown that taking olive oil supplements may counteract some of the adverse vascular effects of air pollution.

The research was based on existing knowledge that exposure to airborne particulate matter can cause abnormal functioning of the inner lining of blood vessels. Both olive oil and fish oil are known to have beneficial effects on this endothelial function.

The study involved 42 adults, who took olive oil, fish oil or no supplements over a four week period and were then exposed to

filtered air for two hours. The following day they were exposed to airborne particulate matter.

Significant reductions in flow-mediated dilation of the blood vessels were observed in both the control and fish oil groups, while the olive oil group displayed only a minor decrease in dilation. The researchers found that a protein involved in the breakdown of blood clots increased immediately after exposure in the olive oil group, with the effect lasting for up to 20 hours.

Source: www.scmp.com.

Med diet good for those with diabetes gene Researchers from the Jean Mayer USDA Human Nutrition Research Center on Aging at Tufts University and the Biomedical Research Networking Centers in Spain have found that eating a Mediterranean diet may reduce glucose and cholesterol levels in people carrying a gene known to be associated with the development of diabetes.

The new study, published in Diabetes Care, also found a decrease in the incidence of stroke in those with the Transcription Factor 7-Like 2 (TCF7L2) gene when they consumed a Mediterranean-style diet.

The study utilised data on over 7000 male and female participants in the PREDIMED (PREvention DIet MEDiterranean), study, a large randomized clinical trial of dietary intervention in persons at high risk of cardiovascular disease, initially aiming to compare the effects of the

Mediterranean diet and a low-fat diet on the prevention of cardiovascular diseases.

People who carried two copies of the TCF7L2 gene and predominantly ate a Mediterranean diet were found to have a reduction of incidence of stroke, as well as lower blood glucose and cholesterol levels. Those with a low adherence to the diet were almost three times as likely to have a stroke, compared to people with one or no copies of the gene.

The researchers said consuming a Mediterranean diet “appeared to eliminate any increased stroke susceptibility (for those with two copies of the TCF7L2 gene), putting them on an even playing field with people with one or no copies of the variant”.

Sources: www.oliveoiltimes.com.

Olive oil + vegies = lower blood pressure Scientists have confirmed that it’s the combination of olive oil and leafy vegetables which lies behind the cardiovascular benefits of the Mediterranean diet.

A study by researchers from King’s College London, funded by the British Hearth Foundation, found that putting olive oil on vegetables provides health benefits not found when the oil is combined with other foods. It’s all due to nitro fatty acids, substances formed from the reaction of unsaturated fatty acids (found in olive oil) with nitrogen compounds (found in vegetables) and known to lower blood pressure.

Conducted on mice, the research investigated the process by which this occurs and found that nitro fatty acids block

an enzyme which regulates blood pressure, known as soluble Epoxide Hydrolase. Soluble Epoxide Hydrolase is also found in humans.

The researchers say the findings show that “the protective effect of the Mediterranean diet comes at least in part from the nitro fatty acids generated, which inhibit soluble Epoxide Hydrolase to lower blood pressure” and “explain why a Mediterranean diet supplemented with extra-virgin olive oil or nuts can reduce the incidence of cardiovascular problems like stroke, heart failure and heart attacks”.

34 • Australian & New Zealand Olivegrower & Processor • June 2014 • Issue 92

Sources:www.thehealthsite.com; www.your-story.org.

Olives & Health

Olive oil helps prevent cardiac arrhythmia New meta-research has found that the consumption of olive oil reduces the rate of auricular fibrillation, the most common cardiac arrhythmia. Affecting one in four of the population, there is currently no effective intervention for the primary prevention of the illness, which is increasingly a cause of both disability/illness and death.

The trial, carried out by the University of Navarra and published in the cardiology journal Circulation, also utilised the data obtained by the PREDIMED study. Integrated into CIBER (Centres for Online Biomedical Research) Obesity and Nutrition, it showed that a Mediterranean diet supplemented with extra virgin olive oil or nuts reduces the rate of cerebrovascular accidents, myocardial infarction and cardiovascular mortality among a high-risk population.

The current trial evaluated the effect of these diets on the rate of auricular fibrillation in particular. A subject base of 6,705 eligible participants were monitored over an average period

of 4.7 years, with 246 new incidents of auricular fibrillation identified.

The rate of incidence was significantly lower among participants assigned to the Mediterranean diet supplemented with extra virgin olive oil than those on a control diet, however no effect was found with the Mediterranean diet supplemented with nuts.

The researchers therefore concluded that “the antiinflammatory and anti-oxidant effects of extra virgin olive oil in the context of a Mediterranean diet may explain this effect, although more research is needed that repeat these results and explore the underlying mechanisms”.

They believe, however, that it “indicates that recommending a Mediterranean diet rich in extra virgin olive oil could be a suitable strategy for primary prevention of auricular fibrillation”.

Source: www.basqueresearch.com.

… and helps reduce acne scars Olive oil is also touted as a safe and gentle (not to mention inexpensive) aid to reducing scarring caused by acne, and in some cases in removing scars altogether.

Skincare advice provided on the website boldsky.com sets out the steps to follow when using olive oil to remove acne scars.

Massage: using olive oil to soften the dead scar tissue. Massage a tbsp of olive oil across the affected area, using deep pressure and circular movements.

Steam: follow the massage with a steaming session to help loosen the scar tissue.Spend a good 10 minutes over a bowl of steaming hot water until you’ve built up a good sweat, then gently pat dry.

Exfoliatiate: to remove the scar tissue. The next step involves exfoliating the skin using an olive oil scrub. Mix a tablespoon

of olive oil with baking soda and apply to the affected areas of your face using circular movements. A few minutes of this will help remove the scar tissue softened by the massage and steam processes.

Protect: once again using olive oil. With the scar tissue removed, the more delicate skin underneath is exposed, so you need to protect it from further damage. A great treatment combines olive oil and a little tea tree oil, with the mixture then applied to the acne scarred areas. Olive oil will not clog pores, and the the anti-inflammatory and anti-microbial properties not only protect the skin under the scar but also prevent future acne outbreaks.

Source: www.boldsky.com.

Olive oil phenolics reduce spread of colon cancer A new study has identified just how the link between dietary olive oil and a decreased risk of colon cancer may work.

Published in the journal Food Function, the study found that the decreased cancer risk associated with consumption of olive oil may be due to the phenolics present in the oil, which can modulate disease pathways including apoptosis (programmed cell death) and invasion associated with carcinogenesis.

The researchers had previously shown that a virgin olive oil phenolics extract (OVP) inhibited invasion of HT115 colon cancer cells in laboratory studies (in vitro). The new study assessed the effects of OVP (at a rate of 25 micrograms per mL) on HT115 cell migration and spreading, along with the action of cell-to-cell bridges called integrins.

They also studied the anti-metastatic activity of OVP (dose equivalent to 25 mg/kg/day for two, eight or 10 weeks) in mice (in vivo). After 24 hours OVP did not inhibit cell migration but did

show a significantly reduced cell spreading on fibronectin (less than 0.05%, compared with 65% of the control). The activity of a range of integrins was also modulated.

OVP fed to mice resulted in a significant decrease in both tumour volume and also the number of metastases (additional tumours caused by spreading) found. This led the researchers to conclude that modulation of the activity of the cell-to-cell bridges, integrins, may be the process by which OVP decreases cancer cell invasion in vitro and also inhibits metastasis in vivo.

Sources: www.pubs.rsc.org; Virgin olive oil phenolics extract inhibit invasion of HT115 human colon cancer cells in vitro and in vivo: Yumi Z. H.-Y. Hashim,*a Jenny Worthington,b Philip Allsopp,b Nigel G. Ternan,b Emma M. Brown,b Mark J. McCann,c Ian R. Rowland,d Sonia Esposto,e Maurizio Servilie and Chris I. R. Gillb.

Issue 92 • June 2014 • Australian & New Zealand Olivegrower & Processor • 35

Products & services

2014 Australian and New Zealand Olive Industry Directory now on sale In its annual overview for the 2014 Australian and New Zealand Olive Industry Directory, the AOA estimates 2013 domestic olive oil production at 19 million litres, following a reduced crop in 2012. This is against an estimated 2013 production of 400,000 litres in New Zealand and only an average world crop expected for 2013/14.

We also know that, following a range of industry initiatives to highlight Australian olive oil and its quality standards, there has been a positive trend in the increasing share of the domestic market taken up by Australian olive oil.

And AOA National Table Olive committee convener Peter McFarlane says despite a good year, table olive production was down in 2013, reflecting local seasonal conditions in some regions and the closure of the largest table olive processor in NSW. These are just some of many useful facts and figures listed in the newly-released 9th edition of the Olive Industry Directory, the essential annual olive industry reference publication. Now published in both print

and online formats, the 2014 edition features 2013 overviews of the Australian and New Zealand olive industries, 844 grower listings, 329 suppliers and details of olive industry retailers, distributors, media, organisations and contract processors. Whether you’re a grower, producer, retailer - in fact, no matter what your involvement in the industry – the OID will ensure you’re up to date with current industry statistics and connections.

How to purchase The Directory is now available from Ryan Media for $A29.70 in Australia and New Zealand, and $A35 overseas (all prices include postage). It can also be purchased as part of a subscription to Australian & New Zealand Olivegrower & Processor

magazine for only $A38/year Australia; $A52/year New Zealand and $A56/year overseas (all prices include postage).

Don’t miss out Print copies are limited and sold out within weeks in 2013, so visit www.olivebiz. com.au to order yours now. Alternatively, contact Ryan Media on ph: +61 (0)8 8369 9555; fax: +61 (0)8 8369 9501 or email: orders@winetitles.com.au to secure your copy of this must-have industry reference.

Olivegrower & Processor now available whenever you want PRINT & ONLINE

Only available to subscribers. Visit www.olivebiz.com.au INDEPENDENT & AUSTRALIAN OWNED

36 • Australian & New Zealand Olivegrower & Processor • June 2014 • Issue 92

T: +618 8369 9522 F: +618 8369 9501 E: subs@olivegrower.com.au W: www.olivebiz.com.au

your calendar of olive events

What’s on

2014 Jun

June 22 Fine Food New Zealand – Auckland www.finefoodnz.co.nz

Jul

July 14-August 1 Entry period for 2014 WAOC EVOO Competition – Perth, WA admin@oliveswa.com.au July 14-August 11 Entry period for AOA National EVOO & Table Olives Competition - Australia www.australianolives.com.au

Aug

Sep

September 2-5 International Business Fair on Olive Growing – Brazil www.fino2014.com.br September 13 Awards dinner, 2014 WAOC EVOO Competition – Perth, WA admin@oliveswa.com.au September 15-18 Fine Food Australia 2014 – Melbourne www.finefoodaustralia.com.au

July16-18 International Extra Virgin Olive Oil Savantes – Melbourne, Vic www.savantes.com

September 17 & 19 AOA National Conference – Hunter Valley, NSW www.australianolives.com.au

July 18 Entries close, 2014 Olives SA EVOO Competition – Adelaide, SA AFord@adelaideshowground.com.au

September 17 Australian Olive Levy Payers Meeting – Hunter Valley, NSW www.australianolives.com.au

August 17 29th International Horticultural Congress/ Olive Symposium – Brisbane, Qld ihc@netcabo.pt

September 17 AOA National EVOO & Table Olives Presentation Dinner – Hunter Valley, NSW www.australianolives.com.au

August 27-29 Natural and Organic Products Asia - Hong Kong www.eventseye.com

September 18 AOA Field Day & Exhibitor Demonstration – Adina Vineyard, Hunter Valley, NSW www.australianolives.com.au

August 28 Awards celebration, 2014 Olives SA EVOO Competition – Adelaide, SA AFord@adelaideshowground.com.au

September 24-26 International Extra Virgin Olive Oil Savantes - Toledo, Spain. www.savantes.com

To subscribe and for more information visit www.olivebiz.com.au

Advertiser index Australian Olive Association..........................................................15 Costante Imports.......................................................................... 23 De Masi Australasia (Oleo)............................................................14 Dept of Trade & Investment, NSW................................................11 Dorato - Amenduni Nicola Spa.................................................... 40 Eclipse Enterprises Aust................................................................. 5 Gallard Hedging & Mulching.........................................................12 GEA Westfalia Separator Australia................................................17 Hunter Bottling Company............................................................. 22

Ledgard Pruning............................................................................19 Leda Farm Equipment...................................................................13 Modern Olives................................................................................. 9 National Harvesters................................................................. 16,38 Olive Oil Packaging Service..........................................................18 Olives South Australia Inc.............................................................. 7 Pieralisi MAIP Spa.......................................................................... 2 Victus International......................................................................... 8

Australian & New Zealand Olivegrower & Processor • June 2014 • Issue 92

37

Editorial

Olive Marketplace

To subscribe and for more information visit www.olivebiz.com.au just another reason

to love Fridays

Get all the LATEST NEWS on the OLIVE INDUSTRY delivered straight to your inbox

Brought to you by Australian & New Zealand Olivegrower & Processor

To subscribe and for more information visit www.olivebiz.com.au

w w w.olivebiz.com.au

THE PREMIER OLIVE INDUSTRY WEB PORTAL • Latest industry news • Buyers guide of industry suppliers • Industry event calendar • Online access to Olivegrower & Processor and the Olive Industry Directory MEDIA

INDEPENDENT & AUSTRALIAN OWNED

Ph: +61(08) 8369 9500 Fax: +61(08) 8369 9501 Email: subs@olivegrower.com.au Website: www.olivebiz.com.au

AUSTRALIAN & NEW ZEALAND

&

NATIONAL JOURNAL OF THE OLIVE INDUSTRY

Simei highligh ts new industry trend s

2014 March

FOR SALE Gregoire G133v • Very efficient high capacity picking stick harvesting system with adjustable harvesting height & width.

• Swinging fish plates & extra leaf & stick removal.

Up to 100% fruit removal.

• Suitable for all groves types, perfect for high density!

Please call 0427879125 or 0428891581 38 • Australian & New Zealand Olivegrower & Processor • June 2014 • Issue 92

Packaging Harvest outloo k NZ Grove Focus Project Cooking: EVOO vs coconut oil

NOW IN PRINT AND ONLINE Login with your subscriber code at www.olivebiz.com.au For further details contact subs@olivegrower.com.au

OUT NOW! - the new edition 2014 Olive Industry Directory = = = = = =

Olivegrower and processor listings Supplier listings Buyers’ Guide – one-stop supply shop Organisation listings Contract processor listings 2013 overview from industry organisations OnLInE BUyERS’ GUIDE

www.olivebiz.com.au 2014 Olive Industry Directory Order Form Please send me______ copy/copies of the 2014 Australian and New Zealand Olive Industry Directory.

All prices are in Australian dollars. Discounts are available for multiple purchase orders of three or more copies, contact Ryan Media for details.

Rates

$22.00 + $7.70 postage ($29.70 inc. GSt) Australia $29.70 includes postage new Zealand $35.00 includes postage Overseas (economy Air Mail) Payment must accompany order, please fill out your payment details in the form below. (tick as required)

AUSTRALIAN & NEW ZEALAND

OR subscribe to Olivegrower & Processor and receive the 2013 Directory as part of your subscription Now even greater value - subscription provides online access to each print issue and to your Directory ONLINE at www.olivebiz.com.au

&

NATIONAL JOURNAL OF THE OLIVE INDUSTRY

PuBliSheD Bi-MOnthly

Olivegrower & Processor Subscription Form

Each subscription includes an annual Olive Industry Directory

the next issue, or no _____________ Please register my subscription to Olivegrower & Processor beginning with $38.00 one year (4 issues) Rates Australia (tick as required) $52.00 one year (4 issues) new Zealand $56.00 one year (4 issues) Prices inc GST Overseas (economy Air Mail) Cheque enclosed (Australian dollars payable on an Australian bank) or Charge my Visa Mastercard (no other cards accepted)

number

Card Verify Code*

name

expiry _____________

Company

Address

Postcode

email

tel

Signature

Fax Date

Subscribing to Olivegrower & Processor entitles you to free registration on our e-newsletter Friday Olive Extracts.

For our records, please indicate your involvement with the olive industry Olivegrower educator Distributor Administrator Supplier Processor Student Retailer

Olive investor Other _____________

Return with payment to: Ryan MEDIa Pty LtD, 630 Regency Road, Broadview, South Australia 5083 *the Card Verify Code is the last three digits on the back of your card.

MEDIA

INDEPENDENT & AUSTRALIAN OWNED

Ph +61 8 8369 9522 Fax +61 8 8369 9501 email subs@olivegrower.com.au Website www.olivebiz.com.au ABn 85 085 551 980