Olivegrower & Processor

Simei highlights new industry trends

2014 March

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

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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 91

News International recognition for Savantes founder

4

Mandating the Aust standard

5

Vale Vince Scarfo

6

Changes to OSA EVOO comp

6

SIMEI 2013

9

Profile Peter McFarlane

12

Packaging New labelling ensures EVOO freshness post-purchase

14

Reading the messages on the bottle

16

Harvesting Harvest outlook

19

Organics Glyphosate: health and enviro effects

24

New Zealand NZ Focus Grove Project aims for industry viability

26

Business Media-savvy marketing Part 2

28

Cooking: EVOO vs coconut oil

31

Talking points Small fruit, big problem: let’s talk about shotberries

33

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: Simei-Enovitis 2013 reflected an increased interest in and production of flavoured oils, which are gaining new ground among increasingly creative home cooks. See our report on the event on pages 9-10.

Photography: Jim Fortune.

Issue 91 • December • Australian & New Zealand Olivegrower & Processor • 3

News

Gerri Nelligan

Editor

From plod to action-stations in three months: that’s what it seems like for our industry at present. Harvest is looming in many parts of Australia, so all eyes are firmly on the groves – and the skies – trying to determine just what this year will bring.

For many, unfortunately, the answer is clear: growers across much of Queensland and New South Wales have had their crops decimated by heat and winds, and many have no commercial crop whatsoever. Others are a little luckier and have a small crop at least.

WA growers are the comparative saving grace among the earlier croppers, with most having a reasonable or some crop at least.

In part one of our annual harvest update we speak to growers in these states, and their stories will no doubt provide valuable experience, and food for thought, for others.

Overall it’s a mixed bag news-wise for the olive industry at present, particularly people-wise. The South Australian industry has been shocked and saddened by the tragic loss of industry stalwart Vince Scarfo. Vince was a grower, processor and packaging expert, and one of those ‘great blokes’ who really cared about his oil, his industry and the people he shared it with. He will be greatly missed by all who knew and worked with him.

On a positive note, another industry stalwart, Victorian grower and producer Simon Field, has received international recognition for his work as founder of the International Extra Virgin Olive Oil Savantes program. It’s a well-deserved accolade for Simon, and further proof of the incredible knowledge and expertise we have within our own local industry.

All that and plenty more to read within the pages ahead – get cracking before harvest kicks in!

Editor Gerri Nelligan and the OG&P team.

International recognition for Savantes founder Australian olive industry expert Simon Field has received international recognition for his work in promoting high quality extra virgin olive oil, awarded the prestigious QVExtra!

Socio Colabarador diploma at the recent ‘Building Bridges’ International Congress in Cordoba, Spain.

Based at St Arnaud in Victoria, Field runs a 4200-tree organic olive grove and produces both table olives and oil under the Salsi label. Field is also the founder and presenter of the highly respected International Extra Virgin Olive Oil Savantes program, which commenced in Melbourne in 2001 and now holds events annually across the globe in Spain, Italy, the USA, UK, Australia, New Zealand and South Africa.

Field was the only person outside the Spanish industry – and the only non-Spaniard - to receive the Socio Colabarador, which was presented by QvExtra! Presidencia Soledad Serrano Lopez.

He was also the only producer honoured at the Congress, his fellow awardees made up of researchers, media, journalists, medical researchers, bureaucrats and academics.

Field said it was a great honour to receive recognition from an organisation whose membership includes many of the world’s leading experts in the production and evaluation of extra virgin olive oil.

“The interpretation of Socio Colabarador varies from partner to honorary member – and many others in between – but all make receiving the diploma a very special and inclusive industry award,” he said.

“It was great to feel I have the respect of global olive industry leaders, and to see Savantes given such significant international recognition.

“That recognition has really given credibility to the Savantes program and the objective promotion of high quality extra virgin olive oil, and I am honoured and excited by the prospect of lifting the profile of the positive approach which is manifest in Savantes.”

Along with the personal accolade, Field believes the award and

Field also participated in a panel forum on quality at the Congress, chaired by IOC executive director Jean-Louis Barjol.

associated recognition is shared by all who have participated in the Savantes program.

“Savantes participants come from large, medium and small enterprises across the entire spectrum of activities related to extra virgin olive oil; from the world’s biggest traders such as Sovena and Cargill to boutique producers with 200 trees, and to importers, distributors, associations, boutique retailers, supermarket buyers, food writers, chefs and consumers,” Field said.

“I hope this award encourages them to increase their efforts to further the interests of producers and consumers of excellent extra virgin olive oils in all regions of the world.”

Quality presentation Field’s Congress attendance was more than just about receiving accolades, however. He was invited to participate in the Congress panel forum on Quality, chaired by International Olive Council executive director Jean-Louis Barjol, and also gave a presentation on “Extra Virgin Olive Oil: Quality and Origin of EVOO”.

He then spent a week visiting olive oil mills in Baena and Priego de Cordoba, as a guest of QVExtra! The EVOOs produced by these mills are among Spain’s best and consistently win gold medals worldwide, providing Field with an even deeper insight

4 • Australian & New Zealand Olivegrower & Processor • March 2014 • Issue 91

News

Australian industry expert and International Extra Virgin Olive Oil Savantes founder Simon Field was awarded the prestigious QVExtra! Socio Colabarador diploma, in recognition of his experience and international promotion of extra virgin olive oil.

into the practices of producing exceptional quality olive oil.

Together with the peer networking provided by the Congress, it made for an invaluable experience both personally and professionally.

“I attended the Congress along with producers from Spain, Portugal, Uruguay, Turkey, Tunisia, Chile and representatives from the USA, all of whom share the Savantes commitment to the production and promotion of high quality extra virgin olive oil,” he said.

“That enabled me to make many very useful high-level contacts, which have opened up many opportunities and which will no doubt contribute to the growth and success of the Savantes program into the future.”

For more information on the International Extra Virgin Olive Oil Savantes program, go to: www.savantes.com.

Push to mandate Aust standard continues The board of the Australian Olive Association (AOA) is continuing action on a number of strategies in its bid to ensure mandating of the Australian Standard for olive oils and olive pomace oils (AS 5264-2011).

AOA CEO Lisa Rowntree said that, with the new Federal government now firmly in place, hopes are high for a successful outcome this year.

“Last year we had good support from the Coalition government, so now that they are in power we are expecting that same support to continue,” she said.

“We have arranged for “Mandating the Australian Standards” to be formally placed on the agenda of the CAF (COAG Legislative and Governance Forum on Consumer Affairs) in June 2014.

“Prior to that meeting both AOA state directors and the AOA executive management committee will be visiting their state consumer affairs ministers, to provide answers to any questions they may have and ensure they are provided with all the necessary facts and information they may need to support the motion.”

We’ll keep readers updated on progress with the action in both Friday Olive Extracts and future editions of Olivegrower & Processor.

Issue 91 • March 2014 • Australian & New Zealand Olivegrower & Processor • 5

News

Vale Vince Scarfo The South Australian olive industry has been devastated by the loss of industry stalwart Vince Scarfo, who disappeared at sea on February 16 while fishing with his brother-in-law, Luigi Polombo.

An olive grower and owner of the Diana Olive Oil brand, Scarfo also ran both the OLEAPAC bottling service and the leading processing facility in the Fleurieu Peninsula region, and was winner of last year’s Olives SA Best Processor Award.

Olives SA provided Olivegrower with this tribute: “Vince Scarfo had operated his mat-pressed processing plant from Malpas road, Willunga since the late 1990s. He grew with the olive industry and upgraded his processing facilities to state-of-the-art equipment, and accommodated processing needs from all around the Fleurieu Peninsula.

“As the business grew, the need for packaging became increasingly important and he installed a bottling line, which provides bottling services for local and exporting companies.

“Vince was a committed olive grower, processor and bottler, who had pride in his award-winning Diana Extra Virgin Olive Oil brand. His talent placed him as a judge in the national olive oil competition, along with the state competition run by Olives SA. “Vince knew his oil and cared for those who needed advice.

His contribution to the olive industry has been outstanding.”

AOA CEO Lisa Rowntree added the national organisation’s regret at the tragic loss.

“It has been very difficult to accept that Vince Scarfo and Luigi Palombo are presumed to have drowned.

“Vince was a wonderful man, who generously gave up his time to assist growers, particularly in South Australia, with advice and assistance. He ran the very successful Diana Olive

Vince Scarfo in his element, accepting the 2010 Fleurieu Peninsula Fiesta! Olive Awards Best of Show and Gold awards for Diana Olive Oil, from Fleurieu Food chair Rachel McMillan.

Oil Company and was winner of the SA Processor of the Year award numerous times.

“Luigi also worked with Vince and was a regular face around the area, moving many thousands of litres of EVOO. “Both men will be very much missed and our thoughts and prayers are with their families.”

The Ryan Media team joins the industry in offering its sincere condolences to the Scarfo and Polombo families.

Call for volunteer support Olives SA is organising a volunteer roster to assist the Scarfo family in continuing Vince’s outstanding work during the coming harvest season. Anyone wanting to offer their support can contact Olives SA president Chris Tankey via tankeychris@gmail.com or mob: 0421 097 169.

Changes to OSA EVOO comp Olives South Australia (OSA) has announced a major overhaul of its annual EVOO competition, including changes to classes and testing arrangements.

Classes Among the most significant changes is the removal of a volume-base for classes. Under the new format, oils will be judged in six classes – Mild, Medium and Robust for each of Single Variety and Blended Oil categories.

The class each oil falls into will also now be decided by polyphenol levels detected on testing, rather than as nominated by entrants.

Major awards will remain as for past competitions, comprising Best in Class for each class, Best Oil in Show Small Producers, Best in Show - Large Producers and Best South Australian Oil. Testing Another major difference is in the testing regime, with all oils entered to be tested by the competition management at the IOC and NATA-accredited Wagga Wagga DPI laboratory as before, but now to include testing for polyphenols. This

testing is part of the process and will occur whether entrants submit their own testing results or not. The cost of this testing is included in the entry fee, as it has been previously.

OSA president Chris Tankey said the new testing requirements meet higher standards than the previous regime and will simplify the testing and certification processes for producers.

“In this way, oils tested at the Wagga Wagga facility provides compliance with the Australian standard for olive oils and olive pomace oils (AS5264) and also satisfies Code of Practice requirements,” he said.

“This provides significant practical benefits for entrants, as it means all their testing and compliance needs can be met by the one process of entering the OSA competition.

“These changes also bring the competition into line with international shows such as New York and Los Angeles, China and Japan. The SA show is open to international competitors

6 • Australian & New Zealand Olivegrower & Processor • March 2014 • Issue 91

News

and we will be looking to advertise for overseas entrants: their involvement will be a great promotional point, and will help us in our aim of increasing the profile of South Australian olive oil both here and overseas.”

Timing Tankey said the new regime will be implemented for the 2014 competition, which will be run slightly earlier than in previous years.

“Entries will close on Friday, 18 July and judging will be on Saturday, 9 August,” he said.

“We understand that this is earlier than usual and some ‘late pickers’ may feel their oil has not settled enough. The general view is that this should not be a significant hurdle and producers should submit their oils even if they are a little cloudy at the time.

“The reason for the earlier timeframe is that it allows the awards to then be announced at the Royal Adelaide Show. This provides us and the producers with an oustanding opportunity for increased promotion via both their media activities and the hundreds of thousands of people who visit the event each year.

“We are working on having the winning oils displayed at the Show at the OSA stand, and are also hoping for a formal awards announcement event within the Show schedule.”

“We will, of course, still have an industry celebration of the awards and have currently booked our usual venue, Kooyonga, for a dinner on Saturday, 28 August.

New head judge OSA has also recently confirmed the appointment of Trudie Michels as head judge for the 2014 competition. An internationally-respected olive oil judge, taster and blender, Michels takes up the reins from long-standing head judge Richard Gawel, who has led the South Australian judging team for the past 12 years.

Gawel’s contribution has been an important part of the competition’s ongoing success and it’s good to hear that he’ll continue to be involved, this year volunteering as an “ordinary” judge at the competition.

For more information or competition enquiries, email: AFord@adelaideshowground.com.au.

‘Best before’ dates The AOA reports that recent survey testing of AOA Code of Practice oils indicates that signatories should be cautious about using the maximum two year ‘best before’ date (BBD) without testing. Producers still bottling oil from the previous season are also strongly encouraged to re-test the potential shelf life before making a BBD claim on the package.

To clarify the limitations of Rancimat® testing, the following amendments have been made to Section 7.2 (EVOO labelling guidelines) of the AOA Guide to Completing the Code of Practice Checklist: “Where a Rancimat test has not been performed on a current season’s oil, the longest ‘best before’ date that can be put on a bottle is a maximum of two years from date of bottling.”

For more information contact the AOA via email at: secretariat@ australianolives.com.au or go to: www.australianolives.com.au.

Issue 91 • March 2014 • Australian & New Zealand Olivegrower & Processor • 7

International news

EU push for EVOO ed in school curriculum The November 2013 meeting of the European Commission’s Advisory Group on Olives had an agenda item which made the Olivegrower team sit up and take note – a plan to include the promotion of olive oil and table olives as part of the EU school curriculum.

The Olive Oil Times reported in November 2012 on a proposal by Spanish members of the European Parliament to include a school olive oil and table olives program in the new EU farm policy. They were partially successful, with provision included in the Common Agricultural Policy (CAP) for 2014-2020 for a voluntary school scheme, to be funded like existing ones promoting consumption of dairy products and fruit and vegetables.

It’s positive news to the industry here in Australia, where members have increasingly been “taking olive oil to the (little) people” in recent years. Endeavours such as The Olive Centre’s EKKA promotion, EVOO school fundraising programs, the Oli Olive’s Oily Adventure picture book and the Stephanie Alexander Kitchen Foundation program are making great inroads into

Olives SA’s Young Judges program is another great example of our local EVOO education initiatives.

educating our future generations about the health and flavour benefits of fresh, local extra virgin olive oil.

It seems like we must be on the right track, if the EU are travelling that way too.

Source: www.oliveoiltimes.com.

And for adults ...

There’s a new opportunity for olive oil education via the International Olive Oil School (IOOS). Operated by the online industry publication Olive Oil Times, the IOOS says it “aims to

provide an exchange for knowledge about all aspects of olive oil.

We believe that the more people know about this important food, the healthier the world will be.”

The entity enthusiastically declares its independence, stating that it is neither endorsed or supported by any outside company, and that its curriculum “is developed in consultation with the world’s foremost experts in their fields”.

Course areas include Quality and Tasting, Production and Milling, and Health, with individual courses run by industry experts including Australians Leandro Ravetti (Olive Oil Quality Assurance) and Richard Gawel (Testing and Tasting: Understanding Olive Oil Chemistry). The program is designed “for everyone from home chefs to food industry professionals”, with additional courses on topics such as olive marketing, product development and production currently in development.

The courses are all presented online, some as a series, others a one-off session, with instructors and participants ‘meeting’ online at a designated time via web conferencing. With tasting and sensory assessment courses, samples are delivered to each participant prior to the session.

Many past courses are also available on-demand.

Olive Oil Times publisher and IOOS founder Curtis Cord describes the school as “the bridge between the world’s olive oil experts and those who would like to advance their knowledge on a variety of practical topics”, answering an increasing interest in olive oil across the globe.

“What we know from Olive Oil Times readers is that people are increasingly curious about olive oil and are seeking solid answers.

There was a need for an independent online course platform centered on advancing education on this vital subject. IOOS compliments the mission of Olive Oil Times perfectly, which is to facilitate such a sharing of knowledge.”

More information: www.oliveoilschool.org.

8 • Australian & New Zealand Olivegrower & Processor • March 2014 • Issue 91

SIMEI

Simei wraps it up Simei-Enovitis 2013 was held at the Fiera Milano in Rho (Milan), Italy from 12-16 November. The biennial event has been held since 1963 and this year involved nearly 600 exhibitors from across the globe. Representing the entire wine and oil supply chains, from cultivation to production and packaging, they presented machinery, equipment, fittings and products to visitors including producers, bottlers and distributors.

The event’s organisers reported a significant and growing presence of foreign operators and buyers from around the world at this year’s event: 70% from Europe, 11% America, 14% Asia, 3% Africa and 2% Oceania, who accounted for 30% of the total number of visitors.

The calendar also included conferences, seminars and study and exchange sessions between the leading market players, all of which saw enthusiastic involvement. The 2013 International Conference, this year focusing on sustainability, drew over 3,500 pre-registered attendees.

With marketing the big differentiator in today’s crowded market, and stainless steel a continuing culinary trend, is this is the future of olive oil packaging?

Photography: Jim Fortune.

Olive industry focus on packaging The field and production sides of the olive oil industry were less obvious at this year’s event than previously, no doubt in line with its promotion as “Simei 2013 - the must-see bottling and packaging exhibition”. There were modest displays for crop protection and spraying, irrigation, tree guard and hand equipment, and some smaller

‘Hot’ right now is the marketing of exclusive high-end olive oil products in expensive and impressive equally highend packaging, along the lines of intricate designer perfume bottles.

Photography: Jim Fortune.

Issue 91 • March 2014 • Australian & New Zealand Olivegrower & Processor • 9

SIMEI

Despite the new ban on refillable containers, there’s obviously still a market for high-quality oil dispensers.

Photography: Jim Fortune.

machinery. The main focus, however, was from raw product to consumer, looking at the latest in products and technology – from filters to bottling line equipment, packaging materials and machines, and containers in all shapes and forms.

Several strong trends were noticed, including an increased interest in and production of flavoured oils, which are gaining new ground among increasingly creative home cooks. Also ‘hot’ right now is the marketing of exclusive highend olive oil products in expensive and impressive equally high-end packaging, along the lines of intricate designer perfume bottles.

The Sensory Bar was an innovative feature of the 2013 event, providing both olive oil and wine tastings.

Photography: Jim Fortune.

Interestingly, despite the Mongello Law banning refillable oil bottles, offerings of refillable dispensers of all types were found throughout the exhibition – proof, one surmises, that traditions last well past the onset of legislation.

Seminars There was also a significant olive industry seminar program, mostly in Italian, which focussed on the challenges confronting the Italian olive oil growing and production sector. Discussion was had around the divisiveness throughout the value chain, some with a uniquely EU tone (e.g. Spain

and Italy trade; optimum use of subsidies), some due to the wide differences and needs between small producers and the large global producers, and some as to how ensure best value from all olive oil.

Another notable element of the event was a Sensory Bar, which offered both olive oil and wine tastings throughout the day.

Providing a hands-on experience of the industry’s talents, it was a great way to put the value for such an event into perspective.

More information: www.simei.it. h t t p s:// w w w. d r o p b o x . c o m / h o m e / SIMEI%20Milan%202013

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A GENTLE SQUEEZE IS ALL YOU NEED ENZYMES AND OLIVES If you want more from your olives you should treat them gently. Using an enzymatic solution gives you a higher yield of tastier, more colorful, and more shelfstable olive oil. Novozym 33095 lets you bypass the harshest mechanical treatment and gives you a higher yield of free-run oil. Novozym 33095 also increases your decanter or press capacity and reduces your waste.

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In profile

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

PM: As the principal of McFarlane Strategic Services, I have provided consultancy services to the Australian olive industry since 2006. Currently I sit ex-officio on the Board of AOA, providing independent strategic and management advice, as well as undertaking several designated roles: • AOA Chemical Permits Co-ordinator – working to fill the very large shoes of industry legend Mike Baker, who recently retired. This role includes consulting with olive producers to identify and prioritise chemical permit needs; and working with Horticulture Australia Ltd to invest olive levy funds for the commissioning of chemical trials, to satisfy APVMA data requirements for the issue of Minor Use Permits; • AOA Code of Practice Administrator, including management of AOA’s Code of Practice for Australian Certified EVOO and Table Olives, and undertaking a regular market survey of Australian and imported EVOO brands, checking they meet the requirements of the Australian Standard for Olive Oil and Olive Pomace Oil (AS5264-2011); • C onvener of the AOA National Table Olive Committee, which has developed and is implementing the Voluntary Industry Standard for Table Olives in Australia, and progressing other table olive sector issues.

OG&P: What do you believe are our major markets and why?

PM: In 2013 Australia produced a record harvest of around 20 million litres of olive oil, of which 95% is of EVOO classification. Two thirds of this is from our largest producer, Boundary Bend Ltd, which has also made impressive inroads in supermarkets in winning market share from importers, with its

Australian olive oil producers will need to reduce their current high cost structures to help improve grove profitability flagship brand Cobram Estate and the recently-acquired Red Island brand, as well as supplying many of the house brand Australian olive oil products now available on supermarket shelves.

According to AOA and Modern Olives data, the major markets for the Australian olive industry are: • Firstly, the Australian domestic market, which in 2013 moved an estimated 13 million litres of EVOO across the following distribution channels:  g rocery retail sales – 72% (Australia now holds 30% of this channel against imported olive oils’ 70% up from 20% in 2012)  food service sales – 20%  bulk/manufacturing sales – 6%  b outique sales – 2%

Domestic and export market conditions remain difficult for olive producers in spite of improving exchange rates

•S econdly, Australian exporters moved an estimated 6 million litres of olive oil in 2013, with Australia’s major export market being China (32%), which has overtaken USA (17%) as Australia’s number one export market. Our other significant markets are NZ (13%) and interestingly, Italy and Spain combined take 24%! Minor markets include Malaysia (3%), Japan (3%), Canada (2%), Taiwan (2%), Russia (1%) and Fiji (1%).

12 • Australian & New Zealand Olivegrower & Processor • March 2014 • Issue 91

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

PM: In 2006 McFarlane Strategic Services was retained by Primary Industries and Resources SA (PIRSA) to assist Olives SA to prepare the SA Olive Industry Strategic Plan. Subsequently I worked on the development of the SA Olive Industry Fund (a voluntary ‘levy’ arrangement), which was introduced by the SA Government for the 2009 olive processing season. The success of the SA olive industry fund encouraged the Australian Olive Association Ltd to re-consider a national levy arrangement.

In 2009 I was appointed chief investigator of the RIRDC National Olive Industry Levy Consultation Project, working with the Board of the AOA to progress the national Olive R&D levy, and the Biosecurity (EPPR) levy.

These were subsequently implemented by the Australian Government in May 2013, to be managed respectively by Horticulture Australia Ltd and Plant Health Australia.

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?

PM: Globally Australia is a minnow swimming in a sea of olive oil. Imports to Australia represent only 1.6% of the total global trade in olive oil. In 2013 Australia imported around 32 million litres (down from the 36 million litres imported in 2012 (including 67% from Spain, 11% from Italy and 5 % from Greece).

Domestic and export market conditions remain difficult for olive producers in spite of improving exchange rates. Since August 2012 the

Organics News

testing data continues to tell us that the current “voluntary system” is not working, therefore the standard needs to be mandated by the Australian Government if it is to become fully effective Australian Dollar (AUD) depreciated over 24%1 against the Euro (EUR) from a high of EUR 0.86 down to EUR 0.66, thereby making imported olive products correspondingly dearer, and applying upward pressure on domestic wholesale prices. With a lower AUD our exports also become more competitive.

However, aggressive import pricing coupled with the retail power of the supermarket duopoly results in heavy price discounting of all grades of olive oil.

Continuing importation of lesser grades of olive oil sometimes fraudulently labeled as EVOO also devalues olive oil and confuses consumers; whilst the regulator (ACCC) appears reluctant to act on European Community (EC) based companies but seems quite happy to make an occasional example of an offending Australian olive oil company!

olive oil grades, culinary uses and the superior health benefits of consuming EVOO. OG&P: Are there any things you think we’re doing particularly well or badly?

PM: Things we do well: • Australia produces high quality product EVOO products that have captured 30% of the Australian domestic market, and producers are continually winning many international awards.

• export to China is growing rapidly and has overtaken USA as our number 1 market.

• there is now a national R&D levy in place, managed by Horticulture Australia Ltd, enabling funding of vital research and development projects.

the Australian industry remains fragmented, with lots of small players who really need to work more closely together

PM: Australian olive oil producers will need to reduce their current high cost structures to help improve grove profitability.

Heavy price discounting as Australian olive oil markets battle to win market share against cheap, inferior and sometimes mislabeled imported olive oil products.

• AOA lobbying has been largely successful in removing the confusing terms ‘light’ and ‘pure’ from olive oil labels in Australia.

Things we do badly: • we need to invest a lot more in consumer awareness of olive oil, its uses and health benefits, however it has been difficult, without a marketing levy, to obtain industry funds for this purpose.

• t he Australian industry remains fragmented, with lots of small players who really need to work more closely together. Perhaps grower co-operative structures need to be revisited.

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

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

PM: Australia needs increased investment in olive production, mechanical harvesting and rationalising of processing capacity to achieve a critical industry mass.

The Australian Government needs to mandate the Australian Standard for Olive Oil and Olive Pomace Oil (AS5264-2011).

More consumer education is needed to assist consumers to better understand

PM: The Australian Standard for Olive Oils and Olive Pomace Oils (AS5264-2011®) is a voluntary standard introduced in July 2011. The standard

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

has been adopted by the AOA and is now fully integrated into the AOA’s Code of Practice.

The Code of Practice enhances industry efforts to educate consumers and to promote the quality of Australian olive products, and continues to provide assurance to consumers and provide certification and monitoring processes for producers of olive oil, and other olive products.

Several supermarket chain home brands are now voluntarily complying with AS5264-2011, including Aldi, Coles and Foodland. In addition several importers of Greek olive oil have expressed interest in becoming accredited by the AOA as meeting AS5264-2011 requirements.

The Australian standard is a great initiative by the AOA, but testing data continues to tell us that the current “voluntary system” is not working, therefore the standard needs to be mandated by the Australian Government if it is to become fully effective.

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

PM: Improved industry profitability, co-ordinated marketing of oils, Government support to assist producers find new markets in China, cheaper and effective harvesting machinery that growers can afford, and an increased market share of the oils category.

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

PM: There will continue to be increasing foreign investment in the Australian olive industry, and increased export orientation. Lots of groves are changing hands and from what we’ve observed so far, there is genuine investor interest in seeing the Australian olive industry prosper.

References OzForex: http://www.chartflow.com/ fx/charts.asp 1

from what we’ve observed so far, there is genuine investor interest in seeing the Australian olive industry prosper Issue 91 • March 2014 • Australian & New Zealand Olivegrower & Processor • 13

Packaging

New labelling ensures EVOO freshness post-purchase The freshness of our locally produced oil is one of its most important attributes, accounting for both the exceptional flavour and health benefits which Australian and New Zealand olive oils are renowned for.

Increasingly, freshness is also becoming an important part of our EVOO marketing, guaranteeing customers the quality product they’re looking for.

Ensuring freshness of the purchased product has therefore been a hot topic for our industry of late, with solutions like Best Before and Harvest dates now commonplace on the packaging of many local EVOOs. But what about the freshness of the oil AFTER purchase? We all know that correct storage is crucial to maintaining EVOO quality and we also know that, no matter how well it’s looked after, EVOO ain’t EVOO forever, and that the end of an old bottle of oil may be good only for the rubbish bin.

So how do we help consumers keep track of their oil use, and particularly how long a bottle has been open for, to ensure they’re always enjoying fresh, healthy extra virgin olive oil?

Enter apertureMARK That was the question facing MarketingHuman founder David Martínez Roig and fellow entrepreneurs Javier Santos, Adrián Benlloch and Ramón Santos, when

they created the apertureMARK concept.

Launched in late 2013, apertureMARK is a new, patented packaging system offering a simple solution to the problem of remembering opening dates.

“Waste of perishable products is a big problem in developed countries, and especially when we talk about food. It’s incredible to think that approximately onethird of produced food ends up as waste,” Martinez Roig said. “apertureMARK is a new concept which aims to reduce the waste of perishable products like olive oil due to age spoilage, by reminding the end user of the date on which a perishable product was opened.”

How it works “It is not easy to remember the exact day you opened a particular perishable product,” he said.

“So apertureMARK is designed to easily mark the opening date of any packaged perishable product without the use of any additional tools. Marking the opening date is easily possible at the time of opening by simply using the hands, utilising one of various modes of labelling such as scratchoff and/or double-layer marking.”

Flexible options The apertureMARK system uses either two or three-element panels comprising dates (1-31), months (Jan-Dec) and,

where applicable, years (generally a four-year range), on which end users mark the date of opening at the time it occurs. The panels can be incorporated into an existing label, feature as a smaller separate adhesive label onto either the bottle side, base or lid, or be attached as a swing or tie label to the bottle neck.

A perfect ‘fit’ for EVOO Spanish-born Martinez Roig is naturally an EVOO aficionado himself, and says it’s an ideal ‘fit’ for olive oil. And he certainly knows the olive oil scene: Martinez Roig has more than a decade of EVOO marketing experience and is also the creator/presenter of the unique, industry-specific seminar “Neuromarketing applications in the olive oil sector”, an initiative supported by the International Olive Council.

“Olive oil producers can benefit particularly from this system, because by using apertureMARK, consumers can consume their olive oil within the ideal time-frame to enjoy its maximum flavours and aromas,” he said.

“And if they did, by chance, find an oil was showing poor flavours, an opening date well in the past would show that it was not the product which was lacking in quality but that it was the result of a perishable product having been open for too long.

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14 • Australian & New Zealand Olivegrower & Processor • March 2014 • Issue 91

Packaging

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

The panels can be incorporated into an existing label, feature as a smaller separate adhesive label onto either the bottle side, base or lid, or be attached as a swing or tie label to the bottle neck.

“Producers can also benefit via product differentiation in the current crowded olive oil market: using the apertureMARK adds a unique additional value to their olive oil, by providing consumers with the knowledge of when their olive oil is at its flavoursome best.”

Local availabity Martinez Roig said that marketing research and packaging development is commonly lacking in Spain, the world’s largest olive oil producer, therefore the company is focusing its efforts in EU during the early launch stage of the product. Several large firms in Spain

and Portugal have already shown interest and are currently working with MarketingHuman on new packaging applications utilising the apertureMARK. The product is, however, available to Australian and New Zealand producers via a contractual arrangement with apertureMARK for use of the registered patented system.

The cost ranges from 0.5-1 Euro cents per label, depending on the quantity of labels and the scope of the company’s operations, and Martinez Roig is enthusiastic about working with olive oil producers to assist in ensuring that good olive oil is enjoyed at its absolute best.

We’ll bring you more from David Martinez Roig in coming editions of Olivegrower, including his fascinating article “Neuromarketing applications in the olive oil sector”, which offers essential knowledge for the successful sale of olive oils based on the detailed analysis of consumer behaviours.

Issue 91 • March 2014 • Australian & New Zealand Olivegrower & Processor • 15

Packaging

Reading the messages on the bottles Marketing the local industry

Nina Chalmers

Graphic Language Design Pty Ltd www.gldesign.com.au

Crisp, uncluttered and contemporary. At first glance, these words best describe the current look and feel of olive oil labels on Australian and New Zealand retail shelves and in online stores. The challenge is to make yours stand out.

There is no doubt that the manner in which your products are presented to the market will affect your sales. Your targets cannot be optimally achieved without a well-conceived corporate identity (logo and brand story), packaging design and effective marketing, working together and as a whole.

Your brand also needs to be applied consistently to your packaging and marketing material and website to maintain its strength and integrity in the marketplace. Having enjoyed the quality product within, you want people to remember your brand so that they can recognise it to purchase it again.

But there’s more to consider then just the look and feel of your brand. Both producers and their label designers are looking towards new developments in Australian EVOO label content that could potentially boost sales. These have more to do with marketing for the future of the local olive oil industry as a whole: informing consumers about their best health choices, and messages showing the true value of our quality local products.

Considering the premium quality of certified Australian and NZ EVOO, it’s not surprising that bigger producers are going all-out to celebrate their product’s origin, and why more smaller producers would benefit from following suit.

Cobram Estate celebrated Australia Day this year with a limited edition Australian flag on their infused series, and a notable new feature on their regular branding is the prominent positioning of the harvest date on the front label. This highlights the freshness of their product and adds value to it, just as the vintage date on a wine would do. They repeat the harvest date on the back label and describe the freshness of their product for emphasis.

We know that freshness is one of the key selling points setting Australian and NZ oils apart from imported brands, whose actual source and freshness cannot always be accurately determined. The mere fact that they are produced in our own backyards, as opposed to sitting at a port in the sun for weeks, makes their freshness worth celebrating.

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While country of origin has long been a mandatory requirement on food product labels, more recently there has been a notable increase in the emphasis which consumers place on the origin of their olive oil. With the excellent quality reputation of Australian EVOO internationally, it also makes sense to include the Australian or New Zealand certification logo in a prominent position, if your oil has earned that right.

Camilo Olives’ certified olive oil range clearly states ‘Product of Australia’ and also carries the Australian Extra Virgin Certified logo prominently on the front, without compromising the look and feel of their label design. The harvest year, batch number and mandatory ‘best before’ date are all included on the back. As owner Joan McGovern says, “All of that is in line with the standard, but we were doing that before the standard came in” – simply because it makes good marketing sense.

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In some cases, the specific origin of the olives has developed into the inclusion of specific geographical indicators (GIs) in olive oil label designs. While GIs have long played a role in wine marketing, this is a tool that could be more enthusiastically employed by olive oil producers keen to show off the suitability of their olive growing region.

GIs traditionally well regarded for wine production are now also being celebrated as olive growing regions because “the Mediterranean climate is ideal for growing both olives and grapes”, as The Hedonist Wines’ Walter Clappis notes. Fruit for The Hedonist Extra Virgin oil is organically grown, picked and pressed in McLaren Vale, where the olive trees serve as a protective wind break for The Hedonist’s vineyards. Similarly, Pukara Estate

16 • Australian & New Zealand Olivegrower & Processor • March 2014 • Issue 91

Packaging

EVOOs are produced and packaged on-site in the renowned NSW Hunter Valley wine region.

The export market The push to get the message out there about the high quality of Australian and NZ EVOO is not limited to local markets. Our oils have been winning awards both locally and internationally from Italy to Japan and the USA, so it is important for exporters to promote the origin of their product through other visuals cues, besides just stating ‘Product of Australia’ (or New Zealand) on the back label.

I am not advocating that you pop a naive illustration of a kangaroo, koala or kiwi onto a brightly coloured label and hope it will make a good impression in the overseas market. The days of ‘critter labels’ have thankfully passed, and with the emergence of a more sophisticated and informed middle class in Asia, for example, it is more beneficial to have an authentic brand that oozes quality, matching the product within, than the patronising export labels of the past.

That said, there are elements of typical Australian or Maori culture, for example the pointalist Aboriginal painting style, that work as beautifully on packaging design as they do on canvas, without being tacky or ‘crittery’. Pinnaroo Hill has referenced it beautifully in their contemporary packaging range and Illalangi have also had tremendous success with their intricately handillustrated labels.

We developed the Illalangi brand for all of John and Keryn Gorman’s wine and food packaging, which they keep consistent to ensure the strength of their brand. The artwork on the label depicts the Aboriginal myth of the Rainbow Serpent, a powerful symbol

of the creative and destructive power of nature. It is seen as the inhabitant of permanent waterholes and as in control of life’s most precious resource, water. The truth behind this brand story works so well because the olives are grown in the SA Riverland region, within view of the Murray.

Brand consistency Staying true to your brand and the story behind it is such an important factor when developing your corporate identity, which should then flow to your packaging and be backed up by your website and marketing collateral. If your olive oil is of excellent quality, your battle is half won. Getting consumers to pick it off the shelf among the plethora of other brands is the challenge, and often best met in collaboration with professionals.

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Issue 91 • March 2014 • Australian & New Zealand Olivegrower & Processor • 17

Packaging

2013 ONZ EVOO Awards – what makes a label the best?

With marketing becoming an increasingly important part of any successful olive oil business, the Best Label award has become a highly competitive and sought-after category of the annual Olives New Zealand EVOO Awards.

A creative and well-targeted label can reap great rewards in terms of increased profile and sales, and the labels presented for the 2013 competition showed that producers are well aware of the significance of the label as the front-line representation of their brand.

All NZ EVOO Award entries are automatically entered into

the Best Label award category and there were 50 separate label designs to be judged in the 2013 competition.

The winner of the mrlabels and print Trophy for Best Label was Matapiro Olives Estate Blends, with Boundary Gardens Peony Grove and Juno Olive Oil not far behind in the rankings.

And as feedback is a great way to learn and gain ideas, we thought we’d share the comments from Best Label judges Abbie Single, from sponsor mrlabels and print, and graphics designer Luci Firth, on the three category finalists:

Juno Eye-catching on the shelf. Good matching neck label detail to tie in the theme. Although not judged upon, the matching swing tag added interest and more information.

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Matapiro Great clean eye-catching design with lots of white space.

The design invites the customer to pick it off the shelf.

The pattern varnish adds texture, interest and protection against staining. Foiling of the logo adds another feature point and adds to the quality look achieved. The print and foiling are of a high standard. All required information is displayed in an easy-to-read format.

Boundary Gardens Good stock for the purpose. Eyecatching on the shelf. The distinctive wraparound design stood out and is great size for the bottle. All the required information is included. A clean design – different to traditional olive oils but suits the garden theme.

It gave a boutique look that made us want to find out more about where the olives came from.

Our thanks to Olives New Zealand executive officer Gayle Sheridan for providing the images and judges comments.

18 • Australian & New Zealand Olivegrower & Processor • March 2014 • Issue 91

Harvest outlook

In our annual round-up of the harvest outlook around Australia and New Zealand, in this edition we see how the season is looking in Queensland, New South Wales and Western Australia. And as we did in 2013, we’ve revisited the growers we spoke with last year to see how this year compares.

Queensland Edina Olives, Gin Gin Neville Smith has had a heartbreakingly bad run, with no commercial crop for the past four years. Like most of the growers in the district, he was washed out by flooding rains through season after season, and last year lost 100 trees to waterlogging.

2014 is, unfortunately, no better – but for the opposite reason.

“We’re in the middle of a drought and we just haven’t got any water. It’s really bad,” Smith said.

“There are quite a few small olive growers in the Bundaberg, Wide Bay and Burnett region but no one that I know has any olives. Not a commercial crop anyway.

“The local olive association folded because the growers all got sick of having no fruit.”

Smith’s frustration with the weather is completely understandable: after multiple years of flooding, he’s had no rain since January last year and the local Gin Gin Creek has run dry for the first time in 80 years. And to top it off they had heat waves.

“We had no flower and fruit set because we weren’t able

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Harvest outlook

to get any water to the trees through winter. There were no winter rains and not enough water in the dams to irrigate,” he said.

“We also had a couple of weeks of hot north-westerly winds when the trees were flowering, so we just didn’t get a fruit set at all.

“But that’s farming – and we’ve got 12 months till another season.”

Nearby, John Danahay’s in a similar position.

“We’re not too good this year,” he said.

“We had an abundance of flowers but we ran out of water in November so haven’t been able to water the trees. The olives shrivelled up in the heat and the wind blew them off, so we’ve only got about 80-100kg all up. That’s a fraction of the usual.

“We’ll do table olives only –and like last year, we probably won’t even unwrap the pressing machine.”

Worendo, Darlington Rob and Sue Overell had the same experience in 2012, with no crop whatsoever thanks to an October storm which took all the flowers and emerging fruit. They had slightly better fortunes in 2013 when, despite being bullied by the weather once again, they did have a modest crop.

2014 has, unfortunately, seen a repeat of 2012, with the potential crop again destroyed by storms.

“We get bad storms in spring here and if we strike it unlucky – which we did this year – they happen at flowering. We’re very marginal olive growing here at the best of times,” Rob Overell said.

“I’ve also stopped pruning a lot of the grove, so they’re huge trees and not cropping as efficienty as they could. We’ve still got a few hundred that we prune but we won’t even get enough to crush from them this year. We’ll just pickle them for ourselves.”

And it seems the story is the same for others in the region.

“There are not that many growers here but I don’t know of anybody who’s got a crop this year. It was a pretty standard wipe-out,” Overell said.

And while they would have liked fruit, at present they’re more interested in water at present.

“We’re desperate for rain,” he said.

“We had a good early rain pre-winter, which is unusual for us, but it’s our wet season now and we’ve had nothing for two months.

“At the same time, I had to spray for lace bug this year, which is also unusual here, because we had very hot, humid weather.”

So with no crop to harvest, the Overells are once again putting their energies into their annual Arts in the Olives Festival, held on Mother’s Day and now in its seventh year, and are happy to enjoy the setting provided by their olive trees.

“We’ve got a house in the middle and they’re just beautiful to look out on. We’re not going to rip them out, and they’re very good cattle fodder in the drought.”

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Roger Harrison has been pretty lucky over the past few years, with a “very good” crop in 2012 and around threequarters of that last year – despite 34” of summer rain.

This year is a very different story.

“We’ve got bugger-all this year. Some trees have a little bit of fruit, others won’t be worth putting a net under, with just the odd olive here and there,” he said.

“We’ll probably average 5-6kg per tree, compared with 30-35kg in previous years.”

Once again, Harrison says the weather is responsible.

“We had a wonderful flowering but there’s very little fruit on the trees. All I can put it down to is not really favourable weather for the couple of weeks in September when pollination was happening,” he said.

“It’s not about water, as we have no problems with water here. It’s been a pretty dry summer – about 3” in January then just under an inch in February – but a relatively cool one, so they haven’t need extra. Our grove is on a good sloping site with heavy clay, so they put roots down into the clay and get water pretty much when they want. We’ve been taking readings and they’re not stressed at all.”

Timing is also different this year, and harvest looks like being a frustratingly drawn-out task.

“We normally harvest in the first week of April and this year it’ll probably be mid-March. That’s probably because they’re more lightly laden, as we’ve found that in previous years,” Harrison said.

“About half of the trees that are very low-yielding have well and truly turned colour, and are ready to harvest now, but it’s

20 • Australian & New Zealand Olivegrower & Processor • March 2014 • Issue 91

Harvest outlook

not worth our while to go and harvest them as there are only a few dozen olives on each tree.

“It takes about 6kg to produce a litre of oil, so would take us a full day and we may not even get 100kg. For pressing you’ve got to have minimum of 200kg so it malaxes properly, and we’re going to have to work really hard to get that 200kg a day. I certainly don’t think we’ll be getting more than that.

“And it takes the same time to clean the press whether you process 200kg or 2000kg, so it’s terribly demoralising effortwise.”

Harrison’s still displaying his trademark optimism, however.

“Every once in a while you’re at the mercy of the elements.

We’ve had pretty good crops since the trees were five or six years old and this year maybe was just a combination of that bad weather at pollination and an off-year – which olives do have,” he said.

“And a lot of lovely growth has happened this year. The fruiting shoots are 500-600mm long and looking very healthy, and we’ve never had as many lovely shooting fruits like that.

For each of the last two years I’ve really pruned the trees and I’m very happy with the way they’re looking. I’d let them grow too tall and had a lot of dead-zone, and it may well be that part of the cost of that operation was getting a reduced yield of olives.

“It’s where we’re at, though, and it means we’ll probably have a few disappointed customers this year. We’re down to about 35L of last year’s oil, which is wonderful, as we’ve never sold our full year’s crop before. This year we won’t and from a marketing point of view, that’s good: we’re warning our customers that this year might be a little light on and they might buy up early.”

New South Wales Winjana, Tamworth There’s been no good news from Neal Mereau’s Tamworth grove for the past couple of years, with a heavily reduced crop in 2012 and hardly any fruit at all in 2013. Most disappointing was the loss of the Sevillano crop, which gained a first prize at the Sydney show in 2012.

Sadly, Mereau says they’re no better off for the coming harvest season than they were last year and, like many growers, bad weather at flowering seems to be the culprit.

“Flowering was reasonable for approximately 50% of our trees but there were hardly any flowers on the Manzanillos or the Sevillano,” she said.

“And fruit set was very poor, we think due to hot weather, wind and drought during spring.

“Continued drought has since affected the few olives we have – they have either fallen off or are pretty shriveled – as we’ve not been able to irrigate due to lack of available water.

“So in terms of quantity we don’t expect much, maybe 50–100kg.”

It’s a common story in the region, Mereau said, with many other growers also reporting a very poor harvest or no crop this year, and one which may well see some growers considering their future in the industry.

Rylstone Olive Press, Rylstone For Rylstone Olive Press, the past couple of years have been a rollercoaster ride. 2012 gave them the largest crop they’d had

Tamworth Rylstone Razorback

in a long time but then hot, dry winds during the 2013 flower set drastically reduced fruit set – a disappointing result which was reflected across the region.

And 2014, it seems, has followed an identical pattern.

“Flowering was good but fruit set just didn’t really happen,” said Rylstone’s Helen Baccye.

“We had really hot winds and dry weather, with no rain whatsoever, and we haven’t got water for irrigation. Ironically, though, it’s raining beautifully now.

“It seems to be everywhere in the region; everyone’s saying pretty much the same here, ranging from nothing to one grower predicting about 500kg. So way down to non-existent, and we’ll only get a 300-400kg at most from our 12,000 trees.

“Processing-wise, we’ve got bookings for about two tonnes all up and that’ll be about it. We might get a few others but it won’t be a lot and they’ll be small, maybe half tonne amounts.

It’s really very disappointing.”

Again, the weather throughout the 2013-14 growing season is responsible.

“It’s been appalling and very unpredictable. Nothing like we need for olive growing,” Baccye said.

“We did have rain at the right time but then the hot, dry weather messed that up.”

Harvest of what little fruit there is looks like happening pretty much to the region’s usual timing, with quality, Baccye said, still too hard to guess at.

“We’ve no idea at this stage. There’ll still be oil but we’ve got no idea what it will process like. Obviously we hope it will be good.”

(the weather) has been appalling and very unpredictable. Nothing like we need for olive growing” – Helen Baccye, Rylstone Razorback Olive Grove, Razorback Razorback’s Danny Fahri has also had changing fortunes in recent years. After a small crop in 2012 he had a very good harvest from his 600-tree grove in 2013, despite losing a good percentage of fruit to heatwaves. Nevadillo Blanco, Frantoio and Corigiolo were the standout varietals and he made both oil and sun-dried table olives.

2014, unfortunately, is a very different story.

Issue 91 • March 2014 • Australian & New Zealand Olivegrower & Processor • 21

Harvest outlook “Flower and fruit set weren’t bad, and we got probably 80% compared to the previous year,” Fahri said.

“But due to a long spell of very hot, dry weather, and not having the required amount of water to irrigate, we lost at least 50% of that crop.”

He’s also had a bad year with pests this year, with an increased incidence of olive fly which proved difficult and time-consuming to control.

And like so many other growers this year, it’s now raining in his part of the world. He’s hoping it doesn’t cause problems for his harvest, which he estimates will start in late March, a week earlier than usual.

Western Australia Third Pillar, Mumballup

Geraldton Donnybrook Mumballup

Third Pillar’s Ian Wildy has had things a little easier on his grove at Mumballup, south-west of Donnybrook. He had an average-sized crop in 2012 and a “pretty good” one in 2013, thanks to generally more even weather conditions throughout the growing season.

This year’s crop is looking similar to last year’s, despite a few left-field weather events early on.

“We had reasonable flowering but fruit set could be a bit less than expected. It’s hard to tell at the moment,” Wildy said.

“There was some heavy rain and strong wind during flowering that may have had an impact. Again, it’s a bit hard to say at this time but about the same as previous years. Maybe marginally less.”

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22 • Australian & New Zealand Olivegrower & Processor • March 2014 • Issue 91

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Harvest outlook

Otherwise, the region’s generally predictable weather cycle prevailed.

“We had about average winter rainfall but it was very dry in December, January and February. That’s not a bad thing because it reduces the potential for insect attack and disease like scale or anthracnose. “We’ve only had a minor incidence of olive lace bug, which crept into WA some years ago, possibly on seedlings imported from the east coast. It is surprising how it has spread to a number of locations in a relatively short period of time.

“We are lucky, though, that our average climatic conditions of wet winters and hot, dry (non humid) summers are ideal for growing olives.”

Wildy’s irrigation program was also the same as in previous years, and harvest timing looks like sticking to the norm as well.

“We always irrigate and are lucky enough to have the water to do so from a rain fed dam straight from the jarrah forest,” he said.

“And based on flowering time, and the time of stone hardening, we’ll harvest about the second or third week of May. Similar to previous years.”

Which leaves only the question of quality to ponder.

“There’s no reason for it not to be at least bronze or silver medal. Maybe even gold, but time will tell.”

As far as pests and diseases are concerned, Ryan said biggest issues are scale and, more recently, olive lace bug.

“Once upon a time you’d never see it but I’d say 50% of the groves I harvested last year had olive lace bug – and some didn’t recognize they had it,” he said.

“It won’t affect the quality but will affect the quantity, as it sucks the strength out of the tree. It won’t kill it but it will reduce the crop. And scale has been a real problem in some areas this year, as some let it get away a bit.”

Anthracnose is another worry, especially given its negative influence on quality.

“You don’t see it until crop is close to being ready, so I think people are making more effort to control Anthracose now that they realise it does affect the quality,” he said.

“To control it you have to do something at flowering – which is hard given that you don’t see it until just before you harvest - so a lot of groves have started taking precautionary measures.”

Other than that, Ryan said their quality is “always pretty good” and that harvest timing is looking pretty normal for the region.

“In northern growing areas they’ll start in March and down our way in mid-April, with the bulk of the harvest in May-June.

At this stage I wouldn’t see it doing any different.

“So at the moment everything looks ‘normal’ - whatever that is – and is looking pretty good at the moment.”

Preston Valley Grove, Donnybrook

Chapman River Olives, Geraldton

Mick Ryan’s Preston Valley Grove is a little further east and, like most growers in his part of the south west, the past couple of years have generally been pretty kind. The 2012 harvest saw “a pretty good crop” and 2013 a similarly satisfying result.

Things don’t look to have changed much with Ryan’s 2014 crop but many others in region are estimating a change this year – some set to harvest more and others less.

“Mine doesn’t look too bad. It’s a little bit hard to tell because the fruit is still the same colour as the leaves but I’d say we’re going to have a similar year to last year in terms of tonnage,” Ryan said.

“From talking to people booking for processing this year, though, I’d say across the board people around here have got a bit less than they had last year generally. Last year everyone had a lot of trouble getting fruit off the trees and quite a bit was left on, so that’s set it up for a year that wasn’t quite as good as it could be.

“We’ve got absolutely no idea why it wouldn’t come off. We did some trials on some of the groves in August-September and a bit more was coming off but not much – and a lot of it just wasn’t ripening. A lot of people got the tonnage they expected but there was still a lot on the trees.

“Some others harvested small quantities last year and they’re looking at bigger quantities this year. So there is a bit of biennial behavior in it but it’s not consistent.”

Ryan said overall it’s been a very dry summer in the region, with no rain to speak of since November, but that things have flowed along pretty steadily throughout the growing season.

“Most people found flower set pretty good - a little inconsistent but generally pretty good,” he said.

“And while it’s very dry, so some of the trees are looking a bit stressed, there’s nothing major to worry about. Quite often we get a little bit of rain in November/December but not this year, and we’ve had none to date in 2014. It hasn’t been quite as hot, though – not many days over 40 – and the nights have been cooler than they normally are at this time of year.”

The past couple of years have been variable for Maree and Russell Lewis, who grow the fruit for their Chapman River brand in the state’s midwest. Early ripening trees and sporadic fruiting saw a drawn-out harvest but overall a fairly satisfying result – particularly quality-wise, with wins at both the Perth and Sydney shows in 2012, and consistent silvers at the 2013 Melbourne, Perth and Sydney royals.

This year production is substantially lower, partly due to the trees being in their ‘off year” but also from a lack of moisture from the sky.

“Flowering was a bit down, but we have a two-three-one cycle so we are expecting that,” Maree said.

“Fruit size is also down this year, as we haven’t had as much rain. This latest crop has come through a very hot summer with many days over 40, and little summer rain.

“And while trees are irrigated, no irrigation will ever make up for a good rain.”

On the up-side, they’ve had little pest and disease issues and say the fruit is looking fabulous.

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Issue 91 • March 2014 • Australian & New Zealand Olivegrower & Processor • 23

Organics

Glyphosate: health and enviro effects

By Andre Leu, Biological Farmers of Australia

Glyphosate is the active ingredient of many common herbicides used in farming and gardening. These products have been promoted as quickly biodegradable and non-toxic.

Consequently, glyphosate is sprayed on roadsides, footpaths, and in schoolyards and sports fields, exposing people to drift and residues. It is bought and used without protective clothing because it is deemed ‘safe’. It is sprayed in environmentally-sensitive areas in the belief that it is not toxic and or residual.

I continuously hear primary industries officers and agricultural specialists telling farmers that it is not necessary to wear any protective clothing because it is harmless.

Unfortunately, the facts show this is not the case. While pure glyphosate has a low acute toxicity (the amount needed to cause death), when sold as a commercial herbicide it is combined with surfactants and other ingredients to make it more effective. Studies show that the commercial products can be three times more toxic than pure glyphosate.

Health problems While it is promoted as safe even to drink, researchers have found that drinking 200mm of commercial glyphosate products is fatal.

Survivors suffered a range of severe health problems, including intestinal pain, vomiting, gastrointestinal tract erosion, pneumonia, lung dysfunction, destruction of red blood cells, abnormal electrocardiograms, low blood pressure, kidney and larynx damage.

Damage to the kidneys and the lungs is usually permanent, the scar tissue formed ceasing to perform the organ’s normal functions.

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In California, where there is a mandatory system of reporting pesticide poisoning, glyphosate is the third most common cause of pesticide illness in farm workers. It is the most common form of reported pesticide poisoning in landscape gardeners.

Two separate studies in Sweden have linked exposure to glyphosate to Hairy Cell leukemia and non-Hodgkins lymphoma.

These types of cancers were extremely rare, however non-Hodgkins lymphoma is the most rapidly increasing cancer in the Western world – up by 73% in the USA since 1973. Another study has found a higher incidence of Parkinsons disease among farmers who used herbicides including glyphosate. Other studies show that glyphosate and commercial herbicides containing glyphosate cause a range of cell mutations and damage to cell DNA. These changes are usually regarded as precursors to cancer and birth defects.

Reproductive effects Studies show that exposure to glyphosate is associated with a range of reproductive effects in humans and other species. Research from Canada linked a father’s exposure to glyphosate to an increase in miscarriages and premature births in farm families.

Glyphosate caused a decrease in the sperm count of rats and an increase in abnormal and dead sperms in rabbits. Pregnant rabbits exposed to glyphosate had a decrease in the weight of their babies.

Residues Glyphosate herbicides are promote as environmentally-friendly or benign, said to break down quickly in the environment.

The facts show otherwise. A report from The US Environmental Protection Agency states that glyphosate is “…extremely persistent under typical application conditions”. It is one of the most residual herbicides, with studies in Sweden showing that one application can last up to three years.

In warmer climates, it can take less than a year for glyphosate to degrade. However, when it breaks down it does not disappear into harmless basic elements. It degrades into an even more residual compound called aminomethylphosphonic acid (AMPA). While AMPA has a low acute toxicity, the studies conducted on this compound show that it damages the livers and bladders of rats.

Unfortunately, very few long term health and environmental studies are conducted on the breakdown products of synthetic chemicals.

Residues of glyphosate have been found in a variety of fruits and vegetables. This is because it readily moves into all parts of a plant.

As it is inside the plant tissues, it cannot be washed off.

Residues can be detected long after glyphosate treatments have been made. One study found residues in lettuces five months after treatment of the field. Thelettuce seedlings were planted four months after the field was sprayed for weeds and absorbed the glyphosate from the soil residues.

A WHO study revealed significant glyphosate residues in wheat after harvest. Milling did not remove it, as it moves into the plant and the wheat seed. The study also showed that cooking does not break down glyphosate.

Environmental effects Glyphosate is very toxic to fish and other aquatic organisms.

Concentrations as low as 10ppm can kill fish. Daphnia, an important part of the aquatic food chain, especially for fish, can be killed by as little as 3ppm. It should not be used near waterways or drains.

24 • Australian & New Zealand Olivegrower & Processor • March 2014 • Issue 91

Organics

Glyphosate is extremely toxic to soil life. One application can cause a dramatic plunge in the number of beneficial soil microorganisms and arthropods. Studies show a reduction in the species that build humus, contributing to the decline in soil organic matter.

Glyphosate significantly reduces the activity of nitrogen-fixing bacteria. These bacteria transform soil nitrogen into forms that plants can use. Studies of soybeans grown for nitrogen fixation showed a reduction in the number of rhizobium bacteria and the nitrogen they produce when glyphosate was used for weed control.

Other studies show that glyphosate herbicides increase the susceptibility of plants to diseases. This is partly because it reduces the growth of mycorrhizal fungi and other beneficial fungi that help plants absorb nutrients and help fight disease. There is also an increase in the soil pathogens and a decrease in beneficial species that control diseases after an application of glyphosate.

Glyphosate exposure damages or reduces the populations of earthworms. A New Zealand study showed that 5% of the usual application rate caused delayed development and increased death in earthworms. Glyphosate reduces populations of small mammals and birds by damaging the vegetation that provides food and shelter for these animals.

The populations of all of these living organisms can take years to recover due to glyphosate’s persistence in the soil.

Spray drift Glyphosate spray drift from both ground and aerial applications has been measured 400-800m from the target site. Studies have shown that glyphosate drift will cause more severe and extensive damage than many other herbicides. This is because it is a broad spectrum, non-selective herbicide and it is transported throughout the plant causing damage to the unexposed parts. This damage, when it does not kill the plants, can last for many years.

Drift 1000 times less than the usual application rate has been shown to damage surrounding vegetation, including the killing of wild plants. Hence it should not be used in national parks and environmentally sensitive areas for weed control.

Genetic engineering The use of glyphosate is expected to increase substantially in the next few years due to new “Roundup Ready” genetically engineered (GMO) crops. This expected increase in use has resulted

in an application for the MRL (residue level) for glyphosate to be increased by 200%. This is due to GMO herbicide tolerant crops using more chemicals, not less as is claimed. These crops cannot be legally sold in Australia under the present residue levels, as the increased number of sprays will mean higher residue levels.

This demonstrates that glyphosate is residual - if it is rapidly degraded and leaves no residues, why is there a need for such a large increase in residue levels?

The persistent nature of these residues in GMO food crops supports mandatory labeling of all GMOs. We need to have freedom of choice to avoid foods we believe contain residues of toxic chemicals.

This is another good reason for eating organic foods.

Conclusion Glyphosate is widely used in the mistaken belief that it is harmless, safe and readily breaks down leaving no residues.

Consequently, it is sprayed in public areas while people are present and by operators without protective clothing. These people are exposed to the drift of this herbicide. The facts show that glyphosate causes a range of health problems to humans, plants and animals, it causes environmental problems and that it is highly persistent. It is time that the widespread use of this toxic chemical on roadsides, footpaths, parks, gardens, schools, farms, forestry, national parks etc was stopped or highly restricted.

Acknowledgements and references: Caroline Cox, Journal Of Pesticide Reform, Fall 1998, Vol.18, No. 3, Updated 01-02, Northwest Coalition Against Pesticides, Eugene, Oregon.

Lehmann V. and Pengue W. (2000), Herbicide Tolerant Soybean: Just another step in a technology treadmill? Biotechnology and Development Monitor. September 2000.

Nordstrom M. et al, (1998), “Occupational exposures, animal exposure, and smoking as risk factors for hairy cell leukaemia evaluated in a case-control study,” British Journal of Cancer Vol. 77 (1998), pgs. 2048-2052.

Hardell L. and Eriksson M. (1999), “A Case-Control Study of Non-Hodgkin Lymphoma and exposure to Pesticides,” Cancer Vol.85, No. 6 (March 15, 1999), pgs. 1353-1360.

This story was contributed by the Biological Farmers of Australia (BFA) Group (www.bfa.com.au), a non-profit representative group providing education, promotion and training for the organic industry.

Issue 91 • March 2014 • Australian & New Zealand Olivegrower & Processor • 25

New Zealand

NZ Focus Grove Project aims for industry viability The Olives New Zealand (ONZ) executive is embarking on a major research initiative, and has submitted a proposal for funding from the Sustainable Farming Fund for a Focus Grove Project.

Sub-titled Improving and Sustaining Olive Production in New Zealand, the project as proposed will commence in August 2014 and end in August 2017, however has already commenced its initial set-up stage.

Background ONZ executive officer Gayle Sheridan said the project stems from a realisation that, while there has been a significant investment in establishing olive groves in New Zealand, and the industry is producing a world-leading product, it continues to struggle with financial viability.

“The key driver for the project is that most olive growers are having difficulty in gaining the projected return on their investment,” Sheridan said.

“Currently there are approximately 300 olive groves in New Zealand covering 1600+ hectares, averaging a maximum crop of four tonnes/hectare.

The international comparison is 10+tonnes/hectare. Our low production figures knock-on to the cost of producing the oil and this in turn onto the required return or sales price required.

“The Focus Grove Project therefore aims to ascertain which specific olive grove practices will help growers achieve a position where groves can consistently average 10 tonnes of fruit per hectare.

In short, our primary objective is to make commercial olive growing for extra virgin olive oil extraction more economically viable.

“Other indirect benefits from the project include a benchmark for fruit production of the specific variety, to be then used for other varieties to assess their suitability; and a benchmark for fruit production at varying levels of latitude.”

“The cost for many growers to produce a litre of NZ EVOO is $15 for just harvesting and processing,” she said.

“There is also some consumer resistance to the pricing of New Zealand ‘artisan oils’, prices for which are driven by production and processing costs.

“We must be able to do better to have viable businesses.”

Project outline Directed by ONZ in partnership with Plant and Food Research, the project will use tree physiology specialists to review crop management practices on an annual basis. The three-year project term will enable effective measurement and review, with ongoing recommendations for improvement, and will fill a research void currently in existence in the field of commercial olive growing.

The project will involve six olive groves and a standard olive variety (Frantoio), grown in the main olive growing regions of New Zealand. An orchardist expert from Plant and Food Research will establish a baseline for the pilot groves and provide initial advice on spraying, fertilising, pruning and irrigation if required.

Through regular follow-up visits by the expert, ongoing improvements will be made to the grove management regime and an annual measurement of olive production made.

Focus regions and groves • South Auckland – Simunovich • Hawke’s Bay – Matapirio and Aquiferra • Wairarapa – Leafyridge • Nelson – Kakariki • Canterbury – Bel Hamed

Measurement data Current issues Sheridan said the low crop loads achieved in New Zealand groves adversely affect economies of scale in terms of processing costs.

The baseline for each olive grove block will be established by reviewing test data on soil and tree health, measuring canopies and establishing 2013 crop loads.

26 • Australian & New Zealand Olivegrower & Processor • March 2014 • Issue 91

Each grove taking part has two blocks of Frantoio trees set aside for the project.

One block will be the control/usual practice block and the other will be the experimental block.

Some comparisons will be made between groves, but the major comparisons will be between the control and experimental blocks on a single grove.

The project will compare productivity of the control and experimental blocks and detail: • canopy sizes • pruning methods and frequency • fertiliser methods and amounts • irrigation methods and control • grove hygiene (grass and weed control) to maintain canopy health • spray regimes • overall crop load.

Focus grove locations The six focus groves involved in the study are: • South Auckland – Simunovich • Hawke’s Bay – Matapirio and Aquiferra • Wairarapa – Leafyridge • Nelson – Kakariki • Canterbury – Bel Hamed.

Outcomes Sheridan said the project will inform and guide olive growers on how they can achieve and sustain their level of fruit production at an economic level.

“This will cover best practice in all aspects of grove operations and management that will increase productivity and provide sustainable profitability,” she said.

“The key outcomes will be: an understanding of best practices in relation to all aspects of olive grove operations and management under New Zealand maritime conditions. measurement and analysis of olive

New Zealand

grove practices that will ultimately lead to better decision making, improved productivity and profitability and industry wide knowledge. establish reliable, consistent and accurate information that will be available to current and future olive growers. increased export potential. The industry is already successfully exporting modest volumes of olive oil to a number of countries and increased production has the potential for a significant increase in exports. increased table olive production. New Zealand also has conservative table olive production constrained by levels of suitable fruit. Through understanding how to increase fruit production this will enable expansion of table olive production and allow better availability of a local product to the New Zealand consumer.

Funding Sheridan said the project is critical to the future of the New Zealand olive growing industry, it’s importance clearly demonstrated by the substantial commitment to the project through the participation and contributions, both financial and in-kind, from the focus grove owners, regional groups and Olives New Zealand Inc, and numerous industry suppliers. This includes: operational costs of the project – labour, testing, sprays, irrigation, etc – being borne by the focus grove participants fertilisers being provided by industry supplier Mantissa project and financial administration provided by Olives New Zealand monitoring and review work to be carried out by Plant and Food Research to be covered by the Sustainable Farming Fund grant, if obtained. The estimated cost for the three years is around $145,000 and Olives New Zealand is expected to contribute 20%.

Sheridan said some of this latter cost must be met by regional contributions, and that Canterbury and Hawke’s Bay have already committed $1500 each.

Approximately $15,000 is required from additional regional contributions and/or sponsorship by other industry participants. The balance will then be met by Olives New Zealand.

An investment in the future ONZ has identified that without change in the New Zealand industry, there will be further retrenchment of existing olive

Focus Grove Project (FGP) – fast facts • FGP commences August 2014, ends August 2017 • NZ groves currently average a maximum crop of four tonnes/hectare • internationally groves currently average 10 tonnes+/hectare • FGP will be directed by ONZ in partnership with Plant and Food Research • involves six olive groves and a standard olive variety (Frantoio), grown in the main NZ olive growing regions • each grove will have experimental and control blocks • baseline for each grove block established via test data on soil and tree health, measuring canopies and 2013 crop loads estimated total cost $145,000 • funded by (financial and in-kind) focus grove owners, regional groups, ONZ and industry suppliers additional funding sought from Sustainable Farming Fund, TBC

groves. There is anecdotal evidence of large groves being pulled out across most regions, as well as a growing number of inactive groves. This is supported in the reduction in the volume of olive oil certified annually via Olives New Zealand . Increased levels of production will no doubt result in more certified olive oil, enabling increased funding for consumer education on the benefits of NZ certified EVOO and the quality assurance associated with olive oils bearing the OliveMark.

“The expected improvements in production costs will also enable a lower cost of procurement to the consumer and will result in increased demand in NZ EVOO, both locally and within export markets,” Sheridan said.

“A more vibrant industry sector into the future with then also produce other beneficiaries, ranging from New Zealand retailers and consumers, regional workers, industry contractors and suppliers, and local and government authorities.

“And finally, best practice methodologies will result in applied better practices in relation to efficient use of the land, appropriate use of fertilisers and sprays, improved soil and tree health, an aid in mapping efficient and effective water use and overall better production footprint.

“These factors will all add to a better and sustainable environment.”

National reach Sheridan said that while the project involves a pilot of Focus Groves established in the main diverse growing regions, the study will flow-on to and benefit all growers nationally within a relatively short time-frame.

“The project will be formally introduced to members and others at the Olives New Zealand Conference in March 2014, although the success or

otherwise of the funding project will not be known at that stage,” she said.

“The results will be communicated on an ongoing basis to the wider olive industry via regional field days on the focus groves, supported by member newsletters and conference presentations.

It will also be reported to broader stakeholders via the Australian and New Zealand Olivegrower & Processor magazine.”

We’ll bring you updates on the project, and the funding bid, in both Friday Olive Extracts and Olivegrower & Processor in coming months. Olives New Zealand members can also download an information sheet on the project from the organisation’s website: www.olivesnz.org.nz.

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

Issue 91 • March 2014 • Australian & New Zealand Olivegrower & Processor • 27

Business

Media savvy marketing Part 2: image is everything 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 2 of this feature series we look at image libraries: what to include, sourcing images and how to get them organised.

In the last edition we looked at marketing via media opportunities – how to identify them, and the need to have good, relevant information prepared and at hand when they arise. An article about your company can promote both sales and brand awareness but when it comes to gaining reader attention, you’ll get far more ‘hits’ if it’s accompanied by a great image.

So what is a great image? It’s a high-quality, well constructed shot that is relevant to the subject and represents you and/or your products and business. And a collection of them, organised and filed into an easily-accessed image library, translate into valuable marketing materials for your business.

Relevance To ensure you can provide images relevant to the subject, you need a range of images on file covering the various aspects of your business: people, products and place. Key personnel and bottle shots are a given, as are images of your grove and farmgate shop, especially if it’s a dynamic design or in a picturesque location. And anyone with a good set of images of their business “in action” would be a top choice for an article on some aspect of production operations: quotes about processing procedures are helpful shared advice but if you’ve got images to run with them, you’re an editor’s dream.

Quality For those of us in publishing, this is the big one. The introduction of digital cameras means more people are now choosing to take their own images. Unfortunately, however, they don’t always have the technical knowledge to ensure those images are as good as they could be. The rise of the

People are faces, so make sure they’re readily identifiable, in full view and well lit.

internet, which is less demanding than print production, also means people are accepting lower quality images as the norm.

So while digital equipment gives us the capacity to produce higher quality images than ever before, publishers are increasingly receiving dismally low quality pictures – most of which we just can’t use. A low quality image may look great on your computer screen but it will turn to visual mush in print. So the golden rule is always provide highresolution, uncropped originals.

‘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 28 • Australian & New Zealand Olivegrower & Processor • March 2014 • Issue 91

Business

What is a great image? It’s a high-quality, well constructed shot that is relevant to the subject and represents you and/or your products and business - sent at high resolution and ideal for print.

Why uncropped? Because when the average photo editing program crops an image, it reduces the image size and lowers the resolution. Resolution refers to the ‘dpi’ or dots per inch, so if you reduce an image from 600 dpi to 300 dpi, you’re basically halving the amount of information in each inch of image. The rest gets filled in with white space, giving you a blurry, poor quality picture.

So if you hate the background but love the photo when it’s cropped a certain way, by all means suggest that when you send it through. But don’t do it yourself, the publishing team can do it better. They know the style of image they want, the space they have to run it and the other elements on the page they need to work with - and most importantly, their professional software program can crop your image without affecting the quality.

Attachments The other important element to retaining image quality is how you send your images, and the golden rule here is always send original files as attachments. When you use the ‘send as email’ option your image is reduced in size and sent in the body of the email or as a smaller attachment.

The reduction in size also reduces the quality and again, they won’t reproduce in print. Sending original images as email attachments retains the properties – and therefore the quality - of the original files.

And if you’ve got a lot of large file images to send, be aware of the capacity of most internet servers and send them individually. Better still, look into one of the free filesharing services like Dropbox to ensure you don’t jam the recipient’s server with a barrage of oversized emails.

Issue 91 • March 2014 • Australian & New Zealand Olivegrower & Processor • 29

Business

Always send original files as attachments. When you use the ‘send as email’ option your image is reduced in size and sent in the body of the email or as a smaller attachment. Even at this reduced size, the print reproduction is terrible and an editor would not use it.

Always provide high-resolution, uncropped originals.

Why uncropped? Because when the average photo editing program crops an image, it reduces the image size and lowers the resolution, as seen here. A professional can crop the image without any loss of quality.

Quality also relates to what’s actually IN the photo – especially when it’s people. If their backs are to the camera, don’t send it. People are faces, so make sure they’re readily identifiable, in full view and well lit, and not hidden by sunglasses or wide-brimmed hats. And if you can’t provide names for the people in the image, don’t send it. You don’t represent your business with nameless people and neither will an editor.

Organising your image library It’s no good having great images if you can’t find them. In reality, though, most people’s ‘image library’ is just a mess of unidentifiable photos lying somewhere in their computer.

Creating an easily-accessed image library is just a matter of getting organised and setting up a practical filing system which works for you.

The day after a regional awards dinner, Bill Jones downloads his camera and finds some great shots he

could use to promote his business, Jones Olive Oil. It’s the impetus he needs to start organising an image library.

So let’s take Bill through how to go about it, step by step: • c reate a new folder in your Pictures file and name it ‘Jones Olive Oil images’ • open that folder and create a sub-folder, name it ‘2013 Mornington EVOO Compeition’ and download the images into that folder • c reate a text document and save it into the sub-folder with the images • look at each image and re-name it with a suitable descriptive name – e.g. ‘Morn13-Best C1’ • a dd the relevant information for each image to the text document – e.g.

Once Bill does this with all of his images, he ends up with a Media images folder with a number of subfolders - 2011 Harvest, 2012 Gourmet Weekend, Product shots, Personnel etc. Each of those contains images filed by easily-recognised descriptive names, along with a text document (or spreadsheet, if you prefer) with all the relevant information for each image.

And the next time he gets a phone call from a journo wanting input for a story, it takes Bill less than 10 minutes to source a couple of relevant images and all the necessary details to go with them, and send them through. When the magazine comes out, his images make up half the total space of the article. That’s great promotion – and the value of a well-organised image library.

We’ll bring you part 3 of this feature series in the June edition of Olivegrower, where we continue our look at image libraries with a focus on the sourcing of images to promote your business.

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

30 • Australian & New Zealand Olivegrower & Processor • March 2014 • Issue 91

Business

Which oil or fat is best for cooking?

After a conversation among colleagues, dietition Kara Landau (AKA the Travelling Dietitian) decided to explore this popular topic. In particular, she looks at extra virgin olive oil vs coconut oil, the latest ‘flavour of the month’ ingredient. It’s great, user-friendly information which she shares here with Olivegrower readers.

Kara Landau

Accredited Practiving Dietian and Nutritionist www.travellingdietitian.com

For those of you who don’t know me, I like to weigh up both sides to an argument around the inclusion or exclusion of a particular food, and then find a happy medium when drawing a conclusion. I find this ensures we are sitting on the safe side of practices, while still being aware of the potential new information and health claims that are increasing in evidence to argue the case of the ingredient inclusion in the diet.

So after sitting quietly watching a range of health advocates or self-proclaimed experts push the coconut oil case to a new extreme of biased, I thought it was time to weigh in on a few facts and make reference to some of the claims I keep hearing:

• Coconut oil has a higher smoke point than olive oil and therefore doesn’t turn rancid or oxidise when you cook it at high temperatures.

• Coconut oil is higher in saturated fats and therefore is more heat stable than your other oils.

• All saturated fats are more heat stable and therefore should be used for cooking. This claim also encompasses butter, lard and ghee … and includes claims around them being “natural”, containing fat soluble vitamins, and not being high in the ever-so-deadly omega 6 polyunsaturated fatty acids.

All right, so just to make one thing clear from the word go, I am not anti-coconut oil and I am not opposed to someone using a tablespoon of butter here and there. I do, however, want to clarify a few things in support of sticking with the foreveracknowledged benefits of olive oil, and the reason why you can obtain these benefits even when you are cooking (and in case you don’t want every single thing you cook to have a tinge of coconut flavour with it!).

The EVOO difference For this discussion, I also want to clarify that I am referring to high quality extra virgin olive oil rather than olive oil in general. This is due to it having a slightly different set of antioxidants present, which actually affect its heat stability.

Issue 91 • March 2014 • Australian & New Zealand Olivegrower & Processor • 31

Business

Extra virgin olive oil is predominantly made of monounsaturated fats, which are more heat stable and less likely to go rancid than your poly-unsaturated fats (which are often the predominant fat type in many of the cooking oils people compare coconut oil’s use to).

Virgin and extra virgin olive oil also contain a range of antioxidants, including tocopherols and phenolic compounds. These antioxidants actually help protect the oil from oxidising when it is heated.

Once over a particular threshold, however, they can be damaged, and the benefits they could have provided are destroyed. From my research, polyphenols are more heat resistant that tocopherols (I’m yet to find a credible article with an exact temperature to make reference to, hence the lack of specificity on my behalf).

The tocopherols, which are often grouped together and collectively termed Vitamin E, work their magic as antioxidants by reacting with the free radicals that are formed as a result of the poly-unsaturated fatty acids being heated, and unstable products becoming present.

This reaction between the unstable free radicals and Vitamin E results in more stable products being formed, and prevents the oxidative chain reaction that otherwise could take place (which again is the general argument against consuming heated polyunsaturated fat rich oils).

So as you can see, the mono-unsaturated fatty acids, and the antioxidants that are present in extra virgin olive oil, are already playing a big part in their protection from being unstable when cooked.

Smoke point and temperature After a lot of internet scanning, I decided to use as a reference a table of smoke point values for common oils and fats providede on Mark’s Daily Apple (www. marksdailyapple.com). **Note: for those that are on the other side of the nutrition world, these smoke points did seem to ref lect most of the tables I found elsewhere anyway.

Now, for further assessment, I went and tried to clarify what approximate temperatures are classified as high, medium and low on a stove top, to ensure that we are all clear on the actual temperatures that are commonly used in home cooking.

Most information drew the same conclusion, that a medium to high heat was around 375-400 degrees Fahrenheit or around 200 degrees Celsius. The type of pan or pot you select to cook with will ultimately affect how much heat is transferred to the oil and food that you are cooking with, but let’s stick with these numbers as a base.

Cooking methods Most of the articles that discuss the heat stability of oils, refer to shallow fried and deep fried foods, as well as place a focus on longer duration cooking times (i.e. the oils being exposed to high heats for an extended period of time, rather than just a couple of minutes).

It should be noted that shallow frying foods expose the oil to more air, and for longer, than some other modes of cooking with oil; and that deep frying food often results in the oil being heated and then cooled multiple times (at least that is often the case when eating out as opposed to at home) which comes with its own set of negative health effects.

If you look at the numbers in the table regarding smoke points, and we take into consideration the actual temperatures that people use at home for cooking, you can see multiple things: •C oconut oil does not sit higher than the high quality extra virgin olive oil in regards to smoke point.

• T he smoke point of high quality extra virgin olive oil does not seem to be below the medium to high heat cooking temperatures that people are using anyway.

So with this in mind, I draw my personal conclusion: you can cook with a high quality extra virgin olive oil.

Other considerations I think there are a few extra suggestions that should accompany this conclusion, however: •D on’t put your stove top up to a super high heat, just keep it on a medium heat.

• Try not fry your food for multiple reasons, heat stability of the oils merely being one factor. For example, why not just bake your meat or vegetarian patties to have as a burger or with a salad and avoid this whole dilemma?

• Fats oxidise as they are exposed to air and light, therefore storing your oil in a cool and darker part of your pantry, rather than on the bench top, can also assist in maintaining the freshness of the oil, and preventing unnecessary oxidation.

• Use a non stick pan and perform most of your heating prior to adding a bit of oil for flavour closer to the end of the heating process. This way you are not exposing the oil to heat for such an extended period of time.

• Mix it up and use some of the other oils. Why not sometimes use the other super high mono-unsatured fat oil, avocado oil?

So there you have it, Travelling Dietitians’ thoughts on which oils to cook with.

Conclusion I am aware that you will lose some of the nutritional benefits of the extra virgin olive oil through the heating process, however as a whole, it certainly isn’t “toxic”, and you still would be benefiting from the mono-unsaturated fats that it has to offer, and know that you are not going to have every piece of meat or vegetable (or whatever it is that you are cooking) taste like coconut (and this being said by someone who actually really does like coconut!).

I hope this article proves useful to you and is clear. Feel free to pass it on the next time someone asks you about cooking oils.

Kara Landau is an accredited practicing dietitian and nutritionist, and founding manager of Corporate Nutrition Melbourne, through which she is a consultant brand ambassador for healthy products within the food industry.

For more information and contact details go to: www.corporatenutritionist.com.au.

32 • Australian & New Zealand Olivegrower & Processor • March 2014 • Issue 91

Talking points

Small fruit, big problem: let’s talk about shotberries Amanda Bailey

The Olive Centre ph: 07 4696 9845 amanda@theolivecentre.com.au www.theolivecentre.com Harvest brings up a lot questions. A multitude of unexplained conditions are discovered by growers inspecting the grove and their crop in readiness for the coming harvest. In this and the next edition, I’ll talk about several of the more puzzling – although relatively common – ones which I receive enquiries about pretty well every year.

I was recently contacted by a grower with this description of a problem with their olive fruit this season: “We have experienced a problem with our olives. We had a leaf and soil test done and all is within the right parameters. The trees flowered extremely well, however in most of the trees although the flower did set the fruit has not grown properly. In fact, it seems that only one out of every 1000 fruits has set properly.

“And intriguingly, the small fruit does not drop off but has increased in size to about 4mm only and appears to have stopped at that size. This is getting progressively worse and we are desperate to find an answer. Can you help?”

Luckily, I could. The grower has shotberries.

Varietal variations

Shotberries are small, unviable olive fruits that will grow to a maximum of about 4mm. They are also known as ‘chicken fruit’ or ‘parthenocarpic fruit’. There is usually an abundance of affected fruit on each tree, with only about 1% of normal size.

The condition is more likely to occur in certain olive types, with varieties including Manzanillo and Sevillano more prone to shotberries.

A study of pollination by Hartmann suggests tree vigour may also be related to the production of shotberries. Trees with greater vigour tend to have a greater incidence of shotberries.

What are the symptoms?

Long-term effects

Lots of small, unviable fruit which, interestingly, mature earlier than normal olive fruit. Normal fruit on the tree is also generally in the minority percentage-wise.

Unfortunately, a poor overall crop and frustratingly small berries is not all growers need to deal with when hit by shotberries. If the crop is greatly reduced because of shotberries, a very heavy crop is likely the next season. In many cases this sets the grove up for continuing extreme alternate bearing, with a heavy crop one year followed by a very light crop the next.

So what are shotberries?

Why does it happen?

The development of shotberries is thought to be a pollination issue, but they are usually caused by adverse weather conditions during the flowering/pollination process. It’s usually brought about by a hot, dry spell but a cool, wet spell can also have this effect.

Basically, it happens when conditions are either hot and dry or cold and wet, coinciding with the pollen having not reached the flower ovule and therefore not being able to set properly because it is not yet strong enough. It’s well known that olive flowers are very sensitive to adverse weather conditions, and shotberries are a prime example of how easily affected they are. A lack of boron may also have contributed.

The situation often creates a 3–5 year affected period for the trees: the shotberry year is generally followed by a very heavy fruit set and frequently then brings on alternate-bearing issues.

Prevention To reduce the impact of shotberries, growers may want to consider exploring more cross-pollination options in the grove to reduce alternate bearing. Are you growing only one cultivar?

There’s a substantial risk for any varietally-influenced condition in that, and you may want to think about grafting some of your grove or replacing older trees with new varieties.

Also track the weather to identify any adverse conditions during flower development and bloom. Could you have countered them?

To mitigate future shotberry loss – and the potential flow-on effects - it may be worth developing a contingency plan for your grove with a specialist olive consultant.

Issue 91 • March 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 …

More evidence links EVOO with strong bones Results of two newly released studies support the belief that eating olive oil helps strengthen bones. The incidence of osteoporosis is known to be lower in the Mediterranean, famous for its traditional diet rich in olives and olive oil, and the studies reveal new theories as to the mechanisms involved.

A two-year study by researchers from Madrid University found that people who consumed more olive oil had higher levels of osteocalcin, a protein secreted by bone-forming cells. High levels of osteocalcin are a marker of strong bones.

One resulting theory is that osteocalcin may help prevent insulin

resistance, where the body becomes immune to the effects of the hormone, a condition previously linked to weaker bones.

A second study by researchers from the University of Athens found that a diet high in olive oil was linked to healthier bone density in women throughout adult life. Low levels of red meat consumption were also a factor in this result.

The researchers believe the antioxidants found in olive oil may be responsible.

Source: www.dailymail.co.uk.

EVOO consumption can boost IVF success rate A study by the Harvard School of Public Health has found that olive oil consumption can increase the chances of successful in-vitro fertilization treatment.

The study investigated the effect of dietary fat (classified as total, saturated, monounsaturated, polyunsaturated, omega 6, omega 3 and trans) on a range of preclinical and clinical outcomes in women having IVF. Results showed that the intake of saturated fat was inversely related to the number of mature oocytes (eggs) retrieved, while polyunsaturated fat consumption was inversely associated with early embryo quality.

Most importantly, however, fat consumption was also associated with clinical outcomes. And higher intakes of monounsaturated fat were related to higher odds of live birth. The odds of a live birth after embryo transfer in women with the highest intake of monounsaturated fat

were 3.45 times higher than those of women with the lowest intake. The researchers said they were not surprised by the results, which call for further causal investigation.

“Different types of fat are known to have different effects on biological processes which may influence the outcome of assisted reproduction - such as underlying levels of inflammation or insulin sensitivity,” they said.

“However, it is not clear at this moment which biological mechanisms underlie the associations we found.”

The American Pregnancy Association states that average success rates for in-vitro fertilization (IVF) are low, ranging from 6% to 35%, so the identification of these significant relationships between fat intake and fertility may in future see women taking EVOO along with their IVF medications.

Source: www.sciencedaily.com.

EVOO diet helps prevent T2 diabetes A new Spanish study has found that eating a Mediterranean diet can help prevent the onset of type 2 diabetes.

Published in the Annals of Internal Medicine, the Universidad de Navarra paper was a sub-analysis of the long term PREDIMED study, published in 2013, which involved 7,447 subjects at high risk for cardiovascular disease. The researchers looked at the development of diabetes among 3,541 subjects who entered the study without diabetes, and found that those who followed a diet of fruits, vegetables, whole grains, fish, and fats from nuts and/or olive

oil were 30% less likely to develop diabetes over a four-year period than those who ate a low-fat diet. The benefit was found to exist independent of weight loss and/or increased exercise.

The results also support the benefit of adding olive oil to any diet, with participants who added fats from extra-virgin olive oil 40% less likely to develop diabetes during the study than those on a low-fat diet. www.medicalnewstoday.com.

34 • Australian & New Zealand Olivegrower & Processor • March 2014 • Issue 91

Olives & Health

… promotes healthy longevity in middle-aged women Recent evidence from the Harvard Medical School and Brigham and Women’s Hospital in Boston, US, also found that middle-aged women who follow a Mediterranean diet may live healthier, longer lives.

Based on an in-depth study of the diets and medical records of 10,670 women, the researchers found that those

women who had followed a Mediterranean diet for 15 years subsequently had a 40% greater chance of living to age 70 or over without developing heart disease, diabetes, or other chronic disease.

Source: www.thestar.com.my.

Olive oil gives Nigerian babies a cleaner, safer birth Virgin olive oil is among the items in an inexpensive sterile mother’s delivery kit being sold in Nigeria to help save the lives of women and their babies. The kits aim to reduce infection, a leading cause of death among mothers and infants in the country, which has an infant mortality rate of nearly 8%.

A 100ml bottle of olive oil is sold as an optional addition to the basic $5 kit, at a cost of $1 extra, and is used to clean babies immediately after birth. The oil is poured onto a maternity pad provided in the kit and used to clean off the vernix caseosa layer present at birth on babies, being preferable to soap which is harsh to newborn skin. Olive oil has also been shown to have a better penetrating effect to remove dead skin cells and unclog pores.

The creators of the kits said olive oil was chosen over other oils because many traditional birthing assistants believe it “helps offer

early spiritual protection for the baby” and that “many mothers also believe that olive oil is a product that can be prayed upon by a spiritual leader and used to anoint the baby”.

Olive oil’s high level of antioxidants and its protective factors against damage from UV rays also made it an ideal choice. Babies’ melanocytes, responsible for skin pigmentation, are not fully functional at birth and their delicate skin is prone to damage by ultraviolet light, so olive oil offers additional protection for the skin from such damage.

The kits are sold by Mother’s Delivery Kit Ventures, a social enterprise based in Lagos. For more information go to www. motherskit.org.

Source: www.oliveoiltimes.com.

… and as part of Med diet may prevent cancer Experimental and human cellular studies suggest that olive oil intake may reduce the risk of breast, prostate, colon and digestive tract cancers, according to a new Italian study.

Noting that populations in Mediterranean countries have a lower risk of developing cancer than those in North European and North American countries, the researchers conducted a review of recent literature in relation to the influence of various components of the Mediterranean diet – including olive oil - on the risk of cancer.

The resulting meta-analysis of 19 studies, published in late 2013 in the journal BMC Surgery, found that the amount of olive oil consumed also affects the risk of cancer, with cancer incidence decreasing with a high intake of olive oil. This applied to any type

of cancer but in particular breast cancer, colon cancer and cancers of the digestive system.

The researchers reported that the protective action of olive oil, which possibly causes the death of cancer cells and inhibits carcinogenic pathways, may be due to the presence of two healthpromoting components, tyrosol and hydrocytyrosol.

So along with its fabulous flavours, here’s yet another documented reason to make olive oil the main source of fat in your diet.

Source: www.oliveoiltimes.com; Mediterranean diet and cancer: epidemiological evidence and mechanism of selected aspects.

To subscribe and for more information visit www.olivebiz.com.au Issue 91 • March 2014 • Australian & New Zealand Olivegrower & Processor • 35

Products & services

OLIVCOLLECT saves time and fruit quality Costante Imports has recently introduced the OLIVCOLLECT harvesting umbrella, a versatile net catcher for picking hanging fruits such as olives, to its range of olive processing equipment.

The OLIVCOLLECT can be operated by one person alone and is a time-saving solution for any grove due to its unique opening mechanism. The net does not have to be laid out on the ground but rather performs with a “fan like” movement and, once opened, covers the entire area where the olives drop.

This enables the fruit to be collected directly in the crates positioned under the umbrella, which holds two crates simultaneously.

The OLIVCOLLECT is easy to manoeuvre due to the innovative system

for opening the net catcher, which is positioned on the operator’s side. Its compact size and weight also allows it to be used on rough or uneven ground, making it ideal for sloping groves.

Made in Italy, the umbrella has a span of seven metres. It comes fully– assembled and ready to go for the fastapproaching harvest season.

Labelling versatility Costante has also just taken delivery a new Italian-made semi-automatic RSB labelling machine.

Capable of labelling both square and round bottles from 250ml to 1L in size, the machine allows the application of front and back labels on the same roll.

A compressor is needed to run the machine.

For more information contact Costante Imports on ph: 03 9484 7948 or go to: www.costanteimports.com.au.

36 • Australian & New Zealand Olivegrower & Processor • March 2014 • Issue 91

your calendar of olive events

What’s on

2014 Mar

March 22 Olives New Zealand Conference and AGM – Wellington, NZ www.olivesnz.org.nz

Jul

March 23 Olives New Zealand Wairarapa Excursion – Wairarapa, NZ www.olivesnz.org.nz March 31-April 4 IEVOOA Professional Sommeliers Course – Lake Garda, Italy www.oliveoilagency.org

Apr

July 14-August 1 Entry period for 2014 WAOC EVOO Competition – Perth, WA admin@oliveswa.com.au July 18 Entries close, 2014 Olives SA EVOO Competition – Adelaide, SA AFord@adelaideshowground.com.au

Aug

April 8-10 NYIOO Competition & Conference – New York, USA www.nyoliveoil.com

August 17 29th International Horticultural Congress/ Olive Symposium – Brisbane, Qld ihc@netcabo.pt August 28 Awards celebration, 2014 Olives SA EVOO Competition – Adelaide, SA AFord@adelaideshowground.com.au

April 8-10 10th International High-end Health Edible Oil and Olive Oil Expo – China. www.en.oilexpo.com.cn April 8-11 Food & Hotel Asia Expo - Singapore www.foodnhotelasia.com

Sep

September 7-9 AOA National Conference & Expo – Newcastle, NSW www.australianolives.com.au September 13 Awards dinner, 2014 WAOC EVOO Competition – Perth, WA admin@oliveswa.com.au

April 27-May 4 Tasting Australia – Adelaide, South Australia pipforrester@westnet.com.au

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

Advertiser index Agromillora Australia..................................................................... 38 Axis Industrial................................................................................ 29 Bonanno - Ravenelli processor for sale....................................... 38 Costante Imports...........................................................................17 Deltagen Australia ........................................................................24 Dept of Trade & Investment, Regional Infrastructure & Services NSW....................................... 9 Dorato........................................................................................... 40 Eclipse Enterprises Aust ............................................................ 5, 7 Fineweld Stainless Steel................................................................10 Gallard Hedging & Mulching........................................................ 23 Graphic Language Design ...........................................................18 Hastings Valley Olives.................................................................. 38

Hunter Bottling Company............................................................... 8 Ledgard......................................................................................... 25 Modern Olives................................................................................31 National Harvesters ......................................................................19 Novozymes Australia ....................................................................11 Oleo Contracting Services........................................................... 20 Olive Oil Packaging Service..........................................................15 Olive Park Olive Oil....................................................................... 38 PFG Australia................................................................................ 22 Pieralisi MAIP Spa ......................................................................... 3 Silverlock Packaging.....................................................................14 The Olive Centre............................................................................16

Australian & New Zealand Olivegrower & Processor • March 2014 • Issue 91

37

Editorial

Olive Marketplace

Olive Nursery

Arbequina I-18, Arbosana I-43, Koroneiki I-38

AgromillorA AustrAliA pty ltd Waikerie S.A. Ph (08) 8541 3600 Fax (08) 8541 3285 Mob (08) 0429 413 600 E agromillora1@riverland.net.au

www.agromilloraaustralia.com or www.olint.com

To subscribe and for more information visit

For Sale Ravanelli Mini 130 oil processor 2 Years old, used once Pristine condition $29,000 ono

olivebiz.com.au

Angelo Bonanno Sydney 0409 843 834

HASTINGS VALLEY OLIVES

FOR SALE

JUMBO KALAMATA

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!

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Supersized Yummy Brined Quality Guaranteed T: 02 6587 7225 F: 02 6587 7223 E: INFO@HASTINGSVALLEYOLIVES.COM.AU A: 780 FORBES, RIVER ROAD, BIRDWOOD, NSW 2446

FOR SALE – OLIVE OIL Olive Park Olive Oil is situated near the banks of the Murray River.

We are producers of Premium Extra Virgin Cold Pressed Olive Oil and are in need of selling our current stock. We are happy to send samples should you be interested.

Please contact Sussan on 0418 204 226 for further details or email info@olivepark.com.au

38 • Australian & New Zealand Olivegrower & Processor • March 2014 • Issue 91

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