EXPO VIEW
bi-monthly Newsletter
February 2013 ISSUE No11
EXPO VIEW The 2014 Dubai Experience Larger, Bigger Better... TOP STORY Gulfood 2014
In this Issue:
TOP STORY : Gulfood 2014
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BUSINESS ISSUES: About olive crop and its future prospects
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BUSINESS ISSUES: Fos olive oil
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BUSINESS ISSUES: Export tips— exhibition participation
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HEALTH & SAFETY: Polyphenols
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GREEN PLANET: Bottled battles
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ON THE ROAD: Creating recipes TEDxKalamata talks
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ulfood 2014, the leading annual trade show for the food and beverage industry, which took place from 23rd to 27th February 2014, in Dubai saw a record participation of over 20.000brands and 4.500 exhibitors from 120 countries all around the world. This shows a significant growth from 2013 both in terms of exhibitors and international participations. The presentation of FOS products generated a lot of interest from key contacts in the region. The character of the range and the innovative product presentation is leading us, despite the difficult crop year to new clients who appreciate the quality promise sealed by FOS.
So is Gulfood growth a hype or is it developing into a constitution? For us Gulfood is an important event, a great opportunity to further improve our visibility in the region, to promote the FOS brand based on a comprehensive product offering. This is obviously a mutual feeling of many, which in combination to the excellent organization has established Gulfood exhibition as the leading event in the region. Parthenonos 1,N. Erythraia Athens146 71Greece info@expoaid.gr / Tel: +30 210 6250365 / Fax: +30 210 6209905
EXPO VIEW
BUSINESS ISSUES
Prices remain at higher levels due to crop shortfalls for both olive oil and table olives.
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e are at the end of olive harvest period in Greece for the year 2013-2014 and prices continue to be volatile. •The total production is going to fall to 200,000 tons a natural consequence, considering the problem with Crete, where we see a 50% decrease in production versus last year. • Complementary to the quantity issue we face also lower quality olive oil, than last year. • Producers are aware of the problem with Crete and expect higher prices. Furthermore, prices in the second fortnight of February in extra virgin olive oils are fluctuated around 2,90 €/kg while the price of pomace oil in the area of 1,45 €/kg. At the same time, there are high quality extra virgin olive oil from Spain available with 2,80 €/kg, regular quality Extra virgin olive Oil with 2,45 € and lower quality extra virgin olive oil with 2,10 €/kg. The Spanish pomace costs almost 1,35 €/kg. As usual, original Italian production moves at higher levels
crop. While, Turkish olive oil prices, due to reduced production and high export activity of previous years, tried unsuccessfully to move to higher price levels. Greek organic extra Virgin olive oil is available at very good qualities with an average price of 3,40€/kg, which is more or less the same levels or the Spanish Organic Extra Virgin OO. In contrast the Italian prices are much higher and not surprisingly the Tunisian, Moroccan and Turkish Organic olive oils are sold around 3 € / kg. The crop of olives and consequently the olive prices have been affected as Green Chalkidiki olives and Green & Black with natural fermentation had quite low production, leading to a price increase of 40 % comparing to last year. This situation has spilled its effect to the Kalamata olive category, where with a good crop we still see upward price trend due to the shortage created in the other olive categories. Finally, green and black olives from Spain, Morocco and Egypt have elevated levels of about 10-15% when compared to last year.
The doom and the gloom of climate change on olive production...
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ising sea levels; infectious diseases on the march; more frequent droughts. But a new study suggests that for olive oil production, climate change will be both a blessing and a curse. In the Mediterranean Basin, which produces 97 percent of the world’s olive oil, average temperatures are expected to increase 2°C (3.6°F) between 2030 and 2060. Luigi Ponti, a researcher with the Italian National Agency for New Technologies, Energy and Sustainable Economic Development, wondered what that heat spike would mean for olive oil production. To find out, he and his colleagues designed a model to predict how a 1.8°C increase in temperature would affect olive growth and yield in the region, and also how the olive fruit fly, the olive producer’s nemesis, would fare. The researchers’ study, published today in the Proceedings of the National Academy of Sciences, found that generally speaking, olive production in the region will probably grow—along with profits. Their model predicts that the region as a whole could see a 4.1 percent increase in crop yield and an 8 percent drop in olive fruit fly infestations, boosting profits by an average of 9.6 percent. Producers in North Africa will enjoy the biggest windfall, with a whopping 41 percent net increase in profits, according to the study. In the Middle East, however, producers won’t be nearly as lucky. There, as warming temperatures stress olive trees and also allow Page 2
the olive fruit fly to encroach into areas that were once too cold for them, net profits will likely drop 7.2 percent, on average. “Climate warming will affect olive yield and fly infestation levels across the Basin, resulting in economic winners and losers at the local and regional scales,” the researchers wrote in the study. It all depends on where olive groves will endure the most heat stress, and where olive fruit flies will thrive. Ponti’s team has even more bad news for the areas where olive oil production is expected to wither: The disappearing groves could spur a cascade of economic and ecological consequences. As it becomes harder to make a living from growing olives, producers are likely to abandon their groves, potentially leaving the land more vulnerable to wildfires and soil degradation, which in turn could lead to a loss of biodiversity.
Parthenonos 1,N. Erythraia Athens146 71Greece info@expoaid.gr / Tel: +30 210 6250365 / Fax: +30 210 6209905
EXPO VIEW
BUSINESS ISSUES
Exhibition participation—a costly affair with many benefits
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Evidently this step makes sense when planned correctly, in xhibitions constitute a very important event and a order to provide the maximum benefit . The important unique mean of exposure to potential clients. For small to thing is to weight the benefits and to participate in intermedium size food enterprises this presents an excellent national exhibitions that are within the frame of the proopportunity, but at the same time a very high cost comducers ‘ production and financial abilities. mitment. Highly important event The exposure of the company and its products is twofold. Primarily it provides a unique opportunity to attract potential clients from diverse geographical regions and distribution channels. At the same time it provides an excellent measure for the product impact and its possibility to enter markets with different cultural backgrounds and eating habbits. High Cost commitment The participation at an international food exhibition has high costs which are difficult to bear by small to medium size companies, especially when their budget involve com- After deciding on the participation there are some more mitment to below the line promotions in retail chains, and considerations to make potentially above the line activities to promote brand Prepare the budget awareness in the market where they have already posi Selecting individuals to represent the company tioned their products. Arranging travel logistics Before making any decision which is costly and binding any decision maker should consider the following factors: Reserving a space and decorating the stand Training company representatives – arrange stand type of exhibition operations country presentation – international Preparing promotional materials sector presentation – general type Arranging appointments and send invitations Trade presentation – consumer Follow up all contacts made Visitor types Establish active interest Business professionals Sending out samples Consumers In which sector of the exhibition he should be presentInternational trade shows are excellent venues for gathered—along ethnic ing market intelligence, finding out about technological Which products will be presented If the products cover the requirements of the markets developments and penetrating new markets, as they bring together large numbers of buyers, sellers and experts, at that will be addressed through the exhibition. If the production can cover the demand and the flow the same time and in the same place. of potential orders that will come through the exhibiIt is essential to set goals for participating in the fair well in tion contacts advance, in order to determine the best strategy to follow. If there is a market for the products produced that is These goals should be achievable and measurable. approached through the exhibition If the price – quality offering is competitive in the Entering a new market takes time. Although fairs help, the framework of the addressed markets through the ex- results are normally seen in the medium term. Therefore, hibition. perseverance, patience and honoring commitments are your best allies. Page 3
Parthenonos 1,N. Erythraia Athens146 71Greece info@expoaid.gr / Tel: +30 210 6250365 / Fax: +30 210 6209905
EXPO VIEW
BUSINESS ISSUES
FOS Olive Oil An extra Virgin Olive Oil with brand name that reaches back into history. FOS-1704 reflects the date of the first official written recording of olive oil producers in Peloponnese. An Extra virgin olive oil with such name could only be produced by the first internationally awarded company, holder of the highest quality certifications and numerous local and international awards, The famous Greek Blauel – Mani company that holds as much important quality certifications and taste awards as historical valuable brand name of FOS- 1704. FOS-1704 extra virgin olive oil is an exquisite extra virgin olive oil that comes from selected estates of Mani, situated in mountains overlooking Aegean Sea. The area’s soil and the microclimate are ideal for growing olives and giving that unparalleled flavor and aroma quality olive oil. It is made from the famous Koroneiki olives. It has velvety deep-green color and milder taste than typical Greek Koroneiki variety oils. Aromas of fresh herbs, thyme and fresh apples. Bitter greens such as chicory on the palate with mild bitter heat of cress. A finish of dry herbs and creamy nuts with slight nutty bitterness of raw globe artichoke hearts. Balanced and harmonious, with Intensities 1-5: Fruitiness 2, Bitterness 2, Pepper 2, and Delicate Style. Our organic gourmet extra virgin olive oil that is crafted exclusively from semi-ripe Koroneiki Olives. It is produced using arid agriculture farmed without fertilizer, pesticides or irrigation. It has well balanced taste by maintaining the peppery finish of taste with less intensity, keeping all the aromas of this variety that makes it special. FOS – 1704 Extra Virgin Olive Oil and FOS- 1704 BIO Extra Virgin Olive Oil will travel you through every spoonful to history, enormous taste and to top quality. Enjoy it!
FOS 1704 invites you Meet your producer
FOS 1704 exhibits a consistent quality that is derived from a selected circle of olive oil farmers that are dedicated to quality standards that FOS olive oil sets FOS olive oil producers that they are dedicated to FOS-1704 olive oil standards, are introduced at the back label of every bottle. These life long partner producers ensure that the olive oil we buy is derived with care and according to our standards. The knowledge of our suppliers guarantees the quality of our olive oil from the first to the very last drop.
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Parthenonos 1,N. Erythraia Athens146 71Greece info@expoaid.gr / Tel: +30 210 6250365 / Fax: +30 210 6209905
EXPO VIEW
BUSINESS ISSUES
Do people get the increased use of Polyphenols?
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espite the low understanding of consumers and the limited claims that they are approved by global health, the Polyphenol use in functional food & drink marketing has shot up 69% since 2009. The referring 69% is supported by a 38% increase in the use of term “antioxidants” that is mentioned on food and drink products, according to Mintel, market analyst. The question is whether the use of term is it a marketing feature or just a listed ingredient? At first the broader polyphenols sector faces significant challenges. Despite there are strong scientific evidences, often fascinating , but complex and ambiguous of polyphenols have gained much regulatory support has not helped the public to understand the benefits for their heart and for other health advantages. As noted Mintel, in a 2012 report for the family antioxidants polyphenols belong : " There is still skepticism in scientific circles for his credentials to the health of antioxidants. To gain trust , brands need to use by disabled benefits are backed by clinical research . "
And where there is scientific skepticism , consumer reluctance or lack of awareness often follows . Euromonitor International health and wellness analyst , Diana Cowland said : I think many know the word " polyphenols " and hold the belief that it is beneficial to health , but few have an idea of the biological function of the compound . " " The most common thought is that " polyphenols are good for me, " but the more health conscious consumers will know that it is good for the heart ." Michele Kellerhals , Coca- cola Europe’s functional ingredients manager explained that industry tries to build the term polyphenols over time. The problem is found to the way that it can be translated all this into consumer – friendly message. Summing up all above, the health benefits of antioxidant have been supported by clinical research, making them attractive proportions for food brands. Polyphenols are coming up in some countries as a key functional ingredient in certain product groups. The question is: “ Can marketing food industry follow a strategy for all this?”
ANTIOXIDANT Antioxidants help prevent oxidation of foods, especially fats and oils, and protect cells from free-radical damage, Food manufacturers use antioxidants as food additives to help guard against food degradation and enhance the health profile of functional foods. Both natural (i.e., ascorbic acid and tocopherols) and synthetic (i.e., propyl gallate, tertiary butylhydroquinone, butylated hydroxyanisole and butylated hydroxytoluene) antioxidants act as food preservatives.
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Parthenonos 1,N. Erythraia Athens146 71Greece info@expoaid.gr / Tel: +30 210 6250365 / Fax: +30 210 6209905
EXPO VIEW
GREEN PLANET
Bottled battles raise sustainability questions label and brand larger containers properly but are not able to bottle in house smaller variast June a controversy arose from an attempt to impose ants of their products. Europe-wide regulations on how olive oil is served in restauFinally one has to wonder rants. The idea of this regulation was that olive oil could no whether this is truly a way to longer be served in restaurants in refillable bottles. Rather it would be served in single use containers that would be discard- control the restaurant and catering business and why is ed after use. The regulation was proposed and pushed by the olive oil producers in the three main producer countries – Spain, olive oil so important vs other ingredients used such as olItaly and Greece. ives, salmon and wine? The The producers argued that the consumers in restaurants deinability to regulate one sector serve to know which olive oil they are being served, and that should not be solved by partial using refillable bottles is not safe due to issues of adulteration. It is undeniable that restaurant customers have a right to know measures or attempts to regulate its supply. what they are consuming. But the extent to which this right must be protected by regulation has to be balanced against oth- There are other more serious issues related to the olive sector, such as the indiscriminate usage of oxidized black olives on pizer considerations… zas. This issue goes way beyond concerns about origin, as oxiOne of those concerns is from the area of sustainable product development. Individually packaged olive oil in disposable con- dized olives should be consumed immediately after opening and tainers, could increase waste of the actual product as well as the be preserved only in refrigerator due to absence of any fermentation that would make them naturally resistant to bacterial amount of packaging material used, wasted or recycled. The views are strongly polarized on the true extent on this problem, growth. Let’s hope that the focus will move to issues that could truly regulate the trade and promote consumer safety based on and there is no available evidence to prove the magnitude of sustainable business models for the prosperity of all, instead of this impact in terms of cost and waste management. raising temporary inefficient measures that promote the interAdditionally this poses barriers to smaller producers who can ests of few.
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Myths about sustainability Myth 1: Nobody knows what sustainability really means. Not true. Sustainability is about securing viability and continuity in production—so basically securing that no imbalances are created that can damage the future functioning of systems. Myth 2: Sustainability is all about the environment. Associated with ecology—sustainability is a very deep concept which concerns many systems and their interaction. Myth 3: “Sustainable” is a synonym for “green.” Sustainable does not necessary mean green in the sense we are used it means that you live in balance with the environment.
Myth 6: Sustainability means lowering our standard of living. Standards of living is not related to overspending and wasting … Myth 7: Consumer choices and grassroots activism, not government intervention, offer the fastest, most efficient routes to sustainability. System functioning without rules can not be evolved further so the shortest root is not the best... Myth 8: New technology is always the answer. Simple things and simple solutions are sometimes more efficient. Myth 9: Sustainability is ultimately a population problem. Overconsumption is not a population problem
Myth 10: Once you understand the conMyth 4: It’s all about recycling. That is a very narrow and small part of the whole system and not cept, living sustainably is a breeze to figure out. even the most significant one… No necessarily as we are forced to move within frames that may make our behavMyth 5: Sustainability is too expensive. What are we looking at? In effect sustainability is about simpli- ior less sustainable than we think. fying processes and minimizing usage of resources reducing waste of time, energy, product etc. Page 6
Parthenonos 1,N. Erythraia Athens146 71Greece info@expoaid.gr / Tel: +30 210 6250365 / Fax: +30 210 6209905
EXPO VIEW
ON THE ROAD
Creating tasty recipes for everyday simple cooking‌ Following the successful course of Kalamata Papadimitriou Balsamic creams and vinegar in the Czech market, the company decided to create with the help of the Greek chef and owner of Kavala restaurant in Prague recipes that use simple and available ingredients and fit in the tasting palate of the average Czech consumer. The idea is that the balsamic cream and vinegar can be used as ingredients, in appetizers, salads, soups, main dishes and deserts. The simplicity of the recipes didn’t impair their taste nor their impressive appearance. The recipes were presented by Mr. Asarlidis to key journalists on the 27th of March 2014. They are the key centerpiece of the campaign launched in the electronic media and Web TV in April.
Can we hope in a local brand? Christos Papadimitriou at TEDxKalamata This is an inviting talk fully subtitled in English. It gives a fresh look at what young local entrepreneur see when looking at the prospect of his business growth in the context of both national and international business. From the family history to the basics of export process, this talk opens our mind to the possibility that local can go national and international after all. Watch it on the link http://www.youtube.com/watch?v=yI2nfIHKR14
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Parthenonos 1,N. Erythraia Athens146 71Greece info@expoaid.gr / Tel: +30 210 6250365 / Fax: +30 210 6209905