Interview: Nelos Georgoudis, PEMETE

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NELOS GEORGOUDIS

FORMER PRESIDENT OF PEMETE

Table Olives

ARE A DOMESTIC TREASURE

Interview: Charitomeni Vonta

Nelos Georgoudis, former president of PEMETE*, talks to Ambrosia Magazine about the challenges table olives face as a primarily export product in today’s competitive environment.

Where do Greek table olives stand

in foreign markets?

Our first exports of table olives (about 200 tons) were recorded in 1858. Today, Greek exports, exceeding 200,000 tons, are worth approximately 600 million euros. The product has always been almost exclusively export-oriented. About 90% of annual domestic production is exported. However, the pressure exerted on the product by other olive-producing countries is strong. An important advantage for Greek manufacturing, standardizing and exporting companies is that competition is based on quality. The continuous modernization of Greek units and the mandatory application of the Community legislation on food safety guarantee excellent product quality. High quality of table olives and the reduction of their salinity are the specifications that the international markets demand. Foreign distribution networks and buyers look for safe, natural, great-tasting products for international markets. The biggest trend in markets today is reducing the amount of salt in products. We are working towards this direction.

One of the most respected Greek f&b associations.

It’s worth noting that the current time period, starting from 2020, continues to put the endurance of the economy, businesses, society and us all to the test, due to the pressure that continues to be exerted by global events taking place (Covid, rising energy costs, Russian-Ukrainian crisis, supply chain disruption, inflationary pressures, rising transport costs, etc.)

In which markets can one find Greek table olives?

Today the product is being exported to more than 100 markets (European and third countries). Among the oldest traditional markets are the USA and Canada, however, Greek table olives currently also supply the European market, Middle East, and Asia. Foreign markets appreciate quality and they welcome the product. In recent years, the top targets are the USA, followed by countries such as Germany, Italy, England, Australia, Romania, the Netherlands and Arab countries. Some, like Italy, where the Greek olive is repackaged, are price driven markets.

Which are the most popular Greek varieties?

One of the most popular is Halkidiki (you can read more on page 18). The Kalamon/Kalamata variety, which is also popular in foreign markets, shows an ever-increasing export potential and a correspondingly high demand, the result of which is the annual planting of thousands of Kalamata variety olive trees, mainly in the Regional Units of Aetoloakarnania, Lakonia and Fthiotida. The production of the variety in our country is expected to soon exceed 100,000 tons.

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Konservolia, the most historic greek variety, is an object of trade since the 19th century

The most historic Greek variety is Konservolia. The table olives of this variety became the first object of trade in the 19th century and from the beginning of the 20th century the country’s exports were based on this type of trade. It is cultivated mainly in the Regional Units of Fthiotida, Fokida, Magnisia, Aetoloakarnania, Arta and Evia. Konservolia is the most widespread table variety in the country, with the biggest number of olive trees.

Who are the main competitors of the Greek table olive and why should one prefer the Greek product over any other?

Our main competitors are Mediterranean countries, most of which are trying to gain market shares, using low prices as their commercial weapon. Our country has unique varieties, with excellent organoleptic characteristics, and since we present a quality product, we can and do achieve better prices in the international markets, to the benefit of Greek olive producers.

What is the Olive You Initiative?

The scope of the three-year “Olive You” campaign (1/3/2017-29/2/2020) was to rise consumer information and awareness, and consequently strengthen the competitiveness and increase exports of popular varieties of table olives from Greece to 13 countries (Australia, Russia, Norway, USA, Canada, the Middle East, Austria, France, Germany, Great Britain, Poland, Sweden). Following consumers' turn towards products that contribute to health and wellbeing, the campaign emphasized on healthy snacking, also a big future trend. “Olive You” focused on the gourmet dimension of the product, as the audience of the target countries is “high profile” and demanding, but at the same time receptive to innovations, as they have access to a wide range of products to choose from. In recent years, there has been an extremely high preference for organic, vegan and vegetarian food, as well as a particular concern of consumers regarding the origin and labeling of products. Mindful of the fact that a large number of consumers

EXPORT POTENTIAL FOR GREEK VARIETIES

Could the table olive’s export position improve, and if so, how?

Reduced production due to weather conditions is a key challenge. The black olive of the Konservolia variety, which together with the green olive has been our main export product in foreign markets for many years, has significantly decreased in exports, because we couldn't get the same quality product every year, as it is very sensitive to weather conditions. Halkidiki and Kalamon/ Kalamata olives are more resistant and we can have stability in the quality of the product we offer abroad. An important area of sales growth is the green olive, and especially its side products, such as stuffed Halkidiki olives with pepper, garlic, almond, etc. Another area that is on the rise in recent years is organic olives, of all varieties, linked to the change of eating habits worldwide. Table olives have always been a key export product, with more than 50,000 families engaged in their cultivation, as its production is dynamic and an important source of foreign exchange for the Greek economy. Along with the financial importance of the product for the country, its value in the human diet should also be emphasized, as it is one of the richest natural foods with beneficial ingredients for human health. The country’s manufacturing and standardizing export enterprises invest and achieve the further development and consolidation of the product’s commercial position in the world market.

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Large Number of consumers today link health to nutrition

have linked health to nutrition, and a growing number of them look for healthier options, the campaign was based on new, modern recipes and ways to use the product in the everyday kitchen by famous Chefs. Among the activities of the “Olive You” campaign was the participation in the most important international food trade fairs, the organization of seminars and business trips in Greece (476,000+ professionals took part), consumer actions at points of sale & entertainment, a broad advertising campaign (ads in print and digital press, SoMe), TV ads, influencing and reaching over 42,500,000 consumers, distribution of material and information to +1,800 students and teenagers. The Olive You campaign, combining direct marketing and below the line actions, promoted both the product and the European policy for agricultural products (table olives). The visuals in the advertisements and in all accompanying material made an excellent impression for their modern aesthetics, linking the Olive You product with Europe and Greece. From the planning to the implementation of the Olive You campaign, PEMETE succeeded in upgrading the image of the popular Greek varieties of table olives as a modern European food product with top levels of food safety and quality assurance.

Like many traditional foods associations, PEMETE opposes Nutriscore. What is it? Why is it potentially misleading for the consumer?

It is an oversimplified evaluation based on an algorithm that calculates the nutritional value of food per 100 gr or ml, without accounting for the characteristics of each food, thus wronging almost all traditional, single-ingredient, less processed foods, such as table olives. There has been a strong reaction and mobilization by EU member states, among which Greece, Italy, Cyprus, Hungary, against this labelling. In Greece, the "Initiative" has been developed under the auspices of the Athens Chamber of Commerce, with the participation of 16 sectoral food bodies, and PEMETE. The scope of the “Initiative” is that, in cooperation with other European countries, they intervene in the European scientific committee to create nutritional labeling that ensures correct nutritional information and protection of public health, without doing injustice to traditional foods, vital part of the culture, customs, diet and economy of these countries.

Photos: Curtesy of PEMETE