Marketing Strategies for Olive Oil: A Supply-Side Perspective from Spain

Olive oil, a staple of the Mediterranean diet, encounters substantial commercial obstacles in Spain and other olive oil-producing nations. Historically, these obstacles have been examined from a consumer demand standpoint, focusing on aspects such as quality enhancement, pricing issues, and consumer awareness deficiencies. This study shifts the focus to the supply-side perspective, providing novel insights into the factors affecting the marketing and sale of olive oil. To investigate these factors, a comprehensive consultation with an expert panel consisting of industry leaders from olive oil mills was conducted. These experts evaluated 13 critical factors identified through a literature review and their practical experience. The findings from this panel offer immediate practical applications, emphasizing the importance of marketing strategies, professionalization, internationalization, and the utilization of social networks and e-commerce in driving olive oil sales. The implications of these findings suggest that companies must restructure to become more professional and market-oriented to navigate and surmount the traditional commercial barriers in the olive oil industry. Overall, this research enhances our understanding of the supply-side dynamics influencing the marketing and sale of olive oil in the Spanish context and beyond.