Nov. 15, 2023
Maison OrphéeThanks to the long-term work of the International Olive Council (IOC), extra virgin olive oil has established itself as a staple premium product across the globe over the last thirty years.
Founded in 1983, Maison Orphée pioneered the introduction of virgin oils in the Canadian market and subsequently became a household name in the world of extra virgin olive oil. Over the years, the company has built considerable expertise, securing supply relationships with producers sharing the same high-quality standards.
Unaccustomed to extra virgin olive oil’s distinctive bitter and tangy profile, Canadian consumers had to be introduced to it and convinced in various ways.
Connecting with the consumer
Through rebranding and developing a distinctive visual identity in 2010, Maison Orphée has succeeded in positioning its offer and building a dialogue with potential customers.
By presenting a range of tastes encompassing several profiles, some more delicate and others more full-bodied, and suggesting potential uses (e.g. for pasta and pizzas), these labels have reassured consumers and paved the way for exploration.
This approach, which has won design awards, was and is still taught in graphic design university courses throughout Quebec, Canada.
Educating
To build recognition of the attributes of extra virgin olive oil, Maison Orphée has multiplied its strategies and points of contact with consumers. By forming an in-house tasting panel and organizing in-person and online tasting activities, the company has contributed to democratizing this quality product.
More recently, Maison Orphée has also invested in blog posts written by nutritionists specializing in scientific popularisation and transposed this content on social networks such as Facebook and Instagram.
Evolving with the times
As extra virgin olive oil becomes more and more a part of consumer habits, the dialogue with consumers continues to evolve.
With a steady focus on consumers’ needs, Maison Orphée is exploring different formulas to meet their requirements. For example, in 2022, it obtained its B‑Corp certification, aligning with emerging social and environmental values.
Similarly, the company launched a new format for its signature delicate extra virgin olive oil: the BiB (Bag in Box.) A 1.5‑litre cardboard box with an airtight bag, the BiB is more affordable, convenient and eco-friendly than conventional glass bottles.
Did you know that this entirely recyclable packaging, besides the spout, is ten times lighter to transport than its glass counterpart, reducing the product’s carbon footprint? Moreover, the oil stays fresher for longer, protected from heat, light and oxygen, even after opening the product. Finally, the greater volume means consumers can enjoy a better price while making handling oil in the kitchen easier.
Extra virgin olive oil is a product with over 6,000 years of history. Its organoleptic and culinary properties are still relevant today, but consumers still have the last say in a highly competitive, inflationary market… and innovation remains key to meeting their expectations.
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The news and editorial staff of Olive Oil Times had no role in this article’s creation.