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Olive farmers, millers and bottlers consistently lament the lack of consumer knowledge surrounding extra virgin olive oil.
Indeed, 49 percent of respondents to the 2023 Olive Oil Times Harvest Survey cited a lack of consumer knowledge as one of their top concerns.
To that end, three olive oil professionals have launched a Spanish-language podcast to discuss the basics of olive oil with a diverse range of guests and create new enthusiasts.
The virgin olive oil sector needs a lot of dissemination and people to connect with it, especially young people.- Mercedes Uceda, co-host, A la Sombra del Olivo
Pablo Voitzuk, an olive oil educator, consultant and NYIOOC World Olive Oil Competition judge, came up with the idea for A la Sombra del Olivo (In the Shade of the Olive Tree) in 2023 and tapped Mercedes Uceda and Maripaz Aguilera as his co-hosts.
“Pablo told me at Christmas that he wanted to do a podcast,” said Aguilera, a technical specialist in olive oil at the Andalusian Institute of Agricultural and Fisheries Research and Training (IFAPA), panel leader and consultant.
“Because of our work, we often stay at a technical level. We always address the sector, and this podcast is a way of disseminating the culture of olive oil to a large audience,” she added.
See Also:Trade Group Launches Digital Campaign to Promote Olive Oil in AustraliaUceda, a certified taster whose family-owned engineering consultancy is dedicated to olive mill construction and design, is a frequent podcast listener and was excited to join the project. She believes podcasts are an excellent way to entertain and inform younger audiences.
According to Spotify, an audio streaming platform, more than half of Spaniards listen to podcasts, with one-third listening habitually. Separate research from iVoox Observatory, which collects data about Spanish-language podcasts, found that 40 percent of listeners are between 18 and 44.
“The world of podcasts, which I have gotten hooked on, seems like a very good way to disseminate any topic,” Uceda said.
“The virgin olive oil sector needs a lot of dissemination and people to connect with it, especially young people,” she added. “Podcasts are a form of sharing knowledge or connecting with different topics that young people use, so it seemed like a very good idea.”
Uceda believes that the long-form conversational format of podcasts, which is among the most popular genres, is ideally suited for discussing olive oil, allowing the hosts and their guests to examine the details and nuances of each subject rather than resorting the soundbites typical of cable news and traditional radio programs.
“We cover a lot, but the podcast is made for non-professionals,” Uceda said. “It has a fairly transferable vocabulary so that everyone can understand it. We try to avoid using technical words.”
Aguilera agreed that the podcast is meant to be accessible to the general public but added that olive oil professionals would also find it interesting. Aguilera has spent her entire professional life studying olive oil but still learned many intriguing facts while making the podcast.
“The objective is to reach as many people as possible,” she said. “I think we have tried to get all kinds of people involved, especially people who want to learn.”
The three hosts have recorded six episodes of the podcast, which are divided thematically. The first is an introduction where the hosts discuss their vision for the podcast and how they hope listeners will start to think about olive oil.
The rest of the podcast will cover health, gastronomy, culture, olive varieties and marketing. Each episode, which is about an hour long, begins with a discussion among the three hosts and is followed by an interview with an expert in each field.
“We looked for guests from all over the world, both from Europe and the Southern Hemisphere, so the podcast would also be broader,” Uceda said. “We thought that in this way, people in Spain would listen to people and opinions from the rest of the world, especially in terms of sales in South America, which was very interesting.”
“There are people from Chile, Argentina, the United States and Italy,” Aguilera added. “That is to say, we didn’t want it to be just our vision, but also a vision that draws from different parts of the world.”
The third episode features guest interviews with Alicia Moya and Carola Dümmer, co-authors of Chile’s first olive oil guidebook, to discuss retail and culture.
Filippo Falugiani, the founding president of the International Association of Olive Oil Restaurants, and Dani Garcia Peinado, a chef who specializes in olive oil and cooks for the Royal Spanish Football Federation, appear in the fourth episode to discuss restaurants’ role as ambassadors of olive oil to a broader audience.
“I liked the episode with Filipo and Dani because it opened up about the Horeca and restaurant channels,” Uceda said. “We always say that penetrating the restaurant channel is the most difficult thing in the world of virgin olive oil, and lately, we have been struggling. Chefs and restaurateurs are also the scribes of our product.”
Other guests include Nico and Rafael Alonso Barrau of award-winning producer Oro del Desierto, Carmen Nieto of Paraiso Virgen Extra, a specialty retailer, and Juan Pablo Castellano, a member of the Olive Chamber of Commerce of San Juan, Argentina, among others.
The first episodes of A la Sombra del Olivo are already streaming on Spotify, and video versions are available on YouTube.
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