Extra virgin olive oil: a ‘fluid’ communication in the corporate mission statement

When addressing the critical issues of the current EVO oils market, one cannot help but overlook the concept of corporate transparency’ to its customers. We have arrived at a technological stage where the old billboard has become a real virtual abode, where the company has its own space to introduce itself, talk about itself and build loyalty. The real problem is when we are dealing with the usual “housewife sweeping the dust under the rug,” and the news cases related to the extra virgin olive oil scam is a solemn example.

Nothing beats implanting fluid communication about EVO oil and making it a top-notch corporate mission. Every year there are cases of transparency denied to the consumer, as recounted in many news articles. The counterfeit system is a very common gimmick in the extra virgin oil market, as this product requires a long and laborious process before it can be defined as a quality EVO oil. Saving on raw materials and production costs becomes, therefore, a priority for some producers and growers, on pain of ending up with a poor oil, but passed off as ‘pure’ by false communication.

Communicating extra virgin olive oil: breaking down the price wall

Italy’s olive-growing heritage boasts more than 500 cultivars from which EVO oils with different shades of taste are produced. From the North to the South of Italy, olive cultivation has reached peaks of excellence in the sector, but for the average consumer the concept of ‘quality’ still collimates with that of ‘convenience’. The problem is that it would be foolish to think of marketing extra virgin olive oil tied to price.

Olive growers and millers know that the purity of an extra virgin olive oil is linked to the high price of its processing: to cut costs is to cut quality. To bring down quality and sell it is necessary to lie, to falsify labels, to blend one’s own oils to save money on the finished product, to give up the quality of Made in Italy by processing EU olives, and it is a vicious circle that cannot be stopped. Clear on the concept? What to do, then, to establish clear and successful extra virgin olive oil communication?

Communicating extra virgin olive oil is a lesson in quality

Corporate communication that makes a difference abandons the classic concept of convenience to focus on that of benefit. To inform about the benefits of real quality EVO oil is to initiate in the consumer’s mind a different perspective of convenience: convenient is what makes us feel good.

Extra virgin olive oil is not just a simple cooking condiment, but much more. It is, rather, a valuable food to taste, a ‘good fat’ whose scientific evidence associates with the concept of healthy living. Rich in functional substances, such as antioxidant polyphenols and vit. E, the health properties of EVO oil have found clinical application in the treatment of cardiovascular diseases, diabetes, hypercholesterolemia, thanks to improved cellular metabolism. Pure extra virgin olive oil is also an excellent skin emollient, soothing and anti-inflammatory (to learn more about other alternative uses of Evo oil on TveGossip.co.uk).

Attracting positive ideas about the quality of EVO oil in the consumer’s mind and breaking the habit of saving money on an excellent product are the first step in initiating positive and transparent corporate communication. The real mission of modern companies in the industry is smooth communication about the quality of real extra virgin and not a race to the bottom of prices, a circumstance that can only be achieved by unethical practices.