1. Olive oil team

2. HISTORICAL DATA ABOUT OLIVES

Fossilized olive leaves dating 60,000 years back, were found in the Cyclades In Ancient Greece, before physical exercise in the gymnasiums the athletes smeared their body with olive oil to maintain the elasticity of their muscles The myth of the conflict between Athena and Poseidon The oldest olive tree in Chania that is 5,000 years old ?a?? ?at? ???? ?e???µe ?t? ? e??? ?a? t? e?a???ad? e??a? ap? ta pa???te?a p?????ta t?? ?es??e???, a??? ?a?? ?a ?ta? ?a ?a? µe???? a??µa e?d?af????ta ded?µ??a. ? a??a??? e?a???a? st?? ?????a.?a?? ?at? ???? ?e???µe ?t? ? e??? ?a? t? e?a???ad? e??a? ap? ta pa???te?a p?????ta t?? ?es??e???, a??? ?a?? ?a ?ta? ?a ?a? µe???? a??µa e?d?af????ta ded?µ??a. ? a??a??? e?a???a? st?? ?????a.

3. WHY GREEK OLIVE OIL

Greek Laws regulate: -standards of quality -company reliability -safety control of olive oil packaging industry, according to the international health control rules Virtually no imports International consumer learns to recognize the virtues and the value of Greek olive oil Why greek olive oil? Greece’s tradition at olive oil. 75% of local production is Extra Virgin Olive Oil No imports Why greek olive oil? Greece’s tradition at olive oil. 75% of local production is Extra Virgin Olive Oil No imports

4. TRIP TO ITALY

Visited almost all of Italy, from north to south Fast pace Visiting many historical locations Meeting interesting people Getting to know the other members of the team Ultimately getting to know ourselves Will take a long time to understand all the implications that trip had

5. ITALIAN OLIVE PRESSES

Two different basic working models: Olive press only Olive press & oil boutique. Most of the times the boutique had other products as well (e.g. wine) ?a??d? st?? ?ta??a. ?p?s???e?? se 5 e?a??t??ße?a: FRANCI, VERTINO, VERONELLI, TENUTA di FORZI, COOPERATIVE ?p??esa ?a ?e????s? 2 ????a working models: µe ??a???? p???s? ?a? ?????. ??a???? p???s? ??? µ??? ?ad???, a??? ?a? ??as?, t????, ?a? ???a pa?ad?s?a?? p?????ta ?a??d? st?? ?ta??a. ?p?s???e?? se 5 e?a??t??ße?a: FRANCI, VERTINO, VERONELLI, TENUTA di FORZI, COOPERATIVE ?p??esa ?a ?e????s? 2 ????a working models: µe ??a???? p???s? ?a? ?????. ??a???? p???s? ??? µ??? ?ad???, a??? ?a? ??as?, t????, ?a? ???a pa?ad?s?a?? p?????ta

6. ITALIAN OLIVE PRESSES

All 5 mills visited had at least one original characteristic In 4 out of 5 the originality had to do with technology in the production process (variable speed crusher, nitrogen blanket, machinery to take the kernel out and a laboratory to test the oil quality) The 5th mill had an old oil press, and kept it as a museum ???te sta p??te e??a? µ?a p??t?t?p?a ?a ep?de????? Sta 4 e??e ?a ???e? µe t?? d?ad??as?a pa?a????? ?a? µe t?? ??e??? t?? p???t?ta? ?? 5 e??e ??a pa??? e?a??t??ße?? µe p?t?e? ?a? t? e??e sa? µ??se?? d?p?a st? s??????? e?a??t??ße?????te sta p??te e??a? µ?a p??t?t?p?a ?a ep?de????? Sta 4 e??e ?a ???e? µe t?? d?ad??as?a pa?a????? ?a? µe t?? ??e??? t?? p???t?ta? ?? 5 e??e ??a pa??? e?a??t??ße?? µe p?t?e? ?a? t? e??e sa? µ??se?? d?p?a st? s??????? e?a??t??ße??

7. ITALIAN OLIVE PRESSES

The original characteristic in 4/5 of the presses was used in attracting customers as well (high-tech equipment, museum) The 5th press belongs to the local cooperative They have by far the biggest production of all mills visited - about 1000 producers make their olive oil there Therefore, their biggest concern is to achieve a steady and high level of oil quality ?a p??t?t?pa ?a?a?t???st??? (e?te high-tech, e?te pa?ad?s?a??)???s?µ?p?????ta? ??a p??s????s? pe?at?? ap? ta 4 e?a??t??ße?a ?? 5? a???e? se ??a? t?p??? ?e?????? s??eta???sµ? ??t?a t?? Lecce. ??e? 1000 pe??p?? µ??? ?a? t? µe?a??te?? capacity ap? ??a ta ?p????pa. ???? t?? µe????? a???µ?? t?? µe??? t? µe?a??te?? p??ß??µa e??a? ? d?at???s? sta?e??? ?a? ta?t?????a ?????? p???t?ta? st? ??d??a p??t?t?pa ?a?a?t???st??? (e?te high-tech, e?te pa?ad?s?a??)???s?µ?p?????ta? ??a p??s????s? pe?at?? ap? ta 4 e?a??t??ße?a ?? 5? a???e? se ??a? t?p??? ?e?????? s??eta???sµ? ??t?a t?? Lecce. ??e? 1000 pe??p?? µ??? ?a? t? µe?a??te?? capacity ap? ??a ta ?p????pa. ???? t?? µe????? a???µ?? t?? µe??? t? µe?a??te?? p??ß??µa e??a? ? d?at???s? sta?e??? ?a? ta?t?????a ?????? p???t?ta? st? ??d?

8. ELAIS

Biggest bottler in Greece Member of Unilever Group Company policy: Buy from the millers Cannot get involved in international trade (legal issues & Unilever group) Social profile (environment, education, quality of life) ???a? ? µe?a??te??? bottler st?? e???da, ??a a?t? ap?te?e? ?a? t? Standard st?? ????. ????e? st?? UNILEVER. (ELAIS, UNILEVER, ALGIDA (Knorr, Lipton, Captain iglo and others)) ???spa?e? ?a a?????e? ap? ta e?a??t??ße?a, ???t????ta? µe??s??te? (µe???e? ??st??), a??? ?a? ap?fe??e? t?? ?at? ?a???a ?s??µe? s?????e? f??a??? sta sp?t?a t?? pa?a?????, pet??a????ta? ?a??te?? p???t?ta. ???ß??µa ? µ? d??at?t?ta eµp????? st? d?e???? eµp????, ???? ??µ???? ?????µ?t?? a??a ?a? ???? t?? µ?t????? eta???a?. ??ept??µ??? ????????? Profile???a? ? µe?a??te??? bottler st?? e???da, ??a a?t? ap?te?e? ?a? t? Standard st?? ????. ????e? st?? UNILEVER. (ELAIS, UNILEVER, ALGIDA (Knorr, Lipton, Captain iglo and others)) ???spa?e? ?a a?????e? ap? ta e?a??t??ße?a, ???t????ta? µe??s??te? (µe???e? ??st??), a??? ?a? ap?fe??e? t?? ?at? ?a???a ?s??µe? s?????e? f??a??? sta sp?t?a t?? pa?a?????, pet??a????ta? ?a??te?? p???t?ta. ???ß??µa ? µ? d??at?t?ta eµp????? st? d?e???? eµp????, ???? ??µ???? ?????µ?t?? a??a ?a? ???? t?? µ?t????? eta???a?. ??ept??µ??? ????????? Profile

9. IOOC in the US

An international organization about olive oil Since 1983 organizes promotional campaign in the US Since 1992 olive oil imports have gone up from 110 to 195 thousand tons in 2000 Most cost effective way: print media placements and contacts with experts ??e???? ???a??sµ?? – 13 µ??? (1 ap? a?t? ? EU) ?d?????e 1959 – sta p??ta µ??? ?a? ? e???da 93% t?? pa???sµ?a? pa?a????? e????eta? ap? ta µ??? St????: ?a ße?t??se? t?? pa?a????, ?a d?e????e? t? eµp???? ?a? ?a a???se? t?? ?ata????s? ??t? ??te? ta standard extra vergin olive oil, fine vergin olive oil, semi-fine olive oil, olive oil, olive pomace oil, virgin oil lampante S??????? a??a t?? e?a???ad?? (retail sales) e??a? st?? p??t? ?es? µe $386 e?at?µµ???a.??e???? ???a??sµ?? – 13 µ??? (1 ap? a?t? ? EU) ?d?????e 1959 – sta p??ta µ??? ?a? ? e???da 93% t?? pa???sµ?a? pa?a????? e????eta? ap? ta µ??? St????: ?a ße?t??se? t?? pa?a????, ?a d?e????e? t? eµp???? ?a? ?a a???se? t?? ?ata????s? ??t? ??te? ta standard extra vergin olive oil, fine vergin olive oil, semi-fine olive oil, olive oil, olive pomace oil, virgin oil lampante S??????? a??a t?? e?a???ad?? (retail sales) e??a? st?? p??t? ?es? µe $386 e?at?µµ???a.

10. MUSEUM

Describes the history of the olive oil and attempts to present the technical aspects of the production procedure 3 different olive presses represent 3 different historical periods Prehistoric Ancient Byzantine Goal – A network of museums all over Greece

11. COMBINING TRADITION WITH TECHNOLOGY

Comparing the technology of olive oil presses in Greece and Italy Our suggestion is to house a traditional olive oil press as a museum together with a modern research center of olive oil production so as to combine tradition with modern technology

12. THE ACHILLES HEEL OF GREEK OLIVE OIL PRODUCTION

90% of Greek production is sold to foreign countries unbranded Greek olive oil is different every year, with different taste, bouquet, as well as non-constant quality Greece has no specific strategy for the promotion of olive oil

13. OLIVE LEAF EXTRACT

Olive leaf extract is a bitter substance that scientists have isolated from the olive leaf Olive leaf extract is one of nature’s best antimicrobial agents Many scientists appear optimistic in using it against the AIDS virus It alleviates numerous disorders related to insufficient arterial blood flow and arrhythmia

14. THERAPEUTICAL USES

Herbal recipes Cholera, pneumonia Experiments against AIDS Reduces high blood pressure

15. GLASS PACKAGING IS REGAINING LOST GROUND

the traditional glass packaging, due to its massive, reliable and automatic production is making an even more dynamic comeback The glass industry uses raw materials, which are considered “inexhaustible”, such as sand, soda and marble dust It is environmentally friendly and it can be recycled countless times without compromising its quality The returnable glass packaging allows the consumer to acquire products, with cheaper contents than other packages

16. STRATEGY

sound corporate ethics is our cornerstone and a must in the modern business world consumer health: a major concern for our company advertising campaign reflects our business practices and concerns

17. EXPERIENCE

Interdepartmental team (Athens University of Economics and Business, Agricultural University of Athens, National Technical University of Athens) Great collaboration Exchange of ideas Overall approach Common spirit