extract from the Joanne Friedrick interview
with Marco Petrini
The health benefit
of olive oil can't be overlooked and
are often at the heart of marketing
campaigns. Marco Petrini
form Monini North America
said in Italy is a well-accepted custom
to give a tablespoon of extra virgin
olive oil to babies to help with their
fat intake and aid digestion.
He said pediatrician in Italy suggested
this practice and thus Monini has done
some seminars with doctors in the United
States to highlight this practice. The
company is also going into some schools
to talk about the healthful properties
of olive oil as part of the campaign
to reduce childhood obesity. "So
many people need to have a more healthy
diet" said Petrini."But
those who don't have good habits aren't
getting this message".
Another focus for Monini, said Petrini
is dealing only with authentic products
from Italy. He said although many oils
on the market have Italian names, they
are packed and bottled in Italy using
oil from Spain or Greece.
"We wanted our product
to be from Italy" he said.
Petrini said although a treaty between
the International Olive Oil Council
and North American Olive Oil Association
requires country of origin labeling
on bottles, "it's not enough".
He said the small print, often hidden
on
the back of the bottle, and misleading
artwork showing an Italian scene may
confuse shoppers into thinking they
are getting an Italian oil.
As for its oils, Monini offers several,
including a line of regional DOP oils.
The oils identify the sub region and
the olive varieties, which Petrini said
is a growing trend within the olive
oil sector.
Flavored olive oil is another key category
and one that is growing rapidly, said
Petrini. "We see this space in
the supermarket grow each month"
he noted. Interest is spurred in part
by recipes that call for flavored oils,
he said. Most consumers don't want to
go through the trouble and expense of
making their own, even if the recipe
call for it, so they seek them out in
the store. "We sell more and more
unique flavor every year" he said.
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