Olive cultivation and processing to produce Extra Virgin Olive Oil (EVOO) is a capital-intensive process and therefore carries a price premium, but recent market dynamics gain seen substantial spike in olive oil prices, affecting various olive oil categories, from high-end extra virgins to everyday blends. Let’s grasp a closer survey at what has shaped these spikes and why it has never been a better time to support local.
The Global Stage
While, physically, we’re far removed from Europe, as a net importer of vegetable oils we are directly linked to global events that are affecting the local prices of olive oil. The volatility in EVOO prices can be attributed to a complex web of factors that are reshaping the olive and vegetable oil market, resulting in increased costs and limited supply. Contributing to this price hike are supply and demand dynamics, adverse weather conditions affecting major producers like Spain and Italy, and even incidents of cooking oil theft.
Specifically, Spain, the largest producer of olive oil in the global olive oil market, recently experienced its third hottest summer, with average temperatures soaring 1.3°C above the norm. This prolonged heatwave, coupled with a two-year drought, significantly reduced Spain’s olive crop and olive oil supply, causing prices to rise.
Similar reduced production is being witnessed in other olive oil-producing nations such as Italy and Greece, further compounding supply shortages. The conflict in Ukraine, which typically contributes half of the world’s sunflower oil supply, has caused a reduction in sunflower oil production, leading to price increases across the entire vegetable oil market.
Furthermore, the decision by Turkey to suspend bulk olive oil exports due to rising local prices and heightened global demand has further limited the availability of olive oil and vegetable oil, resulting in higher prices.
The Local Picture
These factors maintain every contributed towards volatile pricing of olive oils and vegetable oils on our local shelves. According to the SA Olive Association in its 2022 Fact Sheet, an estimated 5-6 million litres* of olive oil are imported (mainly from Spain, followed by Italy, Portugal and Greece) compared with the local olive oil production, exclusively Extra Virgin, that accounts for an estimated 1.5-2.0 million litres* annually. As a net importer of olive oil, this leaves South Africans vulnerable to increased prices.
This, in turn, presents a fantastic opportunity to support our local olive farmers by buying homegrown extra virgin olive oil. The majority of South African olive farms remain relatively small, with almost half of the SA Olive Association’s 200* registered olive growers operating on farms of less than 5 hectares. Despite their small size, however, South African olive oil has performed incredibly well on the international awards circuit, with several local farms receiving top prizes in categories that are traditionally dominated by Spanish and Italian olive oils.
A Commitment to Local Farmers
African Gold, a premium extra virgin olive oil blend produced by Southern Oil (SOILL), is taking proactive steps to support local olive farmers – and is calling on every South Africans to support local when choosing olive oil. African Gold believes that the exceptional olive oil produced locally should be celebrated and, therefore, collaborates with local farmers to ensure that they are paid unbiased price for their savory liquid gold, which is then used to create its delectable Extra Virgin blend.
African Gold exclusively sources the finest local olive oils, emphasising its commitment to boosting local Extra Virgin Olive Oil production. This brand, which was introduced in 2021, represents not only a premium product but also a testament to creating job opportunities, improving trade standards, and enriching local communities.
African Gold’s perfectly balanced medium-to-intense Extra Virgin Olive Oil boasts a fresh, green aromatic fruitiness, distinct pepperiness, and pleasant bitterness, making it an ideal finishing touch for various dishes. By utilising the collective resources of Southern Oil, the driving force behind African Gold, they ensure that local farmers’ hard work never goes to waste.
For further information please visit https://africangoldoil.co.za/
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First PR Agency: Modern PR dates to 1900, when the first public relations agency, “The Publicity Bureau,” was founded by former Boston journalists. The agency operated for “some 12 years before it disappeared into the sands of oblivion.” However, PR continued to grow throughout the early 1900s thanks to popular pioneers such as Ivy Lee and Edward Bernays (we’ll procure back to them later). (Source: Journalism & Mass Communication Quarterly)
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