Carapelli Firenze, a historic producer of extra virgin olive oil, expects an increase in Mediterranean production for the 2024/2025 campaign, focusing on quality, sustainability and new commercial strategies to counter the decline in consumption and guarantee the value of the supply chain.
As the 2024/2025 olive growing season approaches, Carapelli Firenze, a historic producer of extra virgin olive oil, expects a 30% increase in Mediterranean production compared to the previous season. However, according to Assitol estimates, Italian production is expected to reach only 200.000 tons, confirming the country's limited production capacity. Globally, Spain, the main producer, expects a harvest of around 1,2 million tons, with positive expectations also for Greece and Portugal.
Despite the increase in production, Carapelli warns that a drop in consumer prices is not a given. Although a reduction in prices could encourage a recovery in consumption, the company stresses the importance of maintaining the value of the product. The recent crisis has seen a 16% contraction in demand, mainly due to high prices, which have pushed many families to reduce their extra virgin olive oil stocks and replace it with cheaper oils. Bruno Seabra, General Manager of Carapelli Firenze, stresses that to preserve the category, it will be essential to promote the quality of the product and encourage consumption through greater information and awareness. Seabra recognizes that the high prices of recent years have penalized consumers, but recalls that in the past, prices that are too low have damaged the supply chain, preventing fair remuneration for producers. Promotions and commercial strategies must therefore ensure a balance between convenience and product enhancement. Only in this way will it be possible to support the supply chain and encourage high-quality production. Carapelli is committed to maintaining a constructive dialogue with all the actors in the supply chain, from farmers to bottlers, promoting long-term agreements and adopting sustainable production protocols. The company believes that a new approach to communication, also based on scientific research, could help consumers understand the value of extra virgin olive oil for health, giving it back its rightful place in the market. Furthermore, Carapelli sees growth opportunities also in the HoReCa channel and in international markets, where the quality of Italian oil is highly appreciated. According to Seabra, crises also represent an opportunity to reinvent the category and find new strategies to enhance olive oil, both
