When Work Becomes Passion: From the Olive Groves of Crete to Paris

2 days ago

4 min read

Updated: 1 day ago

Even on holiday, some passions are impossible to switch off.

Being COO of AVPA means that agricultural products are never simply products to me. Wherever I travel, I naturally look at the landscape, the producers, the traditions, the varieties, the markets — and, above all, the people behind the products.

So, being in Crete, one of the great historical lands of olive cultivation, I could hardly resist turning part of my holiday into a little olive oil market exploration.And Crete is certainly worth exploring.

Crete: an extraordinary terroir — and a fascinating economic model

Olive trees are everywhere in Crete. They shape the landscape, the cuisine, the economy and the identity of the island.

The scale of olive oil production is impressive. Grèce remains one of the world's major olive oil-producing countries, and Crete is its leading olive-producing island.

But looking at the Cretan olive oil sector also raises an important economic question:

Where is the value created — and where does that value remain?

A significant part of Greek olive oil has traditionally been sold in bulk. The oil may be produced by Greek farmers and mills, but once it leaves the country in large containers, much of the subsequent value creation — bottling, branding, marketing, distribution and consumer positioning — can take place elsewhere.

This is one of the great challenges, but also one of the great opportunities, for Greek and Cretan olive oil.

The difference between selling an excellent agricultural raw material and selling a recognised finished product can be enormous.

When a producer bottles under their own name, builds a brand around their terroir, communicates their variety and harvesting methods, and reaches the consumer directly or through a differentiated distribution network, much more of the value chain can remain in the producing region.And that means more than a better price for one bottle.

It means more value retained by farmers and local producers, more investment in mills and packaging, more jobs, stronger rural economies and greater incentives to preserve the olive-growing landscape.

In other words, moving from bulk production to a strong finished product is not simply a marketing strategy.

It is an economic development strategy.

From terroir to brand

This is precisely the approach that AVPA believes in.

We believe that the journey should not stop at the terroir. Terroir is the starting point.

It gives the product its identity, its diversity and its authenticity.

But the producer must then be able to transform that identity into a finished product with a name, a story, a reputation and a place in the market.

From terroir to product. From product to brand. From brand to value.

And ultimately, from value to a stronger agricultural economy.

This is one of the fundamental reasons why AVPA organises its international competitions.

Our objective is not simply to determine which oil is "the best". In fact, we deliberately recognise the diversity of olive oils — from intense green fruitiness to ripe fruitiness and even traditional "old-style" profiles.

We want to help exceptional producers identify, express and valorise the identity of their product.

A medal can provide recognition. Recognition can help a producer communicate. Communication can help build a brand. And a stronger brand can help the producer capture more of the value created by the product. That is what we mean by valorisation.

A journey through thousands of years of olive oil

During my stay, I visited the Striligkas Olive Mill & Museum in Achlada, Crete.

A very special thank you to the Striligkas family for preserving and sharing this extraordinary heritage.

The museum takes visitors through the evolution of olive oil production, from ancient methods associated with the Minoan civilisation and Byzantine techniques to today's modern mechanical extraction.

It is a fascinating reminder that olive oil is not simply an agricultural commodity.

Behind today's bottle of extra virgin olive oil there are thousands of years of accumulated knowledge.

The tree, variety, terroir, harvest, mill and the producer.

And the decisions made in the few critical hours between harvesting the olives and extracting their oil.

All of these elements contribute to the identity of the final product.

The market is changing

The olive oil world is also becoming increasingly global. For decades, production and consumption were strongly concentrated around the Mediterranean. Today, the picture is much more complex.

New producing regions are developing their own identities and quality standards, while consumers around the world are becoming increasingly interested in origin, traceability, varieties, production methods and the story behind the product.

And this creates an extraordinary opportunity for producers who are prepared to move beyond commodity thinking.

Because quality without recognition remains invisible. And terroir without a brand can remain undervalued.

Two hemispheres, one extraordinary product

This brings me to another fascinating aspect of my work at AVPA.

From the Southern Hemisphere to Paris

At AVPA, we want to create a meeting point between these producers and an international audience. Our Oils of the World competition is designed around the realities of the olive oil calendar, with separate sessions for the Northern and Southern Hemispheres. More than 400 edible oils from around twenty countries participate in the competition each year. And right now, the two seasons are meeting.

The Northern Hemisphere is preparing for harvest.

The olive trees are still gathering the last drops of sunlight and warmth. The olives are filling, changing colour, developing their aromas and building the character of the new season.

Meanwhile, the Southern Hemisphere is already packing its oils and sending them towards Paris.

We have already received oils from Brazil and South Africa, and we are waiting for the new samples from Chile and Peru, together with producers from the other countries of the Southern Hemisphere.

To all Southern Hemisphere producers: this is your moment to join us.

Bring your terroir to Paris. Bring your varieties. Bring your know-how.

And, above all, bring the finished product that carries your name.

Because the future of olive oil should not be only about producing more.

It should be about creating more value where the olives are grown, keeping more value in the hands of producers, and giving every exceptional terroir the opportunity to become a recognised product and a strong brand.

From the olive tree to the bottle. From terroir to brand. From the producer to the consumer. From one hemisphere to the other.And from all of them — to Paris.

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