I want to tell you what is hidden in a couple of sentences that you often hear during the ordinary activity of promotion of our extra virgin olive oil:
- “No thanks, I buy a very good oil at the supermarket for 5 Euros!”
- “Beware of the price that you propose, I have a wholesaler who sells me a DOP to 6 Euros!”
Notice that we’re not talking about mega bargain prices or offers staring from € 3 in a hard discount. We are considering people looking for quality products, people that believe to bring home something good for himself, his family, his health.
The problem is that their evaluation is based only on price. And the price, more often, is deceiving. The world of extra virgin olive oil is made up by many actors. Each of them is cut out a margin on the product sold. So, the longer the chain of distribution, the more there is the risk that also an expensive product is of poor quality.
Is what happens to the large retail chains: large supermarkets! Before arriving on the desk of a supermarket your extra virgin is passed through the hands of so many retailers that little remains of virgin and the extra you’ll notice is the price.
The infographic that we present helps to explain clearly what are the risks you take buying your extra virgin olive oil (also expensive) to the supermarket and what would be the benefits that you would have to spend the same amount directly from the producer.
And if that manufacturer is small, it is from Abruzzo, brings you the extra virgin straight home and it is called Bompensa … is even better!
Ps: of course all that is reported in the infographic is true. But we can not exclude either that some player of the distribution is respectful of the work of small producers, nor that a small producer uses the same tricks of a supermarket.