The olive oil sector in Alicante has decided to take a leap forward and work in a coordinated manner so that its extra virgin olive oil is protected with a Designation of OriginAfter years of scattered efforts, producers, cooperatives and olive mills have joined forces under the collective brand Olis d'Alacant with a clear goal: to make Alicante olive oil easily recognizable, give it more weight in the market and improve the profitability of those who cultivate it.
The future PDO is not conceived as a simple label, but as a strategic tool to differentiate a product linked to native varieties, mountain territory and centuries-old olive treesThe province, which concentrates nearly half of the olive oil production in the Valencian CommunityIt hopes that its "liquid gold" will no longer go unnoticed compared to other Spanish areas with much more established brands.
Olis d'Alacant: a brand to unite the sector and give a voice to Alicante olive oil
The Olis d'Alacant association was born from the will of weaving a common structure between olive mills, cooperatives and producers spread across the different regions of the province. It currently comprises around 22 olive mills, in addition to other players in the olive oil sector who share a common goal: to work under a single brand that represents extra virgin olive oil from Alicante.
According to those in charge, for years each producer and each olive mill It operated separately, without a common identity to support its origin and the quality of the oil. This fragmentation weakened their negotiating position, hindered joint promotion, and made it more difficult for consumers to identify the product as clearly from Alicante.
The creation of Olis d'Alacant is the result of a long process. The olive sector of the Young Farmers' Association (Asaja) of Alicante had been working for over a decade to to connect producers and lay the foundations for a common projectThat journey culminated in 2022, with the formation of an association that has been consolidating the brand and expanding support.
In this context, the new collective brand is conceived as an umbrella that allows speak with one voice to administrations, distributors and consumersThe purpose is clear: that the extra virgin olive oil produced in the province be associated with a defined, recognizable identity, backed by shared quality standards.
With this structure, the sector aims to better leverage the potential of Alicante, a province with a large population, intense tourist activity, and a significant restaurant industry. key spaces to promote and position local olive oil both among residents and among national and international visitors and to highlight its advantages over other oils like avocado.
First public steps: the 1st Olis d'Alacant Exhibition at the MARQ
The Archaeological Museum of Alicante (MARQ) has hosted the first Olis d'Alacant SampleThe event, conceived as a showcase for extra virgin olive oil produced in the province and as a meeting point for the sector, served to raise awareness of the collective project and openly explain the path towards the future Protected Designation of Origin.
During the event, the 22 olive oil mills integrated into the brand were presented, allowing them to showcase the the uniqueness of its oils, the aromatic nuances and the differences between preparationsThe program included a product exhibition, a tasting of extra virgin olive oils, and a gastronomic cocktail party in which Alicante EVOO was the focus of the various culinary offerings.
The event brought together producers, institutional representatives, and professionals from the agri-food sector, all linked in one way or another to the olive oil industry. The objective was twofold: firstly, to strengthen the recognition of the province's oil among the local stakeholders themselves.On the other hand, to send a clear message about the willingness to organize and gain influence both within and outside the territory.
The presentations during the exhibition emphasized the need to give this product the prominence that, according to its promoters, it has not had until now. Even though it is a historical crop in the province, with centuries-old and even millennia-old olive trees scattered across different municipalities, Alicante olive oil has not always been at the forefront when talking about the Spanish olive oil sector.
The exhibition was also conceived as a tool for the future. Beyond a specific showcase, the sector wants this event to serve as a starting point for an ongoing promotional strategywith fairs and exhibitions such as the Ontur olive oil fair, with a focus on the quality of extra virgin olive oil, the diversity of its varieties and its connection to the rural landscape of Alicante.
The future Protected Designation of Origin: protecting the origin and opening markets
One of the central aims of the project is obtaining the Protected Designation of Origin for extra virgin olive oils from the provinceThis designation, recognized in the European sphere, allows for the distinction of products that maintain a close relationship with a specific territory, both through the varieties used and the cultivation and production techniques.
In the case of Alicante, the sector hopes that the PDO will especially protect the native olive varieties, such as Villalonga, Blanqueta, or CallosinaAmong others. These varieties, adapted to the mountain conditions, terraces and complicated terrain, give rise to oils with their own sensory profiles, which producers consider a key advantage against the strong competition from other areas of Spain.
The proponents of the initiative insist that it is not about competing in volume, but in focusing on quality and differentiationIn a globalized market where Andalusia and Extremadura have well-established historical brands, the added value for Alicante lies in highlighting the origin, the particularities of the territory and the work on farms where it is not always easy to produce.
The Designation of Origin is also seen as a way for the farmer to to obtain a better price for their product and ensure the economic viability of the farmsBy offering a certified guarantee of origin and quality, the PDO makes it easier for consumers to know clearly what they are buying and why that oil may have a different positioning in the market, as well as highlighting its value. health benefits and properties.
Furthermore, official protection opens the door to new business opportunities, both in the domestic market and in other European countrieswhere designations of origin enjoy widespread recognition. The "Alicante" brand, combined with extra virgin olive oil, could thus become another element within the map of quality agri-food products in Spain and the European Union.
More than a decade of work to unite the olive groves of Alicante
The path towards the future PDO didn't appear overnight. The olive sector of Asaja Alicante had been working on it. more than ten years of work, dialogue and shared vision with the aim of developing a solid project. The creation of Olis d'Alacant in 2022 was one of the key milestones in that process.
The president of Asaja in the province, José Vicente Andreu, recalled that the first step was to bring together the various olive oil mills and cooperativesMany of them had a long history but lacked stable coordination. From there, the idea of ​​a common brand that would bring together the entire olive oil sector of Alicante gradually took shape.
One of the messages most frequently repeated by industry spokespeople is that the The division diminished its capacity for influence and hindered its external projection. of local oil. Working together is now presented as the only way to have real weight when it comes to demanding support, accessing promotional programs or negotiating with buyers and distributors.
The construction of a Designation of Origin also requires significant technical and administrative work: Define the specifications, specify the geographical area, and establish production and certification standards.and coordinate with the relevant authorities. In this regard, the sector maintains constant contact with the Ministry of Agriculture in order to make progress on the necessary procedures.
Although no firm deadlines have been set, agricultural organizations speak of a medium-term horizon for the PDO to become a reality. Until then, the objective is to continue strengthening the union among producers. to promote the Olis d'Alacant brand and increase the recognition of the province's extra virgin olive oil between consumers, the hospitality industry and specialized channels.
Institutional support and economic weight of the olive oil sector in the province
The regional and provincial governments have publicly expressed their support for the initiative. The following participated in the 1st Olis d'Alacant Exhibition: President of the Valencian Generalitat, Juanfran Pérez Llorca, and the President of the Alicante Provincial Council, Toni Pérez, in addition to officials from the Ministry of Agriculture and other political representatives.
The regional government has particularly valued the fact that the producers in the province have united under the same brandIt was emphasized that the Valencian Community boasts numerous high-quality agri-food products that benefit from protected designations of origin (PDOs). In this context, the commitment to Alicante olive oil is seen as another key element in the strategy to boost the primary sector and the agri-food industry.
For its part, the Alicante Provincial Council has highlighted the role of the olive oil sector as engine of economic development, generator of employment and key factor in the revitalization of rural areasThe provincial institution has also announced specific lines of economic support for the promotion and defense of the collective brand, with funds earmarked for dissemination activities and presence at events.
The Provincial Council also highlights the contribution of Alicante extra virgin olive oil to the projection of the gastronomic heritage of the provinceClosely linked to tourism and the restaurant industry, integrating local olive oil into the culinary offerings of bars, restaurants, and hotels is considered an important step in strengthening their position with national and international visitors.
The involvement of these institutions, along with that of professional agricultural organizations such as Asaja Alicante, is interpreted within the sector as a fundamental element for facing an increasingly changing environment, with highly competitive markets and growing demands in terms of quality, traceability and sustainability.
Outstanding challenges: administrative simplification, profitability and visibility
Despite the boost provided by the creation of Olis d'Alacant and the progress towards PDO status, the olive oil sector in Alicante is aware that There are still important challenges aheadOne of the issues most frequently mentioned by producers is the administrative burden on farms, from bureaucratic requirements to procedures related to aid and certifications.
Representatives of the sector are demanding that the "common sense" in regulations and proceduresThis way, farmers don't have to spend more time on paperwork than on the actual work in the fields. Streamlining processes is considered essential for the continued viability of farms, many of which are small and family-run.
Another key challenge is improving profitability. The message coming from the olive oil mill association and Asaja is clear: The goal is for the farmer to be able to live decently from his workand that the commitment to quality and certified origin translates into fairer prices throughout the entire chain.
At the same time, the sector identifies the need to continue working on increasing the visibility of Alicante olive oil. Although it has historically been present in the province, It has not always enjoyed the social and commercial recognition that its promoters believe it deserves.Hence the importance of actions such as fairs, exhibitions, tastings and dissemination campaigns aimed at both the end consumer and the restaurant and specialized trade.
The strategy also involves promoting the consumption of local products, appealing to proximity, to the guaranteed traceability and the link with the agricultural landscape from Alicante. The PDO is understood, in this sense, as one more piece within a broad mechanism to reinforce the identity of the oil, protect the cultivation of the olive grove and ensure its continuity over time.
With the launch of the Olis d'Alacant brand, the holding of the first exhibition at the MARQ and the progress in the Protected Designation of Origin application, the Extra virgin olive oil from Alicante enters a new stage where industry unity, institutional support, and a commitment to quality become central pillars. The challenge now is to maintain this pace of work, achieve official recognition, and consolidate Alicante olive oil as a clear benchmark on the olive oil map of Spain and Europe.
