**5. References**

242 Olive Oil – Constituents, Quality, Health Properties and Bioconversions

From a marketing point of view, consumers' purchasing behaviour is affected by the presence of heterogenous preferences that are derived from their own needs. This is especially important when the consumer is faced with new products or innovations. With regard to olive oil, an agrofood product that is one of the main components of the well-known Mediterranean diet, this heterogeneity is still greater, given the lower consumer knowledge in relation to such a product. Nevertheless, it is not exclusive of markets in the first stages of adopting olive oil, but is also, to a lesser extent, present in countries with a stronger tradition of olive oil consumption. Thus, the majority of studies report a stronger role of extrinsic aspects over intrinsic attributes. In this context, price is the major factor affecting consumer behaviour. Nevertheless, when the consumer is familiar with the product, the country of origin is the

The results obtained here lead the authors to offer a number of implications for marketing management in the olive oil sector. Given the strong presence of olive oil in international markets, as well as production systems strongly linked to a specific area of origin, promoting familiarity or experience of the products could provide firms with an effective source of

In particular, for those markets with less knowledge of olive oil (e.g., the US or China) communication actions will be critical for increasing consumers' familiarity and consequently their knowledge about these products. Thus the objective of commercial communication should consider not only different perceptions of the product cues, but also the differences in product familiarity. In particular, for countries in which product knowledge is greater and consumers have greater knowledge of the intrinsic characteristics of the product, communication campaigns should aim to reinforce consumers' image of the product. In contrast, in countries where the product knowledge is more limited, communication should focus on raising the consumers' level of familiarity and knowledge. This will raise the consumer confidence and, by extension, their purchase intention (Laroche *et al*., 1996). In

1. *Campaign to raise awareness among producers and exporters of olive oil*. This first stage should focus on informing producers/exporters about the positive consequences that a favourable image of the area of origin can have for each firm in particular, and for the sector in general. It is necessary to improve training in marketing and communication, for producing and commercial firms, so that they adopt a market orientation approach. For instance, this is the case for Spanish olive oil. Such campaigns are necessary if Spanish olive oil wants to improve its international market penetration, in relation to

2. *Educational campaign aimed at consumers*. The main objective at this stage should be to inform the consumer about the area of origin, the olive oil's area characteristics, the production techniques, and so forth. In short, the objective should be to communicate to the consumer the sector's enormous experience in the cultivation of olive oil, and the quality and safety processes used to obtain the end product. This stage of the campaign should also include communication actions aimed at prescribers (e.g., restaurant owners, food specialists) so that they recommend the product to the end consumers

competitive advantage, because of the positive consequences for the product image.

general terms, such campaigns should be divided into four consecutive stages:

Italian olive oil.

(current and potential consumers).

**4. Conclusions and recommendations** 

most influential aspect in determining consumer purchases.


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**Part 2** 

**Olive Oil Extraction and Waste** 

**and Other Applications** 

**Water Treatment – Biotechnological** 


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**Part 2** 

**Olive Oil Extraction and Waste Water Treatment – Biotechnological and Other Applications** 

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**13** 

*Spain*

**New Olive-Pomace Oil Improved** 

**by Hydrothermal Pre-Treatments** 

F. Rubio-Senent and J. Fernández-Bolaños *Departamento de Biotecnología de los Alimentos, Instituto de la Grasa (CSIC), Avda, Seville,* 

G. Rodríguez-Gutiérrez, A. Lama-Muñoz, M.V. Ruiz-Méndez,

*Instituto al Campus de Excelencia Internacional Agroalimentario, ceiA3* 

The health properties of virgin olive oil (VOO) are well known in the Mediterranean Diet, in which VOO is the main source of fat (Boskou, 2000). The Mediterranean area provides 97% of the total olive production of the world and represents a major industry in the region (Aragon & Palancar, 2001). The fatty acid composition is not the only healthy component of olive oil; in addition, minor components have high biological activities (Pérez-Jiménez et al., 2007). From the olive oil by-product, the olive-pomace oil (OPO) is obtained. Recent studies have demonstrated the positive benefits of OPO on health, and these effects are due mainly to the presence of minor components (Ruiz-Gutiérrez et al., 2009). The new olive oil extraction processes in the olive mills make the extraction of OPO and the general utilisation of wastes more difficult. New thermal systems are proposed to pre-treat the olive oil wastes

The manufacturing process of olive oil has undergone evolutionary changes. The traditional discontinuous pressing process was initially replaced by continuous centrifugation, using a three-phase system and later a two-phase system. Depending on the different olive oil production method, there are different kinds of wastes. The classic production of olive oil generates three phases and two wastes: olive oil (20 %), solid waste (30 %) and aqueous liquor (50 %). The solid waste (olive cake or "orujo") is a combination of olive pulp and stones. The aqueous liquor comes from the vegetation water and the soft tissues of the olive fruits, with water added during processing (so-called "alpechin" or "olive-mill waste water"). The presence of large amounts of organic substances (oil, polyphenols, protein, polysaccharides, etc.) and mineral salts represents a significant problem for the treatment of

The use of a modern two-phase processing technique to which no water is added generates oil and a new by-product that is a combination of liquid and solid waste, called "alperujo", "alpeorujo" or "two-phase olive mill waste". This by-product is a high-humidity residue

**1. Introduction** 

to facilitate their utilisation and OPO extraction.

**1.1 Olive oil extraction systems** 

wastewater (Borja et al., 1997).
