The Marketing Potential of high phenolic olive oil - Dan Flynn, Davis Olive Center
Channel: The Olive Oil Revolution
Date: 2016-06-21

What is the potential of high phenolic olive oil in the market? Health claim established in E.U. is a valuable tool for the approach of consumers. High phenolic olive oil is a functional food that can prevent oxidative stress and diseases, it can protect long term health , it can help with managing weight and can make us feel better and have more energy.

Dan Flynn, executive director of the UC Davis Olive Center, provides the olive oil producers with powerful "weapons" to fight the "marketing war". 

He explains which the consumers need, what they consider healthy, how they generally get information about products and why they chose to buy olive oil. He also gives examples of how other food products have found their place in their market and emphasizes on the importance of educating the consumers. 

In his speech at the 3rd Conference of the Oleocanthal International Society, that took place on the 2nd and 3rd of June, 2016, at Ancient Olympia, Greece, Dan Flynn analyses the following topics:

1) Functional food - Higher price and profit

2) Health claim and marketing 

3) Identify market segments - Build on what consumers know

4) Educate consumers - Traditional sources and new media

5) Not be Isolated - Collaborations and working together with foundations

There are definitely a lot to be done to the right direction, if olive oil producers want to dominate the food - and not only- market.


Speaker's mini CV

Dan Flynn is executive director of the UC Davis Olive Center, established in 2008 to do for olives what UC Davis did for wine.  The self-funded center, the only one of its kind in North America, has helped drive global debate on quality and provides an interdisciplinary resource for olive growers, olive processors, professional buyers, and consumers. 
Flynn and the Olive Center staff have overseen more than one hundred research projects, presented dozens of short courses, established a research laboratory and olive grove, and consulted on three successful legislative measures.  
Dan has reached millions of consumers worldwide through media coverage of the Center.  He has received top awards from UC Davis for his work in leading the center.  


Could a high quality food be also a medicine? We must put into the marketing approach Hippocrates' famous quote "Let thy food be the medicine and thy medicine be the food".

Dan Flynn, University of California - Davis Olive center "The Market Potential of Oleocanthal"

3rd Conference of the Oleocanthal International Society
Olympia Awards Health & Nutrition 2016

Digital sponsoring: http://www.luxhotels.eu/