Considerations for the Development of Peruvian Olive Oil in the Global Market
Abstract
Peru, in recent years, has been driving the largest entry into the international olive oil trade. It is a highly competitive and intense market, with Mediterranean countries in Europe identified as leaders. Peruvian exports increased sixfold between 2015 and 2023. The interviewed experts mention that Peru, due to the characteristics of its product, has favorable prospects, despite climate change and price volatility. In this regard, product development is being investigated, with the following objectives: identifying the characteristics of local production; understanding production, marketing, and the reasons for the success of global brands and producing countries; and the prospects and opportunities for global consumption. The research is qualitative in nature, using an unstructured questionnaire. Nine experts in olive oil production and international trade were interviewed. The results suggest that to continue achieving successful entry, the adaptation of new technologies and new olive varieties must be considered, as well as evaluating the possibility of creating a place-of-origin or producer brand.Keywords:
olive oil, global marketing, global market, new varieties, sustainabilityReferences
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