When it comes to the Italian olive oil, it is necessary not only to refer to the origin of the olives but also the ability to blend the oil. This is the opinion of Mauro Tosini, general manager of Carapelli Firenze, the company which holds the brands of Bertolli, Carapelli and Sasso, and which was also recently taken over by the Spanish group Deoleo by CVC private equity fund. The company maintains two establishments in Italy: that of Tavernelle val di Pesa (in Florence), headquarters for Carapelli since 1995, and that of Inveruno (in Milan), headquarters of Bertolli since the times of Unilever. Regarding Sasso, it has been in foreign hands since 1988, when Nestlé acquired it from the Novaro family. Yet, all of these brands are recognised throughout the world as synonyms of Italy, thanks to their ability to create distinctive blends. “Also because, unfortunately, there wouldn’t be enough local raw ingredients”, states Tosini, “and furthermore, the prices wouldn’t be suitable for the mass market.” How does one manage a portfolio of such strong brands without creating overlaps? “Every brand”, replies Tosini, “has its own precise position in the market: for fifteen years now Bertolli has represented the ability to segment tastes by blending different flavours to match: robust, gentle and fragrant. Carapelli is a brand strongly tied to tradition, in particular Tuscan tradition, with very specific varieties like the Tuscan PGI-quality Oro verde, the Ligustro and the Macine, an oil which isn’t filtered. Finally, Sasso has always based its own marketing strategy upon an image of health and well-being.” Thanks to these different marketing images, the company is able to have presence in at least 50 countries, often in a leading position, like in the United States, Canada, Germany and Australia, with a total turnover of 260 million euros. “In countries like France, where the consumer is more discerning, a premium brand such as Carapelli is highly appreciated”, explains Tosini, “whereas in the Arabic countries, in India and in Pakistan, where there is strong competition from seed and rice oils, a brand which relies on lightness like Sasso is better received.” As for Bertolli, according to data from Euromonitor 2013, it is the most sold olive oil in the World.
