Final report for FW23-431
Project Information
Olives are one of the most agronomically and environmentally sustainable crops in the West: low pest pressure and low nutrient needs mean low inputs; low to no water needs; excellent year-round carbon sequestration (29kg CO2/tree/year). Olives are a viable permanent crop on small/family farms, particularly in multi-cropping systems or in conjunction with pasturing. This makes olives good for beginning, small, or underserved farmers, which makes olives good for diversity and equity in agriculture. The problem faced by olive growers/producers of olive oil in Oregon, and more generally in the Western region, is the intense pricing competition from very large producers from Mediterranean countries. Oregon/Western region farmers are at a significant disadvantage. They need help to make olive-growing economically sustainable. Here, smart marketing is key. Which arguments to use? Which consumer preferences to leverage? How to market the agronomic and environmental sustainability of olives? How to market the superior health benefits of extra virgin olive oil produced from olives grown in cooler, shorter seasons (such as in Oregon)? How to market the fact that Oregon olives are hand-harvested, which preserves their superb phenolic compounds? This is why we needed this project. PI Caceu, a small olive grower/producer of olive oil in Oregon, and TA Colonna, the Sensory Program Director at the OSU Food Innovation Center, have brought answers to the questions above in a detailed 120-page slide deck report with specific recommendations for branding and marketing arguments. Scientific data from the Linus Pauling Institute was also generated. The project findings have been submitted for publication in scientific journals. The project findings and a summary of the recommendations were presented at an educational outreach event at the OSU Food Innovation Center.
Our project had a double objective: to combine two research data streams from focus groups at the OSU Food Innovation Center and from scientific analysis undertaken at the Linus Pauling Institute at OSU with the overarching goal to generate marketing arguments that olive growers and olive oil producers in the Western U.S. can use:
- Consumer preferences data from focus groups conducted at the OSU Food Innovation Center.
- These focus groups were conducted over three days in December 2023, with 119 participants curated from 2,257 respondents who answered a lengthy questionnaire.
- The project took the raw data contained in hundreds of pages of answers to questionnaires about consumer preferences and refined it to extract actionable marketing recommendations. These recommendations were highlighted and were backed up by extensive information in a 120-page slide deck. The recommendations were also presented at an education/outreach event at the OSU Food Innovation Center on June 20th, 2024 by TA Colonna and PI Caceu. PI Caceu also presented the recommendations in personal communications with a number of olive growers in the Western U.S.
- The marketing arguments contained in the slide deck report emphasized the receptiveness of the consumers to sustainability arguments concerning olives grown and olive oils produced in the Western U.S., which confirmed our starting hypothesis that marketing arguments about sustainable farm practices are welcomed by the consumers and should be emphasized by U.S. producers of olive oil.
- Overall, the primary goal of this proposed project was to help increase the marketing power of local olive oil and thereby increase the economic sustainability of local farmers. We feel that armed with the detailed data generated by our project, olive growers and olive oil producers in the Western U.S. can indeed increase their marketing power and thereby increase their economic sustainability.
- Scientific data about nutrients and vitamins in olive oils from analysis conducted at the Linus Pauling Institute.
- The Linus Pauling Institute measured total phenolic content (TPC), as well as levels of five key phenolic compounds (e.g., hydroxytyrosol, oleocanthal, oleuropein, etc.) and tocopherols (compounds with vitamins E activity) in ten samples of olive oils from the Western U.S. (Arizona, California, Hawaii, and Oregon) as well as high-end imported olive oils, and generated comparative data that confirmed our starting hypothesis that U.S. olive oils have significantly higher levels of these healthful compounds.
- Extra virgin olive oils from olives grown in Oregon (or in similar cooler, shorter-season areas in the Western U.S.) were believed to have the highest levels of these healthful compounds, based on anecdotal, haphazard testing. This was confirmed by the comparative quantification undertaken by the Linus Pauling Institute. This was an important objective, because marketing arguments supported by scientific data will resonate with consumers who are increasingly health-conscious. The focus groups at the OSU Food Innovation Center confirmed this.
- PI Caceu and TA Colonna presented the project's results at an education/outreach event at the OSU Food Innovation Center on June 20th, 2024. Further, PI Caceu presented summaries of the project's results in numerous personal communications with olive growers and olive oil producers, with the executive director of the American Olive Oil Producers Association, and with key opinion leaders in the food industry at events such as the Good Food Mercantile and the Good Food Awards.
- The project's results are being submitted for publication in Acta Horticulturae, in Gastronomy, in the Journal of Food Science, in Postharvest Biology and Technology, and in the LPI Research Newsletter and the LPI Digital Digest.
- For a visual representation of our project's research and education objectives, please see the initial flow chart submitted with the project application: WSARE La Creole Orchards project flow chart
| Date | Activities | Team members |
| August 2023 | Project begins; coordination between PI and TA | PI Caceu, TA Colonna |
| August - December 2023 | Prepare, package, and deliver samples of olive oils (domestic and imported) and other supplies to the OSU Food Innovation Center for focus groups | PI Caceu |
| December 2023 | Focus groups at the OSU Food Innovation Center | PI Caceu, TA Colonna |
| December 2023 - January 2024 | Begin manuscript for publication | TA Colonna |
| December 2023 - January 2024 | Analyze project data and being drafting of final slide deck report | PI Caceu, TA Colonna |
| January - February 2024 | Present summaries of project data to Oregon olive growers in personal communications | PI Caceu |
| March 2024 | Present summaries of project data at the Linus Pauling birthday bash at the Linus Pauling Institute at OSU; prepare and provide samples of olive oils to Linus Pauling Institute for analysis | Linus Pauling Institute, PI Caceu |
| March - April 2024 | Prepare summary talking points for presentation to professionals | PI Caceu |
| April 2024 | Present to professional consumers at the Good Food Mercantile and Good Food Awards and in follow-up personal communications | PI Caceu |
| May - June 2024 | Prepare final version of project slide deck report, manuscripts for publication, and talking points for final education event at the OSU Food Innovation Center | PI Caceu, TA Colonna |
| June 2024 | Present at final education event at the OSU Food Innovation Center | PI Caceu, TA Colonna |
| July 2024 | Prepare and submit final project report to SARE | PI Caceu |
Cooperators
- - Technical Advisor
Research
Our project has combined two research data streams:
- Consumer preferences data from focus groups conducted at the OSU Food Innovation Center.
- These focus groups were conducted over three days in December 2023, with 119 participants curated from 2,257 respondents who answered a lengthy questionnaire.
- PI Caceu and TA Colonna carefully selected a diverse group of consumers (n=119) to ensure that the focus groups would generate the most relevant data about consumer preferences concerning olive oils (imported vs. domestic, sustainable practices vs. traditional cultivation, awareness about health benefits).
- These focus groups were covered by an IRB approval obtained by TA Colonna.
- The project took the raw data contained in hundreds of pages of answers to questionnaires about consumer preferences and refined it to extract actionable marketing recommendations. TA Colonna leveraged 20 years of experience at the OSU Food Innovation Center and proven analytical methods to make sense of the preferences voiced by consumers during the focus groups, to assemble these preferences into specific, actionable recommendations for branding and marketing arguments and messages that olive growers/producers of olive oil should use in their marketing campaigns. These recommendations were highlighted and were backed up by extensive information in a 120-page slide deck. The recommendations were also presented at an education/outreach event at the OSU Food Innovation Center on June 20th, 2024 by TA Colonna and PI Caceu. PI Caceu also presented the recommendations in personal communications with a number of olive growers in the Western U.S.
- The marketing arguments contained in the slide deck report emphasized the receptiveness of the consumers to sustainability arguments concerning olives grown and olive oils produced in the Western U.S., which confirmed our starting hypothesis that marketing arguments about sustainable farm practices are welcomed by the consumers and should be emphasized by U.S. producers of olive oil.
- The recommendations in the slide deck report, in presentations at the education/outreach event, and in numerous personal communications with olive growers, olive oil producers, and professional and retail consumers of olive oil, when implemented in practice by various olive oil producers will help Oregon growers/producers (and beyond Oregon all growers/producers in the Western region and throughout the U.S.) build the social capital and social networks that they need in order to create stronger, longer-lasting connections with consumers that are key to successful marketing, particularly when faced with competition from low-priced imports. This hypothesis was strongly confirmed by the data gathered from the focus groups.
- TA Colonna has submitted a manuscript for publication in Acta Horticulturae and will submit further manuscripts to other scientific journals such as Gastronomy, the Journal of Food Science, and Postharvest Biology and Technology.
- These focus groups were conducted over three days in December 2023, with 119 participants curated from 2,257 respondents who answered a lengthy questionnaire.
- Scientific data about nutrients and vitamins in olive oils from research at the Linus Pauling Institute.
- The Linus Pauling Institute measured total phenolic content (TPC), as well as levels of five key phenolic compounds (e.g., hydroxytyrosol, oleocanthal, oleuropein, etc.) and tocopherols (compounds with vitamins E activity) in ten samples of olive oils from the Western U.S. (Arizona, California, Hawaii, and Oregon) as well as high-end imported olive oils, and generated comparative data that confirmed our starting hypothesis that U.S. olive oils have significantly higher levels of these healthful compounds.
- Extra virgin olive oil can be very rich in phenolic compounds and vitamins E. These compounds are known to have significant benefits for human health: their antioxidant, anti-inflammatory activities have been been linked by numerous in-vitro, animal, and clinical trials to improved cardiovascular health, reduced risk of cancer, delayed neurodegenerative disease, and other health benefits.
- Extra virgin olive oils from olives grown in Oregon (or in similar cooler, shorter-season areas in the Western region) were believed to have the highest levels of these healthful compounds, based on anecdotal, haphazard testing. This was confirmed by the comparative quantification undertaken by the Linus Pauling Institute.
- This grant in effect enabled the first-ever scientific comparison of healthful compounds in olive oils based on their provenance.
- This scientific comparative data was integrated into the presentation by PI Caceu and TA Colonna at the OSU Food Innovation Center on June 20th, 2024. This data was also shared by PI Caceu in personal communications with a number of olive growers in the Western U.S.
- This comparative data will be summarized for publication by the Linus Pauling Institute in the LPI Research Newsletter and in the LPI Digital Digest.
- The Linus Pauling Institute measured total phenolic content (TPC), as well as levels of five key phenolic compounds (e.g., hydroxytyrosol, oleocanthal, oleuropein, etc.) and tocopherols (compounds with vitamins E activity) in ten samples of olive oils from the Western U.S. (Arizona, California, Hawaii, and Oregon) as well as high-end imported olive oils, and generated comparative data that confirmed our starting hypothesis that U.S. olive oils have significantly higher levels of these healthful compounds.
- Consumer preferences data from focus groups conducted at the FIC. A massive amount of data was obtained from the consumers who answered the recruitment questionnaire (n=2,257, aged 18 and over). Even more detailed data was obtained from the consumers who participated in the actual sensory evaluation of olive oils at the FIC in December 2023 (n=119). Consumers who were selected (n=119) were given an honorarium for their participation. The olive oil research was approved by the OSU IRB # 2023-353. Consent was obtained from each participant prior to their participation in the consumer test. Four different olive oils, including one from Oregon, were selected for the consumer test. Samples were chosen based on promotion of high quality, high polyphenol content, early harvest, and/or Western U.S. production. The most important data point concerning sustainable agricultural production that was developed by the consumer test was that 83% of consumers rated 'sustainable farming practices' as between 'extremely important' and 'very important'. We have appended the 120-page slide deck that is a summary of the data, see Olive Oil Consumer Test_Dec_2023 PowerPoint report. We also have available for review over 125 pages of detailed answers to questions that asked for specific input from the consumers.
- Scientific research from research at the Linus Pauling Institute. PI Caceu contracted the Linus Pauling Institute to conduct the comparative analysis of ten (10) samples of extra virgin olive oil from different producers—two samples from two distinct batches produced by the same Arizona producer (one batch made from estate-grown olives, the other made from olives grown on tribal land), two samples from California, one sample from Maui, two samples from Oregon, and three imported olive oils (two Greek and one Italian, all three being very high quality and reportedly high in phenolic content). Total Polyphenol Content (TPC), five targeted phenolic compounds, and two tocopherols were measured. Across most parameters, olive oils from the Western region of the U.S. scored higher—significantly higher—than imported oils that were marketed as high-phenolic olive oils. A 6-page report was produced and appended, see WSARE Analysis Report.
Research Outcomes
Olive Oil Consumer Test_Dec_2023 PowerPoint report
Our consumer test was conducted at the Oregon State University Food Innovation Center ("FIC") sensory laboratory, in Portland, Oregon. Interested olive oil participants were recruited using social media, local postings, and the FIC database. Those who responded (n=2,257, aged 18 and over) answered screening questions for a chance to participate. Consumers who were selected (n=119) were given an honorarium for their participation. The olive oil research was approved by the OSU IRB # 2023-353. Consent was obtained from each participant prior to their participation in the consumer test. Four different olive oils, including one from Oregon, were selected for the consumer test. Samples were chosen based on promotion of high quality, high polyphenol content, early harvest, and/or Western U.S. production. The most important data point concerning sustainable agricultural production that was developed by the consumer test was that 83% of consumers rated 'sustainable farming practices' as between 'extremely important' and 'very important'. The three most important attributes to this group of consumers were '100% pure', 'robust flavor/aroma', and 'sustainable farming practices'. Our recommendation is for Western U.S. producers of extra virgin olive oil to more clearly emphasize the sustainability of their farming practices, whether the water efficiency of growing olives, the healthier soils in olive orchards that use little to no synthetic inputs, or the lower carbon footprint of domestically-produced olive oil. Western U.S. producers have an advantage in that many have implemented more sustainable farming practices than their counterparts in Europe, South America, or Australia. That advantage should be made known more clearly.
Education and Outreach
Participation Summary:
Our project has included a diversity of education and outreach.
A slide deck (120 slides) was produced that details our consumer research results. See: Olive Oil Consumer Test_Dec_2023 PowerPoint report
A condensed version of this report was presented at an in-person and webcast event held at the Oregon State University Food Innovation Center ("FIC") on June 20th, 2024. Over 40 participants joined this hybrid event, including several local olive growers, including the leading Oregon olive grower Durant Oregon, as well as the executive director of the American Olive Oil Producers Association ("AOOPA"), the leading industry group for olive growers and olive oil producers in the U.S. A lively Q&A session followed the presentation. The participation of AOOPA at the hybrid event ensures the wider distribution of the project's results to U.S. olive oil producers.
The consumer research results are being submitted for primary publication in Acta Horticulturae, and other manuscripts will be submitted for publication in Gastronomy, in the Journal of Food Science, and in Postharvest Biology and Technology.
Also presented at the June 20th hybrid event were the results of testing of olive oil samples by the Linus Pauling Institute at Oregon State University, to quantify health-promoting phenolic compounds. See: WSARE Analysis Report A description of this project and of the results of the testing done by the Linus Pauling Institute will be published in the LPI Research Newsletter and in the LPI Digital Digest. In our opinion, these results, however preliminary, show that olive oils produced in the Western U.S. tend to have higher levels of phenolic compounds than imported olive oils. The main lesson—and strongest recommendation to U.S. olive oil producers is to begin to emphasize the high-phenolic character of their oils and to link it to the quality of the oils and to the sustainable practices undertaken in the olive orchards.
Direct proactive outreach was undertaken by the project PI in numerous personal communications with olive growers in California and Oregon, and with professional consumers of olive oil in California, Michigan, Nevada, New York, and Oregon, to provide them with project updates as the project was unfolding. One such personal communication worth highlighting has been with Ari Weinzweig, co-founder of Zingerman's Delicatessen, a leading fine foods space in Ann Arbor, Michigan that is widely considered to be a birthplace of the better foods/better farming movement in the U.S.
Numerous personal communications were undertaken by the project PI with alternative/unusual professional consumers of olive oil: the project PI has provided information about the sustainability aspects and health benefits of olive oil produced in the U.S. (from olives grown in the Western region of the U.S.) to distillers who might want to 'wash' alcohols they produce with olive oil: a dozen Oregon distillers were contacted, three visited the project PI’s olive orchard, and one of them, Molly Troupe of Freeland Spirits, incorporated olive oil into Freeland cocktails. Discussions continue with a number of other distillers, such as Lee Hedgmon of The Barreled Bee, a hyper-creative distiller who is working on pairing olive oil with honey and barrel-aged gin.
Numerous personal communications were undertaken by the project PI with retail consumers: the project PI poured samples of olive oil at a variety of events, from the Good Food Mercantile, a large event held at the Oregon Convention Center in Portland in April 2024, to the medium-sized event held at the FIC for its 25th anniversary in July 2024, to the intimate Linus Pauling birthday bash at the Linus Pauling Institute at Oregon State University in February 2024. Thus, the project PI had the opportunity to engage with hundreds of consumers to educate them about the sustainability aspects and health benefits of olive oil produced in the Western U.S.
In April 2024, La Creole Orchards and Durant Oregon were both awarded medals by the Good Food Foundation—the very first awards for olive oils produced in the U.S. anywhere other than in California. The Good Food Awards ceremony provided a further opportunity for the project PI to talk to many food industry members about the sustainability aspects and health benefits of olive oil produced in the Western U.S.
- A report detailing the project's research and findings was produced. It was disseminated to over 40 participants, including the leading industry group, AOOPA, at the hybrid (in-person and webcast) event held at the FIC on June 20th. The project's research and findings were further disseminated during personal communications with dozens of other olive growers in the Western U.S. and with professional consumers of olive oil throughout the U.S., and, in condensed form, with retail consumers at various outreach events.
- Scientific publication: The consumer research results are being submitted for primary publication in Acta Horticulturae, and other manuscripts will be submitted for publication in Gastronomy, in the Journal of Food Science, and in Postharvest Biology and Technology. A description of this project and of the results of the testing done by the Linus Pauling Institute will be published in the LPI Research Newsletter and in the LPI Digital Digest.
- Presentation at education/outreach events: The main event dedicated to the dissemination of the project's research and findings was the hybrid (in-person and webcast) event held at the FIC on June 20th. This event included the participation of individual olive growers and of the leading industry group, AOOPA. The project PI also leveraged other food- and nutrition-related events to disseminate condensed versions of the project's research and findings, such as at the Good Food Mercantile.
Education and Outreach Outcomes
From the interactions with over 360 participants over three outreach events the FIC (in December 2023, June 2024, and July 2024), the recommendations for the effective dissemination of agricultural research results include:
- consumers curated through a well-designed selection process and duly incentivized will spend over 90 minutes answering dozens of questions, including questions that required them to provide their own answers, thus generating massive amounts of highly-relevant data;
- consumers who are passionate or knowledgeable about a product or a crop (again, a function of a well-designed selection process), will provide high-quality feedback that is useful;
- they also are more apt to understand marketing and promotion arguments, which is useful when submitting to them a variety of arguments to choose from;
- bottom line: the better curated/selected the group of consumers is, the higher the quality of the data gathered from them;
- at casual outreach events, pouring free samples of olive oil while at the same time providing strong talking points about sustainable farming practices or product quality creates a synergistic effect between the sensory experience (sampling the olive oil) and the educational experience;
- important emotional attributes about the way consumers feel when experiencing an olive oil they like were described primarily as 'luxurious' and 'healthy', leading us to recommend to make consumers feel luxurious and healthy when sampling olive oils;
- when considering the choices consumers make about the food and beverages they consume on a daily basis , ‘health’ was ranked second only to ‘sensory appeal’, leading us to recommend to make consumers aware of the health properties of extra virgin olive oil and of the link between high-quality olive oil and sustainable farming practices;
- ‘sustainable farming practices’ was a selling point that was emphasized by over 80% of the consumers who were queried, leading us to recommend to talk to consumers in more specific detail about the various farming practices that constitute 'sustainable farming practices' because consumers are interested and appreciative.
From the results of lab testing of samples of olive oil at the Linus Pauling Institute at Oregon State University, the main lesson—and strongest recommendation to U.S. olive oil producers is to begin to emphasize the high-phenolic character of their oils and to link it to the quality of the oils and to the sustainable farming practices undertaken in their olive orchards.
Recommendations for marketing and promotion of extra virgin olive oils produced in the Western U.S.
Recommendations for linking concrete figures such as the Total Phenolic Content (in mg/kg) in olive oils to concepts such as quality, freshness, health benefits, and sustainable farming practices