Marketing as evoo production driver_2009

Marketing as the
technology driver
for EVOO production
UCDavis
2009 December, 8
Lamberto Baccioni
Business Unit Olive oil
Alfa Laval SpA
Tavarnelle V.P. (FI)

3500
3000
2500
2000
1500
OO production Kton/year
www.alfalaval.com
1000
500
0
'00 '01' '02 '03 '04 '05 '06 '07 '08
Total W.W spain italy greece

World fats Consumption per capita (Kg / year)
Albania
ArgeElgiaypt
France
Jordan
Greece
Israel
Italy
OCEANIANAeuws tZraeleialand
Japan
Chile
Mexico
Brasil
Argentina
USA
Lebanon
ASIA
LATIN
AMERICA
MEDITERRANEAN AREA
MIDDLE EAST
Morocco
Portugal
Saudi Arabia
Spain
Tunisia
Canada
Austria
Holland
Suisse
Sweden
GeUrmK any SyriaTurkey
NORTH
AMERICA
CENTRAL NORTH
EUROPE
TOTAL FATS
OLIVE OIL
© Alfa Laval Slide 3 www.alfalaval.com
SOURCE: FAO, 2002

Kg/year
Olive Oil consumption per capita in Australia, Austria, Canada, France,
1,2
1
Germany, Japan, Nederlands, Sweden, Switzerland, UK, USA.
0,8
0,6
0,4
0,2
0
94-95 95-96 96-97 97-98 98-99 99-00 00-01 01-02 02-03 03-04 04-05
year

Olive oil import 2004-2005
250
200
150
100
.000 ton
50
0
USA
UE
Japan
Australia
Brasil
Canada
Mexico
Swi tzerland
UAR
Russia
Norway
Israel
Libya
Taiwan
Argentina
Country

Olive oil sales in Italy (.000 Ton)
Extravirgin
174,8
(77%)
Organic
1,1 (0,6%)
DOP / IGP
1,9 (1,1%)
Extravirgin
171,8
(98%)
Virgin &
Olive oil
50,8 (22%)
Husk Oil
2,4 (1%)
Source: Elaboration from ISMEA, (2003)
Consumption in Restaurants
Olive oil
Husk oil
Extra Virgin

Product and price differentiation
PRICE
TOP OIL
Status Factors Gastronomy – Souvenir
Cultural Factors History – Art – Landscape - Tradition
Differentiation Factors
DOP – Organic – Pitted – Fruity – etc.
Commodity
Analitycal parameters
COST
COMPETITION
Quality oil
Analitycal parameters and Panel test
PERCEIVED VALUE
PRICE PREMIUM

Price Increase Factors for oliveoil
Price Premium
Oliveoil
PIF TOP Oliveoil
Cultural factors 4
Hedonic factors 3
Production factors 2
Quality olive oil 1
4 Tradition – Land of origin - History – Healtiness
3 Sensorial functionality – gastronomy – souvenir – status symbol
2 DOP – Organic – Pitted – Mild/Fruity – etc.
1 Analytical parameters – Panel test/Absence of defects

Olive oil Menu
Oil Roi by Franco Boeri – Badalucco (Imperia) – Liguria
Cru Gaaci –DOP Ligurian Riviera-Monocultivar Taggiasca with olives picked at
350-500 meters above sea level.
A light green colour with yellow highlights. A delicate aroma of walnut and apple
peel. With a pungent non-aggressiveness which starts delicately but persists;
smooth and fluid, with a light bitter taste, well rounded and balanced; not
astringent. Suited to give tactile velvety sensations and to underline them, exalting
them, the characteristics of the foods’ own flavours.
Frut t a acerba
5
3
1
-1
Mela
Frut t a mat ura
Dolce
Amaro Fogila
Piccant e
Azienda Agricola Biologica Titone – Loco Grande, Marausa (TP) – Sicily
DOP Valli Trapanesi - A blend of the cultivar Biancolilla, Cerasuola, Nocellara del
Belice - Organic
4
Fr utta acer ba
5
Delicate
www.alfalaval.com
A bright green colour with golden highlights. A real scent of tomato, which is
confirmed with aromatic notes of tomato leaves, typical of the Nocellara, sustained
by the full bodiness of the Cerasuola which confers a bitter taste with scents of
thistle; not astringent to the touch and made lively by a medium balanced
pungency, softened by the presence of the Biancolilla which makes it rounded on
the palate.
.
3
2
1
0
Mela
Fr utta matur a
Dolce
Amar o Fogl ia
Piccante
Fruity
Frut t a acerba
5
4
3
2
1
0
Mela
Frut t a mat ura
Amaro Fogila
Piccant e
Dolce
Robust
Frantoio di Santa Tea di Gonnelli 1585 – Reggello (Florence)
Monocultivar Moraiolo from olive groves situated on hills.
Bright green colour with golden highlights. It is an oil with a light scent of cut grass,
and presents intense scents of grass and artichoke. It starts with an elegant and
persistent bitterness, on which grows, rapidly, a pungent note which remains hot on
the palate and pungent on the tongue and which mixes with a light final astringency,
to leave a stimulating vivacity in the mouth.

Production chain
MARKETING
INFORMATION
TRAINING
CONSUMERS
DEALERS
DISTRIBUTORS
LEGISLATION
SHORT CHAIN
TECHNOLOGY
AGRONOMY
R&D
SELLERS
MERCHANTS
MILLERS
OLIVES
GROWERS

SPECIALIZED PRODUCTION CHAINS
COST COMPETITION
– Standardization
– Efficiency
– Large dimensions
PRICE PREMIUM
– Differentiation
– Flexibility
– Customer cara
• Brand • Producers
• Supermarket
Analytical parameter
Undiferentiated consumption
Nutritional criteria
• Qualified shops
• Food boutique
• RESTAURANT
Organoleptic evaluation
Selective consumption
Hedonistic criteria

R&D
For Cost competition For Price premium
• Resistent and stable varieties
• Irrigation vs technology
• Mechanization
• Process control
• Yield extraction & oil
parameters
• Varieties & Speciies enhancement
• Maturation index & organoleptic
aspects
• DOP definition & identification
• Influence of technology on
• Analytical control for fraud
• By-products recovery & waste
water disposal
– Taste & flavour stability factors
– Nutritional aspects
• Traceability & certification
• By-products utilization in agriculture
• Consumers training &
information

Technological aspects
Price Premium
• Short time olives storage
• Leaves and sticks removing for
better cleaning
• Various Crushing solutions
•
Modular malaxers with process
paratmeter control (atmosphere,
Cost Competitiveness
• Large continuous washing and
weighting system
• Olives storage tanks and large
hammer mill crishers
• Continuous malaxing
• Process control system
time , temperature, stirring)
• Multiphase Decanters
• Automatic system for process
parameters measuring, driving
and registration
• Sensors for measuring the level
of volatile compounds in oil
www.alfalaval.com
• Re-milling
• Energy recovery system
• Waste water process and by
products enhancement
• Competition vs seed oil

Extraction cost vs capacity
2,5
2,0
1,5
1,0
0,5
0,0
Cost per Kg of oil
500 1000 2300 3300 6000
EURO
capacity Kg/h
350
300
250
200
150
100
50
0
Cost per Ton of olives
500 1000 2300 3300 6000
EURO
capacity Kg/h
www.alfalaval.com
50,0
45,0
40,0
35,0
30,0
25,0
20,0
15,0
10,0
5,0
0,0
Cost distribution
6000 3300 2300 1000 500
% of total cost
plants capacity Kg/h
Depreciation consumable labour Fruit water financial

COST COMPETITION
PRODUCTION CHAIN:
Large dimension 3 – 10 tons/h
2 & 3 phase
3 phase for remilling
Standardization
Process monitoring

From harvesting……
To Milling...

Spain, Portugal, Tunisia,
Morocco, Argentina,
Australia, California, Turkey,
Syria, Saudi Arabia, China

Zero Impact Oil Mill
• Extraction in 2-phase
• Husk pitting
• Re-mill in 3-phase
• Concentration of waste water
www.alfalaval.com
– Condensate back to the process
– Concentrate to dryer
• Drying of husk + concentrate
• Burning pits and dry husk for cogeneration
© Alfa Laval Slide 20

PRICE PREMIUM
PRODUCTION CHAIN:
Small-Medium size 0,5 – 3 tons/h
3 phase
No remilling
Differentiation
Process control

OLIVE TREE and DAMMUSO in PANTELLERIA island

New Olive trees in PANTELLERIA island

National Centuries-old olive trees Park (Monopoli – Fasano – Ostuni)

Country of
Origin
From Orchard to bottle
A Selected oil presented
by a farmer
Harvesting and care

Total control in the farmers hands
Quality in the process

DIFFERENTIATION

DOP
Organic
Pitted Process
Specific
Variety

By Variety & maturation
Panel Test
Green fruit
5
4
Sweet Apple
3
2
Moraiolo
Frantoio
Leccino
www.alfalaval.com
Slide 29
© Alfa Laval
1
0
Mature fruit
Bitter Green leaf
Spicy

By technology
• Diversifyed crushers to get different oil
• Modular malaxers
•
Process control during the malaxing:
– Time, temperature, atmosphere, stirring effect
• Multi purpose Decanter 3 phase “ ARA” / 2 phase
• Full automation and Traceability

Good Manufacturing Procedures
for quality oil production
Olive trees
Growing
Harvesting
• Assortment of cultivars for differentiation
• Irrigation, fertilizing, pruning
• Pesticidal treatment
• Picking
• Storage before extraction
• Washing
• Crushing
Olive oil technology
Storage
Bottling
Distribution
• Malaxing
• olive oil separation
• Filtering and Storing
• Bottling
• Packaging
• Marketing
• Training

Key point of GMP for Super-premium
olive oil (1)
• Parasites attack prevention is mandatory
• Harvesting period is defined by local technicians
based on maturation index
• Olives storage in plastic open boxes for less than
24 hrs between picking and processing
• Washing and leaves removing are mandatory
• Mechanical crusher or pitting machinery at less
than 1500 rpm
• Max yield 80 % of the oil contained in olives
adopted by COP (Consor. of Pantelleria oil producers)

Key point of GMP for Super-premium
olive oil (1)
• Max temperature 27 °C
• Max 20 % of water to dilute the olive paste
• Oil storage in S/ Steel tank at 15 – 20 °C with inert
gas
• Oil filtration within 7 days from production
• Bottling in dark bottles (max volume 500 ml) under
inert gas (N2)
adopted by COP (Consor. of Pantelleria oil producers)

New
“high tech olive oil plants”
NX
PX
Malaxing
Washing
- Multi stage washing system
- Multiple crushers
- Controlled atmosphere malaxers
- Multipurpose Decanter
Crushing
- Full Automation
- Traceability system
- C.I.P.

Small HT plants for
Farmers

2 sections hermetic Decanter
Malaxer
Separator
Switch
board
High tech plant for Farmers
Disc crusher
Depitting machine

Medium HT plant

Defoliation and washing
• A fan remove the leaves
• A two stage washing
machine remove hearth and
impurities
• On the vibrating screen the
olives are washed by a
shower with fresh water
• In front the crushing-pitting
new machine

Shower with fresh water
• Final shower
with fresh water
to remove the
impurities from
olives on the
vibrating screen
• The washing
water is recycled
after settlement
in the below
tank

Pitting-crushing machine
• Clean olives are collected in
the hopper and fed into the
crushing machine with a
dosing screw conveyor.
• Through the glass pipe the
olives enter the crusher.
• The olives can be crushed
by the disc crusher or the
pitting machine on demand
by a simple deviation device.
• The paste is collected in a
hopper and pumped into the
malaxing system

Pitting-crushing machine
• Disc crusher on
the left side
• The cage of the
pitting machine
on right
• There is a
mobile internal
pipe to feed the
crusher or the
pitting machine

Malaxing unit “atmosphera”
• Each module has a 360 °jacket
for heating the paste
• Hermetic: they can work under
controlled atmosphere with or
without inert gas
• The malaxing time and both
paste and heating water
temperature are individually
controlled.
• Through the central shaft is
possible to wash the wall with a
C.I.P. system, controlled by the
PLC
• The mono pump feed the
decanter.

“atmosphera” loading system
• The paste is fed
into the
malaxing units
through a pipe
holding
automatic
valves and
sensor to
control the
system via PLC

Decanter X4
• When the butterfly
valves of the single
unit is opened by
the PLC, the mono
pump feed the
decanter
• The dilution water
is properly adjusted
in relation with the
olives characteristic
and the decanter
mode selected (2 or
3 phase)

Decanter X4 : multiphase at low
water consumption (ARA)
• Decanter X4 can run at 2 or 3 phase
• VS can control the conveyor variable
speed.

VS for adjusting the conveyor
variable speed
• The required
differential speed is
automatically kept by
the VS
• The panel measure
the main motor rpm,
the actual diff. speed
and the torque.
• It is possible to adjust
the differential speed
in relation with the
olives paste flow rate
and the required
humidity of the husk.

Vibrating screen
• Oil and water
coming from the
decanter are
collected on a
screen filter to
remove the
floating
suspended
solids before to
feed the
separator with
the 2 mono
pump.

Electronic panel “Touch screen”
with printer
• A PLC keep under control
the entire system.
• All the parameters are
stored in a memory and
printed at the customer
requirement
• Tele-service with on line
connection is possible
• Malfunctioning and
monitoring system is the
main features of the softer
developed by BUOO.

Thermal control unit
• Warm diluting
water
preparation
• Heating water
preparation for
forced
circulation
through the
malaxing
jackets

Large HT plant

Touch screen and traceability

Crushing
Discs crusher
1400 rpm
Hammer mill 2800 rpm
Pitting machine
1000 rpm

Crushing effect on pits
dimension
1,0
0,8
0,6
% relative
frangitore a martelli Hammer crusher frDanigsicto crer uas dhisecrhi
Relative distribution
0,4
0,2
0,0
0 1 2 3 4 5
Dimensioni nocciolino (mm)
Pits fragment dimension (mm)

The heating is proportional to the energy (E) needed to
break the pits from the diameter D1 (mm) to the diameter D2
(mm) following the formula, where Wi is a constant egual
to 40 KJ/Kg :
2
1
2
1

0.1 0.1

−

=
D D
E W
i
2 1
Breaking the pits in smaller pieces means to
produce more heat (P.Catalano - 2005)

The effect of lower speed
Amirante et al., 2002
Bitterness vs speed
Angerosa e Solinas, 1991

Crushing system
to reduce the crushing impact in 2003 has been
developed an hammer mill with DOUBLE GRID at
LOW SPEED (1400 RPM)

Double crushing system
hammer
discs
pitting discs

Olives Composition
Pits 25-35%
Slide 59 www.alfalaval.com
Water 40-55%
Oil 10-25%
Dry matter 20-35%
Pulp 65-75%

Selective activation of oxireductase enzymes
during olive oil extraction process
skin
pulp
kernel
pit
Oxireductase skin pulp kernel
Polifenolossidasi (PPO) * - 98.0-99.5 0.5-2.0
Lipossigenasi (LPO) 3.5-15.5 42.5-82.0 12.5-50.5
Perossidasi (POD) - 34.5-56.5 34.5-76.5
www.alfalaval.com
* (Servili al. Acta Horticulturae, 11999977,, pppp.. 660099-661133))

Pitting unit

Panel test Discs
Smell green fruit
5
Harmony
Density
Artichoke
Colour Smell green gras
4
Smell green fruit
5
4
3
2
1
0
Smell green gras
Smell green leaf
Smell other mature fruit
Smell apple
Taste mature fruit
Taste green fruit
Spicy
Sweetness Bitterness
Almonds taste
Colour
Depitting
www.alfalaval.com
Harmony
Density
Artichoke
Slide 63
© Alfa Laval
3
2
1
0
Smell green leaf
Smell other mature fruit
Smell apple
Taste mature fruit
Taste green fruit
Spicy
Sweetness Bitterness
Almonds taste
(Source: A. Mattei – Carapelli Firenze)
Less acidity
Less peroxides
More resistance to oxidation
Higher shelf life

malaxing

Malaxing
Purpose:
• Heat the olives paste
• Extract the oil from the cells
• Characterize the oil by CPM extraction
• Increase oil droplets to allow centrifugal separation

Malaxing
Action:
• Mechanical: kneading to crush cells by broken pits and to
aggregate oil droplets
• Biochemical: enzymatic activity to make oil free and reduce
the viscosity
Necessary conditions:
• design of the shovels, speed of
rotation and adequate level of filling
• Malaxing time
• Malaxing temperature
• Controlled atmosphere

Traditional
Atmosphera
“dead” Zone
Full active
www.alfalaval.com
Heating Surface
+ 35%
Better kneading
effect

A new concept
www.alfalaval.com
CIP = Cleaning in place

Latest evolution of hermetic malaxer

Oxygen in the olive oil paste
23
21
19
17
15
Oxygen (%)
13
11
9
7
5
0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90
Malaxing time (min)

Lipoxygenase pathway

Università degli Studi di Bari, Facoltà di agraria, Dipartimento PRO.GE.SA
Odour descriptors and retention time
of some olive oil volatile compounds
a (min) Odour descriptors b
Compound name tR
hexanal 49,5
Green, apple,c
Cut grassd
Green fruite,
Fruity almonds d,
trans-2-hexenal 60,5
Fragrant green leafyf
Bitterc
1-hexanol 59,6
Fruity aromatic softg,
Green beanf
trans-2-hexen-1-olo 60,0
Pungent greenh,
Greeni
cis-3-hexen-1-olo 58,5 Grassi, bananai
cis-2-pentel-1-olo 43,1 Walnut l, tomatol, bananal

OPEN MALAXERS
3
2
1
0
45’
Sistema di estrazione
ppm
Volatile compounds:
2 pentel 1 olo (fruity taste)
MALAXING TIME
90’
60’
CLOSE MALAXERS
Volatile compounds:
2 pentel 1 olo (fruity taste)
5
4
3
2
1
linoleic and linolenic acid at the
0
MALAXING TIME
beginning of malaxing. ppm
90'
120'
Sistema di estrazione
TEMPO DI GRAMOLAZIONE
- the volatile compound could be lower
in case of use of inert gas.
- CO2 is produced during the crushing
- Lipoxygenase can be active on

250
225
200
175
150
25 27 29 31 33 35 37
Temperature (°C)
Total phenols
(ppm gallic ac.)
16.0
14.0
12.0
10.0
8.0
25 27 29 31 33 35 37
Temperature (°C)
Induction time
(h)
QUALITY VS MALAXING’S TEMPERATURE
5.00
4.00
3.00
2.00
1.00
25 27 29 31 33 35 37
Temperature (°C)
Chlorophyll
(ppm)

Extraction Yield vs malaxing time temperature
18
17.5
17
16.5
16
27°C
32°C
35°C
Extraction yield %
15.5
15
14.5
14
25 35 45 55 65
Tempo di gramolazione (min)
Malxing time (min)

Separation
with
decanter

3 phases process
Defoliation and
washing
Crushing
Malaxing
Water
Water Decanter
Husk
Water
Separation
Oil
Separation
Black
Water
Oil Black
Water
Oil
Water

2 phases process
Defoliation and
washing
crushing
water
water malaxing
Decanter
Separation of
oil
Black water Oil
husk + water
water

Multipurpose Decanter 3 phase ARA / 2 phases
Olive Paste
Feeding zone
(2phase) (3phase)
2 phases
0-10%
Dilut.
water
3 phases
10-20%
Dilut.
water
10-20 %
Black
water
Oil + water husk 2 phases
3 phases
40 –50 %
Black
water

2 and 3 phase decanter configuration
2phases 3phases
• Feeding area
Close to cone Close to large end hub
• Conveyor
Leading Conveyor Trailing Conveyor
• In – out as % on olives
– In water 0 - 10 % 10 – 20 %
– Out water 10 - 20 % 40 - 50 %
– Out cake 80 - 90 % 55 – 65 %
– Cake humidity 58 – 65 % 53 - 58 %

Trailing Conveyor
3phase
Time after colour
injection:
16505 30 ssseeeccc...
sec.
Leading Conveyor
2phase

Alfa Laval new Decanters for olive oil
Pasta Olio Pasta Olio
Sansa Acqua Sansa
3 phases 2 phases

Large 3-phases decanter

Wear protection
Conveyor
Long lifetime
• Flamesprayed hardsurfacing
• Wear sleeves protect the feed zone.

Wear protection
Conveyor
Long lifetime
• Tiles give up to 10 times longer lifetime compared to
flamesprayed surfacing.

2 phases Decanter
A : liquid / solid
separation area
B : Husk
deoiling area
A B
OIL Husk

3 phases Decanter
A : liquid / solid
separation area
B : Liquid / liquid
separation area
B A
WATER OIL Husk

Alfa Laval Decanters for olive oil
from shallow cone to steep cone
Shallow Cone Decanter
STEEP Cone Decanter with Baffle Disc

VS – VARIABLE SPEED
control system
The electronic system keep’s the
conveyor’s differential at a constant
speed (RPM).
Torque is continuously Monitored
(KNm).

Yield vs DN
Low dilution (9 - 15%)
100,00
95,00
90,00
85,00
Yield (%)
Dn = 9
Dn = 15
80,00
75,00
70,00
65,00
60,00
Dn = 11
Dn = 13
Dn = 7
12,0 16,0 20,0 24,0 28,0 32,0 36,0
Throughput ( *100 Kg/h)

Husk composition vs Dn
70
60
50
40
Oil on dry matter
%
30
20
10
0
8 10 12 14 16
Moisture
Dn

Thanks
for the attention

Marketing as evoo production driver_2009

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