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Producing premium quality olive oil for 80
years
Family history and tradition
– Our family has been producing extra virgin olive oil for more than 3 generations from the same
fields in Messinia, Greece. Our long tradition of caring for our nature, the olive trees and producing
exceptional quality olive has been passed on to us from our great grandparents and is an integral
part of our heritage.
– Our olive oil is produced from the same family owned trees that were planted on our fields by our
great grand father, Dionysis Michalarakos from the early 1900 until about the 1930s.
Certified Organic since 2003
– Since 2003 the olive oil certified organic, but our family has always been cultivating the olive trees
without the use of any fertilizers and pesticides and in for a more natural and healthier olive oil.
Why did we decide to package our olive oil and export it to Europe
– The recent economic crisis and the hardship that we and other Greek people are experiencing
inspired us. We wanted to take the fruit of our land and instead of selling it to whole sellers, to
turn it into a business that would allow us to support our community and ourselves. Support, that
extends beyond the need to create jobs, and into the necessity to support those in need.
The distribution company
– Inspirational Foods is based in Greece and is the distribution company that we have established to
sell the highest quality Greek natural and organic products to customers across the globe.
– Our first brand is Poe-tree Premium Organic Extra Virgin Olive Oil. Poe-tree is our creation. Our
inspiration, tradition, history in a bottle. Inspiration that comes from our nature, the health of our
family and our children, and the need to live healthier more fulfilling lives.
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Nature is our inspiration…
Mission:
– To improve the health of our environment and the health of our families, by
producing and selling the highest quality olive oil using sustainable business
practices.
!
Our Vision for the future:
– We believe that every brand has a responsibility to improve the quality of people’s
lives and to contribute to improve our society. As our business grows, so does our
responsibility. Our commitment to sustainable development, socially responsible
practices guide our actions and is a fundamental part of who we are.
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Our Values and Commitments
Improve people’s health
– To produce and sell the highest quality products
– To inspire our customers to live healthier lives
!
Improve the health of the environment
– Organic Farming
– Practice sustainable farming
– Only use recyclable materials
– Take responsibility for the packaging by paying for its recycling
• Extended Producer Responsibility
!
Create Value for our stakeholders
– Support local community
– Engage ourselves and our customers to support social causes
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Who is our target consumer
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WHAT MATTERS TO THEM. THEIR VALUES Health. Personal and family health
Protecting the environment
Quality, Taste
Price
The social contribution of brands
DEMOGRAPHICS
Age 35-50
Gender Female
Education Higher
Family status Married
Children Yes
Wealth Mid to higher
Spare time Family, kids, entertaining friends, cultural activities
Social involvement Yes
Likes cooking Yes. Does it not only for family but as entertainment
Social Media Very active
EXPERIENCE / EXPERTISE
What do they know about: OLIVE OIL General knowledge
Organic Olive Oil Limited. More familiar with other organic products
Greek Olive Oil Limited. they know more about Italian
TECHNOLOGY
How do they reach our site? Google Search engine
Social media mentions - Facebook, twitter
Blogs/other references
From where? Home: PC, tablet. Mobile on super market while shopping
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How does our product satisfy our customer’s
values
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What matters to our
customers. Their values
Product features and how they satisfy our customer’s values
Health. Personal and
family health
Protecting the
environment
• Organic:
‣ No pesticides or fertilizers are used so the olive oil is safe and healthy
‣ The oil is tested for the absence of 180 different compounds and/or harmful
substances, to ensure that no contamination has taken place from adjacent field.
• We promote Healthy Eating by encouraging people to substitute, fully or partially, butter
for olive oil. We have created recipes using only olive oil as fat to inspire our customers to
use olive oil as a basic ingredient in their daily cooking
‣ Organic olive oil is a monounsaturated fat, and is considered a good fatty acid (high
density lipoproteins, HDLs) protect against bad cholesterol, or low density
lipoproteins (LDLs).
• Land: We protect the soil from erosion by keeping covered with other plants
• Water: Apart from the rainfall we do not water the olive trees
• Air: We do not burn the olive branches that result from pruning. Instead we shred them
and distribute them in our field to nourish the soil
• Energy: The olive are picked by hand
• We do not use fertilizers and or pesticides thus reducing harmful chemicals that may
pollute our soil, air, and water
• We produce our olive oil in a 2-stage mill which produces smaller quantities of waste,
and is more energy efficient
• We use recyclable materials for our packaging
• We take responsibility for the disposal of our packaging. We have joined an Extended
Producer Responsibility program to pay for the recycling cost of all our packaging material.
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How does our product satisfy our customer’s
values
11
What matters to our
customers. Their values
Product features and how they satisfy our customer’s values
Quality
Taste
Price
The social contribution
of brands
• Organic certification
• Extra Virgin: Highest quality olive oil with acidity below 0.8%. Our oil has acidity < 0.4%
and we do not sell olive oil with higher acidity at production.
• Unfiltered:This process maintains all valuable ingredients and the oil has better taste
• Cold pressed: The olives are processed at below 27C to ensure that the oil maintains its
important organoleptic elements.
• Unique Serial Number: This allow the customer to trace where the olive oil was made.
• Olives are pressed within 24 hours of picking to ensure that the organoleptic
characteristics of the olive oil remain intact
• We include on the package all chemical parameters and certifications for full disclosure
• We support our community by creating jobs and by supporting local producers to adopt
sustainable cultivation practices.
• We plan to support causes that promote healthy eating for children in Greece and in
local markets
• We plan to embark on a campaign advocating the elimination of 3-stage mills and their
replacement with 2-stage mills that consume less energy and produce less harmful waste.
• Fruity olive oil with no defects and high essence of green tomato, green leafs and slight
essence of floral. Contains all the premium characteristics of the Koroneiki variety which
makes it suitable for salads and fish with no interference to the taste, boosting the overall
flavor.
• We intend to have a Retail Price slightly lower than the average price of similar products
in each country.
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Consumers do care about the environment
and social causes
✓ More than 50% of people questioned say they are concerned about environmental issues
✓ More than 33% claim to be prepared to pay a little extra for environmentally
responsible products or services
✓ Around half claim that they will not purchase products from companies that have
negative reputation regarding the environment.
from a recent Study about “How consumers perceive sustainability in the US, China, and beyond” by Interbrand
!
✓ Profit + Purpose: 76% responded “it is ok for brands to support good causes and make
money at the same time”, up from 70% in 2010
✓ Social Purpose as purchase trigger: 53% responded “When quality and price are the same
Social Purpose most important factor” in choosing a product, up from 41% in 2010
✓ Purchase Frequency: 47% responded that they have bought at least monthly a brand
that supports a cause, up from 32% in 2010
2012 Edelman goodpurpose Study on Social causes, Purpose
!
Clearly, people are taking action with their money, and are increasingly
supporting brands and products that are placing equal emphasis on their profits,
on the welfare of the society and the environment around us.
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Poe-tree Premium Organic EVOO
Premium quality organic olive oil from Messinia
region in Greece.
The olives are hand picked in November while
still green and grown using sustainable
cultivation practices and strict organic
standards.
No pesticides or fertilizers are used and the
olive trees are not watered.
The olive oil is unfiltered to maintain all its
valuable nutrients and produced using cold
extraction process at temperature lower than
27o C, in a 2-stage olive oil mill.
It is a single-varietal olive oil from the Kore-
neiki olives which produce olive oil with very
high level of polyphenols, natural fruity taste,
and dark green colour.
Available in 500ml and 200ml bottle contained
in cardboard box to protect oil from light.
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Poe-tree Premium Organic EVOO
Tasting Notes: Fruity olive oil with no defects and high essence of green tomato, green leafs
and slight essence of floral. Contains all the premium characteristics of the Koroneiki variety
which makes it suitable for salads and fish with no interference to the taste, boosting the overall
flavor.
Organoleptic: Fruity: 7.5, Bitter: 3, Pungent: 2.5
Olive grove & production location: Messinia, Greece.
Olive Variety: 100% Koroneiki
Harvest: Early Harvest. Hand-picked in November 2013.
Pressing: Cold pressed below 27oC and unfiltered.
Analysis at production: Acidity (as % of oleic acid): 0.53% (max 0.8%), Peroxide Value (meq
02/Kg) : 8.8 (max 20), K-232: 1.64 (max 2.5), K-270: 0.149 (max 0.22), ΔK: -0.00 (max 0.01)
Organic Certification: Certified by Dio Organization in accordance with Reg. (EC) 834/2007
since 2003.
Security Features: Holographic security label with unique serial number.
Self life: 24 months from production.
Storage guidelines: Must be stored in a cool and dark place, away from direct sunlight .
Packaging: Rectangular clear glass bottle, contained in cardboard box.
Sizes: 500ml, and 200ml
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Awards
Silver Medal in the 2014 BIOL International Prize for the
Best Organic Extra Virgin Olive Oil held in Andria - Italy
18
The BIOL Prize, which is sponsored by the International
Federation of Organic Agriculture Movements (IFOAM) and
the Italian Ministry of Agricultural Policies, is considered as
the global reference point for the best organic extra virgin
olive oils.
!
This year, more than 425 organic olive oils from 17
countries were submitted to be judged by an international
panel of 26 judges.
!
The oils undergo rigorous chemical tests by qualified
laboratories and only the highest quality olive oils are
tested by the judges for their organoleptic characteristics
to produce a complete reliable and updated overview of
the organic olive oil worldwide sector.
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Security features for in-store promotions
and traceability
Security hologram with unique serial number.
– It is very important to us for the customer to have all the
information about the olive oil. The serial number allows the
customer to know where and when the oil was produced,
bottled and sold.
– It also allows the customer to register to our members area
and receive inspiring recipes, special offers, test new products
and news about our olive oil.
!
QR code that directs the customer to a microsite with all
details of the olive oil.
– Even before the customer buys Poe-tree Premium Organic
Extra Virgin Olive Oil, she can have all the information at her
fingertips. She can scan the QR code in the bottom of the box
with a smartphone and see when and where it was produced,
the chemical analysis, and the organic farming certificates.
– The microsite can be customized to include in-store
promotions and/or promotional material specific to each point
of sale.
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Poe-tree Premium Organic EVOO
21
INSPECTION& CERTIFICATIONORGANIZATION
OF ORGANICPRODUCTS
38 AristotelousStr.,104 33 Athens- GREECE
Tef.;OO3O2LOa2 24 3A4 Fax O03O2LO82 Lg LL7, E-mail:lnfo@dionet.gf,Website:wrury,dionet.€r
Reg.Numberz15414-l/13
PLIANCE W
Operator'sfull name MICHALA RAKOSD/ON/S/OS Fiiiitei'itsName GEORGIOS
Address' KRES/VAS22KtFtStA14561 PidieciuiC, ATHENS
,D|O'sCo-dC 21051030457
RegiCttetion
Deta November 2$n 2003
OPERATOR'SPERSONALDATA
DIO, Inspectionand Certification Organizationof OrganicProducts,accreditedby the Hellenic Ministry of Rural
Developmentand foods underthe decisionnumber:305612(Gov. Journal: l082l11-06-2008),upon providing this
Affirmation of Compliance,statesthattheabovementionedoperatoris fulfilling therequirementsof theEU Reg.
834/2007andall of itsamendmentsthereof,sincetheRegistrationDateregardingthebelowmentionedoperation
* O.P.: OrganicPhase
T.P.: TransitionPhase
I.F.. InspectionPhase
This document cannot be usedasa Product Certificate.
Only the Original is valid.
Responsible
Maria Tsou Mavropoulos
Department
Issuing Date: September4'h2013
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iiaci"$imnDnie fi;T*t:;",
:.
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MBSSINIAS LOGAS KARDAMIS OLIVE TREES 20 o.P. November 25'n
2003
November25'n
2003
312-078-5330-040
K.E.4l l-91lEN03/01-08-2008
uction
AFFtRh'tuqrtoNor coMPil"ANcE
DIO Inspection and Certification Organization of Organic Products, accredited
by the Ministry of Rural Development and Food according to the decision
305612 (Gov.Journal: 1082/11-6-2008), certifies that the Operation:
GR.-BIO-01
ADI}RESS
NAME MICHALI PHILIPPA
22KresnasStr.,Kifisia 14561GR
210s1130048
2llt2l20l2
04t09t20r3
04t09t20t3
DtoaoDE
EEG.ISE Tl0ryrr:
L:,i:iiD-d-'T-,t,..:.=::--
hassatisJiedtherequirementsof Reg.(EC)834/2007andall of itsmodificationsthereof,
regardingthefollowingproceduresandproducts:
PRODUCT ACTIVITY CERT.DATE
10.41 OLIVE OIL TRADING 2t/[2/2012
ThisDocumentis issaedfor everylegal use,exceptfor tradingparpose.
Only the original is valid
_ 15373-3/13Date of Issue:
Valid Since:
Valid Until:
In Charge of Iss Nikolaos Derm
Code:4'l1-93/03/01-08-2009
38Aristotelousltr, 10433,Athens,6reece,Tel:+302108224384,Fa*+302108218117,E-maihinfo@dionetgr,www.dionet.gr
Dro
Organic Certification for Olive Oil
Trading
Organic Certification for Olive Oil
Production
Poe-tree Olive Oil Analysis
