marketing as evoo production driver_2009

Marketing as the technology driver

for EVOO production

UCDavis

2009 December, 8

Lamberto BaccioniBusiness Unit Olive oil

Alfa Laval SpA

Tavarnelle V.P. (FI)

OO production Kton/year

www.alfalaval.com

'00 '01' '02 '03 '04 '05 '06 '07 '08

Total W.W spain italy greece

AlbaniaArgeliaEgypt

FranceJordan

Greece

Israel

LebanonUSA

Argentina

Brasil

Mexico

ChileJapanAustraliaNew ZeelandOCEANIA

LATIN AMERICA

MEDITERRANEAN AREA MIDDLE EAST

World fats Consumption per capita (Kg / year)

www.alfalaval.com© Alfa Laval Slide 3

Lebanon

Morocco

Portugal

Saudi Arabia

SpainTunisia

TurkeySyriaGermanyUKSweden

Suisse

Holland

Austria

Canada

NORTH AMERICA

CENTRAL NORTH EUROPE

TOTAL FATS

OLIVE OIL

SOURCE: FAO, 2002

Olive Oil consumption per capita in Australia, Austria, Canada, France, Germany, Japan, Nederlands, Sweden, Switzerland, UK, USA.

94-95 95-96 96-97 97-98 98-99 99-00 00-01 01-02 02-03 03-04 04-05

Olive oil import 2004-2005

panAus

tralia

erland

Argent

Country

Olive oil sales in Italy (.000 Ton)

Extravirgin

Organic

1,1 (0,6%)DOP / IGP

1,9 (1,1%)

Extravirgin

Virgin &

Olive oil

50,8 (22%)

Husk Oil

2,4 (1%)

Source: Elaboration from ISMEA, (2003)

1,1 (0,6%)1,9 (1,1%)

Olive oil

Husk oil

Extra Virgin

Consumption in Restaurants

TOP OIL

Differentiation FactorsDOP – Organic – Pitted – Fruity – etc.

Status FactorsGastronomy – Souvenir

Cultural FactorsHistory – Art – Landscape - Tradition

Product and price differentiation

COMPETITION

PERCEIVED VALUE

PRICE PREMIUM

Commodity

DOP – Organic – Pitted – Fruity – etc.

Quality oilAnalitycal parameters and Panel test

Analitycal parameters

Price PremiumOliveoil

TOP OliveoilPIF

Hedonic factors 3

Cultural factors 4

Production factors 2

Price Increase Factors for oliveoil

Quality olive oil 1

2 DOP – Organic – Pitted – Mild/Fruity – etc.1 Analytical parameters – Panel test/Absence of defects

3 Sensorial functionality – gastronomy – souvenir – status symbol4 Tradition – Land of origin - History – Healtiness

Olive oil MenuOil 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

Frut t a mat ura

FogliaAmaro

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

Delicate

www.alfalaval.com

Belice - Organic

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.

Fr utta matur a

Fogl iaAmar o

Piccante

Fruity

Frut t a acerba

Frut t a mat ura

FogliaAmaro

Piccan t e

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

AGRONOMY

TECHNOLOGYR&D

OLIVES

GROWERS

SELLERS

MILLERS

MERCHANTS

SPECIALIZED PRODUCTION CHAINS

COST COMPETITION

– Standardization

– Efficiency

– Large dimensions

PRICE PREMIUM

– Differentiation

– Flexibility

– Customer cara

• Brand • Producers

Analytical parameter

Undiferentiated consumption

Nutritional criteria

• Supermarket

• Food boutique

• RESTAURANT

• Producers

• Qualified shops

Organoleptic evaluation

Selective consumption

Hedonistic criteria

• Resistent and stable varieties

• Irrigation vs technology

• Mechanization

• Process control

• Yield extraction & oil parameters

For Cost competition For Price premium

• Varieties & Speciies enhancement

• Maturation index & organoleptic

aspects

• DOP definition & identification

• Influence of technology on

parameters

• 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

www.alfalaval.com

•paratmeter control (atmosphere, time , temperature, stirring)

• Multiphase Decanters

• Automatic system for process parameters measuring, driving and registration

• Sensors for measuring the level of volatile compounds in oil

• Process control system

• Re-milling

• Energy recovery system

• Waste water process and by products enhancement

• Competition vs seed oil

Extraction cost vs capacity

500 1000 2300 3300 6000

capacity Kg/h

Cost per Kg of oil

500 1000 2300 3300 6000

capacity Kg/h

Cost per Ton of olives

www.alfalaval.com

0,05,0

10,015,020,025,030,035,040,045,050,0

6000 3300 2300 1000 500

tal co

plants capacity Kg/h

Cost distribution

Depreciation consumable labour Fruit water financial

COST COMPETITIONPRODUCTION CHAIN:

Large dimension 3 – 10 tons/h2 & 3 phase

2 & 3 phase3 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

PRICE PREMIUMPRODUCTION CHAIN:

Small-Medium size 0,5 – 3 tons/h3 phase

3 phaseNo remilling

DifferentiationProcess 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

Harvesting and care

From Orchard to bottleA Selected oil presentedby a farmer

Origin

Total control in the farmers hands

Quality in the process

DIFFERENTIATION

Organic

Pitted ProcessSpecific

Variety

Panel Test

5Green fruit

AppleSweet

Moraiolo

Frantoio

Leccino

By Variety & maturation

www.alfalaval.com© Alfa Laval

Mature fruit

Green leafBitter

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 Proceduresfor 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

• Filtering and Storing

• Bottling

• Packaging

• Marketing

• Training

• Crushing

• Malaxing

• olive oil separation

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

• 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)

• 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

Key point of GMP for Super-premium olive oil (1)

• 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”

Malaxing Washing

- Multi stage washing system

- Multiple crushers

- Controlled atmosphere malaxers

- Multipurpose Decanter

- Full Automation

- Traceability system

- C.I.P.

PX Malaxing

Crushing

Washing

Small HT plants for

Farmers

Decanter2 sections hermetic

MalaxerSeparator

Switch

High tech plant for Farmers

Disc crusherDepitting 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

• 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

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.

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

• 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

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

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 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

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

www.alfalaval.com© Alfa Laval Slide 51High tech plant with hermetic malaxers and full automation

Touch screen and traceability

Crushing

Discs crusher 1400 rpm

Hammer mill 2800 rpmPitting machine 1000 rpm

Crushing effect on pits

dimension

frangitore a martelli frangitore a dischiHammer crusher Disc crusher

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 :

1.01.0

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

to reduce the crushing impact in 2003 has been developed an hammer mill with DOUBLE GRID at

LOW SPEED (1400 RPM)

Crushing system

Double crushing system

hammer & discs

pitting & discs

Olives Composition

Pits 25-35%

www.alfalaval.comSlide 59

Dry matter 20-35%

Oil 10-25%

Water 40-55%

Pulp 65-75%

kernel

Selective activation of oxireductase enzymes

during olive oil extraction process

www.alfalaval.com

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

* ((Servili al. Acta Horticulturae, 1997, pp. 609Servili al. Acta Horticulturae, 1997, pp. 609--613)613)

Pitting unit

5Smell green fruit

Smell green grasColour

5Smell green fruit

Smell green gras

Smell green leaf

Smell other mature fruit

Smell apple

Taste mature fruit

Taste green fruit

BitternessSweetness

Almonds taste

Artichoke

Density

Harmony

Colour

Depitting

DiscsPanel test

Smell green leaf

Smell other mature fruit

Smell apple

Taste mature fruit

Taste green fruit

BitternessSweetness

Almonds taste

Artichoke

Density

Harmony

(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

• Mechanical: kneading to crush cells by broken pits and to aggregate oil droplets

• Biochemical: enzymatic activity to make oil free and reduce the viscosity

Action:

Necessary conditions:

• design of the shovels, speed of rotation and adequate level of filling

• Malaxing time• Malaxing temperature• Controlled atmosphere

New hermetic malaxers

Traditional

“dead” Zone

Atmosphera

Full active

www.alfalaval.com

Heating Surface

Better kneading effect

A new concept

www.alfalaval.com

CIP = Cleaning in place

Latest evolution of hermetic malaxer

Oxygen in the olive oil paste

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

Compound name tRa

(min) Odour descriptorsb

hexanal 49,5

Green, apple,c

Cut grassd

Green fruite,

Fruity almondsd,

trans-2-hexenal 60,5

Fruity almonds ,

Fragrant green leafyf

Bitterc

1-hexanol 59,6Fruity aromatic soft

Green beanf

trans-2-hexen-1-olo 60,0Pungent green

Greeni

cis-3-hexen-1-olo 58,5 Grassi, banana

cis-2-pentel-1-olo 43,1 Walnutl, tomato

l, banana

Sistema di estrazione

Volatile compounds: 2 pentel 1 olo (fruity taste)

MALAXING TIME

OPEN MALAXERS

Volatile compounds:

2 pentel 1 olo (fruity taste)

CLOSE MALAXERS

Sistema di estrazione

2 pentel 1 olo (fruity taste)

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

linoleic and linolenic acid at the

beginning of malaxing. MALAXING TIME

25 27 29 31 33 35 37

Temperature (°C)

25 27 29 31 33 35 37

Temperature (°C)

QUALITY VS MALAXING’S TEMPERATURE

25 27 29 31 33 35 37

Temperature (°C)

Extraction Yield vs malaxing time & temperature

25 35 45 55 65

Tempo di gramolazione (min)

Malxing time (min)

Separation

decanter

Crushing

Malaxing

DecanterWater Husk

3 phases process

Decanter

Water Separation

OilSeparation

Black Water

Oil Black Water

Water Husk

crushing

malaxingwater

2 phases process

Decanter

Separation of oil

Black water Oil

husk + water

Olive Paste

Multipurpose Decanter 3 phase ARA / 2 phases

Feeding zone

(2phase) (3phase)2 phases

Dilut.

3 phases

10-20%

Dilut.

waterOil husk 2 phases+

10-20 %

3 phases

40 –50 %

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 Conveyor3phase

Time after colourinjection:

30 sec.

Leading Conveyor2phase

injection:

5 sec.15 sec.60 sec.

Pasta Olio Pasta Olio

Alfa Laval new Decanters for olive oil

Sansa Acqua Sansa

3 phases 2 phases

Large 3-phases decanter

Wear protectionConveyor

Long lifetime

• Flamesprayed hardsurfacing• Wear sleeves protect the feed zone.

Wear protectionConveyor

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

OIL Husk

3 phases Decanter

A : liquid / solid

separation area

B : Liquid / liquid

separation area

WATER OIL Husk

Shallow Cone Decanter

Alfa Laval Decanters for olive oilfrom shallow cone to steep cone

STEEP Cone Decanter with Baffle Disc

VS – VARIABLE SPEED

control system

The electronic system keep’s the conveyor’s differential at a constant

conveyor’s differential at a constant speed (RPM).

Torque is continuously Monitored (KNm).

Yield vs ∆N

Low dilution (9 - 15%)

100,00

Dn = 9

Dn = 15

12,0 16,0 20,0 24,0 28,0 32,0 36,0

Throughput ( *100 Kg/h)

Dn = 11

Dn = 13

Dn = 7

Dn = 15

Husk composition vs Dn

Oil on dry matter

8 10 12 14 16

Oil on dry matter

Moisture

Thanks

for the attention

marketing as evoo production driver_2009

information alfa laval

year alfa laval slide

production factors

quality olive oil

olive oil import

olive oil sales

oliveoilcultural factors

hedonic factors

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