Research Journal Andorinha Olive Oil
Contents History 03 Awards 18 Sources 21 Credits 22 2
History 1927 In Alferrarede, a village belonging to the town of Abrantes, in Portugal, a tradition was born. The Simão family launched the brand of Andorinha olive oil, the logo of which bore the trademark of Simão & Cia Comércio e Indústria S.A. The product s first packaging was the famous red tin which remained unaltered until 2004. Source: Planeta Bunge magazine No. 30 05.2005 In the decade of the 80 s, traditional Andorinha olive oil underwent its first renovation: it was also introduced in a glass bottle. The logo has remained the same since 1927. 2005 As of 2001, Bunge started selling olive oil of Spanish origin under the Salada brand name, offering two options of olive oil of renowned quality. In 2005 Bunge Alimentos, now Bunge Brasil, endeavored to strengthen its market position in olive oils because of their great growth potential. One of the most traditional brands of oil on the global market, Andorinha, started to be sold exclusively by Bunge in Brazil. The partnership was signed by the Sovena Group 1. 1 Portuguese group belonging to Nutrinveste which acquired the Simão & Cia brand in 2004. The goal of Sovena, a global company, was to merge several oil-producing companies, to promote specialization in every phase of the product s life, present from production to distribution, and thus ensure a consistent standard of quality. 3
At the time of the relaunch by Bunge, Andorinha was the third most consumed brand in Brazil. Bunge s sales department prepared launching actions which included a presentation to the sales team throughout the Country, tasting at points of sale, distribution of samples, ads in specialized magazines and TV commercials. Inside the company, employees also became familiar with Andorinha olive oil through the ample dissemination which was made at Bunge Alimentos Central Offices in Gaspar (SC). Samples of the product were handed out to the employees in Gaspar SC. Source: Planeta Bunge magazine No. 30 05.2005. The olive oil was launched in two versions: Extra Virgin Olive Oil and Olive Oil. The first is olive oil with superior flavor because it is the pure juice of olives, the result of cold-pressing the olives. Its fruitier flavor enriches any dish from simple salads to the most sophisticated plates of codfish. The product was available in tins of 500 ml, and bottles of 250 ml and 500 ml. 4
Extra Virgin Olive Oil and Olive Oil. The relaunch was made in partnership with Simão e Cia. Source: Planeta Bunge magazine No. 30 05.2005 Olive oil, with a high monounsaturated fat content, is strongly recommended for healthy cardiovascular living since it contributes to the maintenance of low cholesterol levels. This product was available in tins of 200 ml and 500 ml and bottles of 500 ml. During the advertising campaign of this major relaunch, the olive oil of Portuguese origin positioned itself as follows: Andorinha Olive Oil Perfume for food. Two commercials were created to be shown on television, demonstrating that it perfumes such products as pizzas and meat. Website: www.azeiteandorinha.com.br (access on 23.05.2011) 5
2006 Bunge launched a limited edition of 49,900 bottles of Andorinha Vintage olive oil on the market. The product was extremely well received by consumers and was no longer seasonal, sold only at a certain time of the year, but became part of a permanent line. With very distinct properties, Vintage is made from a special harvest, chosen at the precise moment that the olive ripens. The term Vintage is a nomenclature used for grapes when the conditions of production, harvesting, fermentation and other production factors contribute to exceptional quality. Its origin or meaning come from vint referring to the grape harvest and age to the length of time it has spent. 2007 Website: www.azeiteandorinha.com.br (access on 23.05.2011) Andorinha products acquired a new look and new logo which were intended to recall the charisma of the traditional package. Introduced with these changes, olive branches began to decorate and add lightness to the brand. 6
Website: www.azeiteandorinha.com.br (access on 23.05.2011) In the same year, a new glass bottle, much more practical and functional, was also produced. The new tins were not only more elegant, but also introduced pouring spouts with colors which varied according to the type of oil: olive oil and extra virgin olive oil. Website: www.azeiteandorinha.com.br (access on 23.05.2011) In the advertising campaign which announced these alterations to the packaging, the olive oil of Portuguese origin assumed the following position: Andorinha Olive Oil change is wonderful. 7
Website: www.azeiteandorinha.com.br (access on 23.05.2011) 2008 Bunge recaptured the flavor of an ancient Portuguese tradition by bringing a new product to Brazil, Andorinha Citrus, which added the refreshing taste of lemon to olive oil. Produced and bottled in Portugal, Andorinha Citrus was distributed and sold on the Brazilian market by Bunge. A first of its kind in the Country, extra virgin olive oil with a touch of lemon is traditional on the Iberian Peninsula. The product arose from community use of the olive press ( lagar in Portuguese) by various producers from any given region. The equipment was cleaned with lemon juice, in order to avoid mixing the oil from different producers. The first draw from the press was set aside because it had been enriched with a gentle aroma of lemon. Launched in February this year, Andorinha Citrus brought this Portuguese tradition to Brazil. Market surveys were conducted with the consumer, and the product was very well received, since lemon is an item which belongs to Brazilians day-to-day and when combined with olive oil matches perfectly with salads, states Fabio di Celio, Business manager of the Andorinha brand at the time. 8
At the outset, Andorinha Citrus was distributed in the South and Southeast regions but as of May it was introduced country-wide. The packaging was 250 ml, and its citric colors instantly recalled lemon. Moreover innovative actions were planned at the points of sale to ensure its commercial success. Bunge has grown seven times more than the market in the last three years. This was the result of the company s efforts to build the most complete portfolio in the market (with the brands of Delicia, Andorinha and Cocinero), the power of distribution and the relationship with its customers, comments Jorge Gondim, manager of International Business at the time. The major challenge in 2008 was to boost the product s presence in restaurants and bakeries even more, which besides the extra volume led to visibility. Customers such as Viena, Pizza Hut and Cia. do Camarão, among others, already offered Bunge products on their tables. Andorinha Citrus. Extra Virgin Olive Oil with a light touch of fresh lemon. Source: Planeta Bunge magazine No. 65 05.2008 9
Andorinha launched new glass bottles with a cleaner, more sophisticated look. Among the packages revisited were those of Andorinha Extravirgem, Vintage and Citrus olive oils. Website: www.azeiteandorinha.com.br (access on 23.05.2011) To boost the sales of olive oil in winter a pioneering action was run. The goal was to create a new moment for the consumption of olive oils in Brazil encouraging their use in combination with products typical of winter. The brands involved in the promotion were Delicia, Andorinha and Cocinero. This action included the distribution of promotional material alluding to winter at 500 points of sale in regions of the South and Southeast, as well as in Brasilia (DF). The purpose was to encourage merchandising teams to display Bunge s oils alongside cheeses, wines, pastas and soups in stores. As well as the promotional material, 90 points of sale in the South and Southeast regions offered olive oil tasting. The promoter agents involved with the action were instructed to stress the harmonization between oils and typical winter-time products. 10
Source: Planeta Bunge magazine No. 67 07.2008 2009 Innovation was introduced to the handling of olive oil. Andorinha olive oil hit the market with a differential: the retractable pouring spout. With this dispenser system, the outside of the bottle no longer gets greasy. The result of two years of research and development in conjunction with a plastics engineering firm, this was one more facility for purchasers of Bunge products. The pouring spout is a part of the product and does not need to be purchased separately. The demand for a spout that would pour a finer, more accurate trickle of oil was identified through surveys at points of sale, through informal conversations and from requests submitted to the company s website. The innovation of the dispenser was divulged in television commercials and magazine announcements. Website: www.azeiteandorinha.com.br (access on 23.05.2011) 11
2010 Bunge introduced something very new to Brazil: Andorinha Seleção, an olive oil with more refined flavor, color, aroma and texture. Made by the Portuguese company Sovena, the second biggest producer of olive oil in the world, this launch has a more intense, fruity flavor as well as a quality superior to that of extra virgin. The manufacturer s decision to sell it in the Country arose as a result of the strong growth in demand for olive oils in Brazil and from the fact that the Brazilian consumer is more sensitive to the different properties which each olive oil can offer. The new product was offered in the same packaging which revolutionized the olive oil market: a glass bottle with a retractable spout. Source: Revista Nossa Bunge Brasil No. 4 12.2010 To make the end-of-year baskets even more tasty and festive, as well as Bunge s traditional products, this year consumers also encountered kits and theme packaging for Christmas in supermarkets. The Andorinha Vintage Olive Oil, for example, came packaged in a black and gold gift box containing an exclusive dish for tasting the oil as well as a Christmas card. 12
Source: Nossa Bunge Brasil magazine No. 4 12.2010. In the last four years, the olive oil segment has shown a growth rate of 13% a year in Brazil. During this same period, Bunge has also increased its market share threefold. This success can be explained by the company s investments in this area. In the last year alone, for example, the olive oil portfolio got three major new introductions: the retractable pouring spout of Andorinha Olive Oil, Cocinero Olive Oil in an unbreakable PET (plastic) bottle and the new Soleada Olive Oil of Spanish origin and with a Bi-Varietal Blend (mixing two types of olives). Expectations for this year were to maintain growth in the category, consolidating and fortifying the Soleada brand and increase the distribution of the Cocinero brand in Brazil. The pursuit of a healthier quality of life influences consumers choices and impacts sales. With the population s increased concern for healthy foods, olive oil presents an option of a more balanced meal, stated André Carvalho, Manager of the Olive Oil Category at the time. This year, the Bunge brand sales champion in the segment was Andorinha olive oil. Bunge is one of Brazil s main importers of olive oil. Its portfolio is the most complete in the market and includes oils of Portuguese (Andorinha), Spanish (Soleada) and Argentinean (Cocinero) 13
origin. Besides this it offers packaging for both the end consumer and for food service, in extra virgin and pure options. Another important category is that of composite oils which function as a bridge to the olive oil consumer. This is the case of a blend of soybean oil and olive oil, which serves the same purpose as just olive oil. The Salada brand leads this category. Bunge s partnerships with companies such as Sovena and Molinos who produce olive oils are extremely important for success in the market. Both are large global producers of olive oil and retain highly advanced knowhow of market trends and innovation. This knowledge complements Bunge s strengths in the distribution of its products, in efforts made at points of sale and in the company portfolio. It enables deeper penetration in a number of sales channels, from the small retailer to big supermarkets, as well as restaurants and bakeries. 2011 With an eye on the trend to consume more organic products, the Andorinha brand launched a new olive oil: Andorinha Orgânico, which reached Brazilian supermarket shelves in January. It is organic because the oil is made from olives which have been cultivated without the use of synthetic chemical products, such as pesticides, and is produced in certified locations (places where the olives are processed into oil). Furthermore, the product is not filtered, conserving a more opaque color and a more natural appearance, it undergoes less oxidation and preserves even more of its taste and aroma. 14
In addition to all these advantages, Andorinha Orgânico olive oil also comes with the retractable pouring spout, with which a dispenser pops up as soon as the top is removed and retracts automatically when the package is closed. The spout controls the trickle of oil in the exact measure for dishes and also ensures the quality of the product for a longer period. Produced by the Portuguese company Sovena, this new product is being launched exclusively in Brazil. The motives for this include the relevance of the Brazilian market, which is Sovena s biggest out of the 40 countries where it is active, and the growth which has been observed in consumption of organic products. According to a report of analyses and trends published by the market researchers Nielsen, the increase recorded in 2010 exceeded the forecasts of large supermarket chains and growth is expected to continue at an accelerated pace. Source: Nossa Bunge Brasil magazine No. 6 02.2011 On the 30th of March, all Brazil got to know the girlfriend of parrot Louro José, from the Mais Você program on the Globo television network. The character of Andorinha Dorinha became the spokesperson for the Andorinha brand, interacting with Louro José and the program host, Ana Maria Braga. 15
The romance is in fact a merchandising stunt created by the NBS agency for Andorinha olive oil. The first step was to publish a teaser in Quem Magazine which carried pictures of the birds together in a restaurant, in order to tickle the public s curiosity. This communication effort endeavors to get away from classic themes associated with the subject of olive oil, such as scenes of Portuguese families during their meals. The agency therefore opted for a partnership with the Globo Network. Dorinha will also take the opportunity to introduce the consuming public to products in the line, the quality of the ingredients used in their production and the advantages of the retractable pouring spout, as well as to present some very special recipes. Dorinha s purpose is to expand consumers awareness of the brand. She came from Portugal to spend her holidays here in Brazil and took advantage of the carioca Carnival to meet Louro José and so the romance began. Source: Mural da Bunge newspaper 28/03/2011 16
The campaign includes one or two spots per week over several months. As long as the passion lasts, other ads will be published in Globo Organization vehicles, such as portals and magazines. The Dorinha blog will be hosted by Globo.com and, in addition, she will get a profile on Twitter and Facebook. A communication platform was created which can be long-lasting. For the marketing director of Sovena, Andorinha Dorinha has three features which are the pillars for the company s positioning: smooth, more elegant and more feminine. Source: Nossa Bunge Brasil magazine No. 8 04.2011 17
Awards Recognition of Andorinha olive oils by the most renowned concours in the world is proof of a history full of tradition and quality. Guia L extravergine 2007 Andorinha Vintage olive oil was included in the list of the most important guide to extra virgin oils in the world. Concurso Nacional do Azeite de Campo Maior 2007 Silver medal for Andorinha olive oil in the National Concours of Olive Oil at the VIII Feira Nacional da Olivicultura in Campo Maior, in the region of Alentejo, in Portugal. Prêmio Monde Selection 2008 Gold medal for Andorinha ExtraVirgem olive oil at the awards offered by Monde Selection, the oldest organization dedicated to the appreciation and appraisal of food products. Andorinha is the only brand sold in Brazil to win this renowned award. International Taste&Quality Institute 2008 Comprised of chefs and sommeliers, the ITQI granted an excellent 2-star evaluation to Andorinha olive oil. ITQI is an independent organization from Brussels, in Belgium, which is dedicated to evaluating and honoring superior tasting food and beverage throughout the world. 18
AVPA Paris Gourmet 2008 Andorinha Vintage olive oil received laurels once again with an award granted by an international institution. This time from the AVPA (Agence pour La Valorisation des Produits Agricoles). The olive oil was classified as gourmet product. Olive Oil Design Awards 2009 The Wine&Olive Oil Design Awards Concours, offered by Wine Magazine The Essence of Wine, from Portugal, granted second place to Andorinha olive oil in the category of Best Image of an Olive Oil Product. Associação Brasileira do Consumidor 2009 In an evaluation by ProTeste, of the Brazilian Consumer Association, Andorinha olive oil was elected the second best brand for cost-benefit in the Country. 21 olive oils participated in the evaluation including Spanish, Italian, Portuguese and other brands. AVPA Paris Gourmet 2009 This French institution honored Andorinha olive oil again at its annual awards with a bronze medal. Prêmio Monde Selection 2009 The renowned institute Monde Selection awarded yet another gold medal to Andorinha, making it the most prize-winning olive oil sold in Brazil. 19
International Taste&Quality Institute 2009 The Belgian institution, which appraises superior quality food and beverage throughout the world, awarded another 2-star evaluation to Andorinha olive oil. World Star Design Packaging 2009 Andorinha s retractable pouring spout won this award for having revolutionized the way to use olive oil. A lot more practical and cost-saving, it ensures that the bottle is always closed, conserving both the quality and the flavor of the olive oil. Bunge is only responsible for distribution here in Brazil, but Andorinha is also distributed to other countries such as Portugal, Venezuela and the United States. 20
Sources. Planeta Bunge Magazine: 2005 to 2010. Nossa Bunge Brasil Magazine: 2010 to 2011. Mural da Bunge Newspaper 28/03/2011. Bunge Brasil Portal Fertilizer Division 04/10/2010. Meio&Mensagem 28/03/2011. www.azeiteandorinha.com.br (access on 23rd of May 2011) 21
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