Season 2 Episode 4
Abdellatif Ghedira
International Olive Council executive director Abdellatif Ghedira told Olive Oil Times publisher, Curtis Cord, he aims to respond better to the expectations of the member countries by strengthening the capacity and resources of the IOC and see consumers in non-member countries lobby their governments to join the IOC Agreement.
Curtis Cord
Agricultural engineer Abdellatif Ghedira was for 23 years at the Tunisian Ministry of Agriculture before leaving his post there to lead the International Olive Council as the executive director of the intergovernmental organization in Madrid that sets the standards for its 18 member countries. From a young age, his winter holidays were devoted to family gatherings during the olive harvest, and he has been passing on to his children his attachment to the olive tree, which he said he considers a symbol of cooperation, patience, and prosperity. Patience would suit him well at the IOC, where his predecessor, Jean-Louis Barjol, was unable to achieve in his tenure many of the things he set out to do, including expanding its membership to major consumer countries. Mr. Ghedira joins us today from Madrid. Welcome.
Agricultural engineer Abdellatif Ghedira was for 23 years at the Tunisian Ministry of Agriculture before leaving his post there to lead the International Olive Council as the executive director of the intergovernmental organization in Madrid that sets the standards for its 18 member countries. From a young age, his winter holidays were devoted to family gatherings during the olive harvest, and he has been passing on to his children his attachment to the olive tree, which he said he considers a symbol of cooperation, patience, and prosperity. Patience would suit him well at the IOC, where his predecessor, Jean-Louis Barjol, was unable to achieve in his tenure many of the things he set out to do, including expanding its membership to major consumer countries. Mr. Ghedira joins us today from Madrid. Welcome.
Abdellatif Ghedira
Welcome, Mr. Cord. Thank you very much. Thank you for this presentation.
Welcome, Mr. Cord. Thank you very much. Thank you for this presentation.
Curtis Cord
How have your first few months been in your new position there?
How have your first few months been in your new position there?
Abdellatif Ghedira
Okay, thank you. Thank you for this opportunity to speak to consumers and producers in the States. For me, America is very important. Firstly, it’s the second olive oil consumer of the world. Secondly, it has a lot of expertise in olive growing and it produces very good olive oil.
Okay, thank you. Thank you for this opportunity to speak to consumers and producers in the States. For me, America is very important. Firstly, it’s the second olive oil consumer of the world. Secondly, it has a lot of expertise in olive growing and it produces very good olive oil.
Three months ago I was chosen to head the IOC to represent the interests of its members, which represent over 97% of oil production. When I say interests, I mean standards, promotion, expansion of production, trade, scientific exchange, and information dissemination.
But now the IOC is going to be different. It’s not going to be a club where producers nail down the rules for consumers. As you know, the new international agreement signed last year in Geneva opened the doors to consumers where we will be able to put forward their demands. The new texts also place a lot of impetus on agriculture, environment, fair trade, fraud control, and protection of consumer rights.
To answer your question, my first few months in the job have been focused on analyzing the current difficulties and presenting my priorities to the council of members. My ideas for the future direction of the IOC are based on many talks with the member states, with the staff of the executive secretariat, and the specialist committees. They also, of course, take into account the aspirations of potential members like the States, Japan, Brazil, Austria, China, and other countries.
Curtis Cord
I understand you are no stranger to olive oil, and in fact it has been part of your life. Do you think this helps you in your current role?
I understand you are no stranger to olive oil, and in fact it has been part of your life. Do you think this helps you in your current role?
Abdellatif Ghedira
You know, my family and professional life has always revolved around olive trees and olive oil. For me it’s the symbol of life. The best time for an olive oil producer is when he offers his oil to a guest. That moment is the culmination of much patience, hard effort working the land, caring for the trees, and producing oil that is full of flavor and goodness. This is the true health of olive producers and that is what I want to focus on during my time in the IOC.
You know, my family and professional life has always revolved around olive trees and olive oil. For me it’s the symbol of life. The best time for an olive oil producer is when he offers his oil to a guest. That moment is the culmination of much patience, hard effort working the land, caring for the trees, and producing oil that is full of flavor and goodness. This is the true health of olive producers and that is what I want to focus on during my time in the IOC.
Curtis Cord
What is the mood like at the IOC since you’ve arrived?
What is the mood like at the IOC since you’ve arrived?
Abdellatif Ghedira
Okay. I think you should perhaps ask Juliette that question. She’s sitting here beside me.
Okay. I think you should perhaps ask Juliette that question. She’s sitting here beside me.
Curtis Cord
It’s a good idea. Hello, Juliette.
It’s a good idea. Hello, Juliette.
Juliette:
Hello.
Abdellatif Ghedira
Anyway, I think that at the moment there is a very enthusiastic mood at the executive secretariat where I have a very professional team of staff. The council of members has also been very respective to the new ideas for the future. But you know, it’s like when you make olive oil. To be really enthusiastic, we have to be patient and wait and see the results of our work.
Anyway, I think that at the moment there is a very enthusiastic mood at the executive secretariat where I have a very professional team of staff. The council of members has also been very respective to the new ideas for the future. But you know, it’s like when you make olive oil. To be really enthusiastic, we have to be patient and wait and see the results of our work.
Curtis Cord
What are some of the challenges you are confronting there at the same time?
What are some of the challenges you are confronting there at the same time?
Abdellatif Ghedira
For me the three main challenges are to bring the IOC closer to its member countries and to expand IOC activities to consumer countries and to simplify procedures and update the executive secretary I think.
For me the three main challenges are to bring the IOC closer to its member countries and to expand IOC activities to consumer countries and to simplify procedures and update the executive secretary I think.
Curtis Cord
Yeah. When I met Jean-Louis Barjol some years ago, he said it would be his top priority to get the United States to join the IOC. He seemed to have made little progress toward that In fact, this government has repeatedly said it has little interest in doing so. You told an Olive Oil Times reporter, Ylenia Granitto, recently that you would like to see consumers lobby their governments to become members. American consumers, as has been shown, know very little about olive oil as it is. What hope is there that there will be an uprising to force the government to consider its long-held apathy toward this organization and others like it?
Yeah. When I met Jean-Louis Barjol some years ago, he said it would be his top priority to get the United States to join the IOC. He seemed to have made little progress toward that In fact, this government has repeatedly said it has little interest in doing so. You told an Olive Oil Times reporter, Ylenia Granitto, recently that you would like to see consumers lobby their governments to become members. American consumers, as has been shown, know very little about olive oil as it is. What hope is there that there will be an uprising to force the government to consider its long-held apathy toward this organization and others like it?
Abdellatif Ghedira
I think consumption trends say a lot about whether US consumers are aware of the benefits of olive oil. As I said, the states is the second biggest olive oil consumer in the world. It is also the top now IOC importer. We believe consumers have the right to have official standards that protect them from fraud and ensure their safety. I think both the government and consumers are aware of this.
I think consumption trends say a lot about whether US consumers are aware of the benefits of olive oil. As I said, the states is the second biggest olive oil consumer in the world. It is also the top now IOC importer. We believe consumers have the right to have official standards that protect them from fraud and ensure their safety. I think both the government and consumers are aware of this.
On the other hand, our standard is a dynamic one, and it is always discussed in the chemistry committee where non-member countries can participate. At the same time, the IOC closely works with the Codex Alimentarius for olive oil standards harmonization. I’m convinced that the American government will enter considering its position for the application of the unique standard for producers and consumers. To this end, I will go to California in mid-June to discuss all these matters.
Curtis Cord
The promotion of olive oil has always been very fragmented with each country conducting marketing for its own products. Are there any programs that you are working on that will bring more collaboration for promotional activities?
The promotion of olive oil has always been very fragmented with each country conducting marketing for its own products. Are there any programs that you are working on that will bring more collaboration for promotional activities?
Abdellatif Ghedira
This is why we have been focusing on promotion in one single country at a time in recent years. Our campaigns last two years. After a market test confirms that an IOC campaign is worldwide in the target market. Obviously, we invite our member countries to create synergies between their own national campaigns and their generic IOC campaign.
This is why we have been focusing on promotion in one single country at a time in recent years. Our campaigns last two years. After a market test confirms that an IOC campaign is worldwide in the target market. Obviously, we invite our member countries to create synergies between their own national campaigns and their generic IOC campaign.
Curtis Cord
The IOC has lately had very little in its budget for promotion. Has that changed? What is the IOC’s promotional budget for this year? What efforts are underway to strengthen that allocation?
The IOC has lately had very little in its budget for promotion. Has that changed? What is the IOC’s promotional budget for this year? What efforts are underway to strengthen that allocation?
Abdellatif Ghedira
Exact our promotion budget will not be any higher for the next three years. Economic conditions make it impossible to increase members’ budget contributions. We allocate more or less 5% of our unwed budget for promotion campaigns and grants for promotional activities carried out in our member countries.
Exact our promotion budget will not be any higher for the next three years. Economic conditions make it impossible to increase members’ budget contributions. We allocate more or less 5% of our unwed budget for promotion campaigns and grants for promotional activities carried out in our member countries.
Curtis Cord
What is your annual budget?
What is your annual budget?
Abdellatif Ghedira
For this year it’s 200,000 … [crosstalk 00:08:41] 200,000 … No, less than 200,000 Euros.
For this year it’s 200,000 … [crosstalk 00:08:41] 200,000 … No, less than 200,000 Euros.
Curtis Cord
So your total budget is about 10 million Euros?
So your total budget is about 10 million Euros?
Abdellatif Ghedira
Our budget, no. Our budget is … A set percent of our budget. We have … Yes.
Our budget, no. Our budget is … A set percent of our budget. We have … Yes.
Curtis Cord
You have mentioned that one of your key goals will be the harmonization of olive oil standards and grades around the world. That’s an exceedingly difficult task, isn’t it? With so many different stakeholders, each with its own idea of what should be the parameters of the various grades. How will you get this done?
You have mentioned that one of your key goals will be the harmonization of olive oil standards and grades around the world. That’s an exceedingly difficult task, isn’t it? With so many different stakeholders, each with its own idea of what should be the parameters of the various grades. How will you get this done?
Abdellatif Ghedira
This is why I want all the countries that produce and consume olives and olive oil to join the IOC or to have recognized laboratories. This the only way they will be protected by our trade standard. The fact that only IOC members are obliged to apply the standard is what makes quality product and quality compliance so precarious. You mentioned why don’t we do testing of the olive oils off the shelf in shops. I do not think this is feasible because of the sheer volume [inaudible 00:09:54] products. But we do support voluntary quality control programs in markets where bottles are collected at random for testing to check they comply with IOC standards.
This is why I want all the countries that produce and consume olives and olive oil to join the IOC or to have recognized laboratories. This the only way they will be protected by our trade standard. The fact that only IOC members are obliged to apply the standard is what makes quality product and quality compliance so precarious. You mentioned why don’t we do testing of the olive oils off the shelf in shops. I do not think this is feasible because of the sheer volume [inaudible 00:09:54] products. But we do support voluntary quality control programs in markets where bottles are collected at random for testing to check they comply with IOC standards.
Curtis Cord
American producers have spoken about what they say will be an organization to rival the IOC. Have you spoken with these so-called New World producers? Why do you think they would wish to form an alternative?
American producers have spoken about what they say will be an organization to rival the IOC. Have you spoken with these so-called New World producers? Why do you think they would wish to form an alternative?
Abdellatif Ghedira
I have not spoken to these new world producers, but it is right on my list. My questions are, why would they want to rival the IOC? Who would benefit? Why are two international standards … Why think producers and consumers are different? I think the problem is about communication. This is a problem that even comes up between IOC producers or between producers in the same country. They always manage to understand each other. The top concern for all of us is to keep consumers satisfied. I plan to speak to American and other new producers to explain that we are not rivals. I understand their concern, especially about quality control, and I am sure we will find solutions.
I have not spoken to these new world producers, but it is right on my list. My questions are, why would they want to rival the IOC? Who would benefit? Why are two international standards … Why think producers and consumers are different? I think the problem is about communication. This is a problem that even comes up between IOC producers or between producers in the same country. They always manage to understand each other. The top concern for all of us is to keep consumers satisfied. I plan to speak to American and other new producers to explain that we are not rivals. I understand their concern, especially about quality control, and I am sure we will find solutions.
Curtis Cord
We see a lot of products that proclaim olive oil as an ingredient even when there is very little olive oil in them. Products like mayonnaise, spreads, some cosmetics. Is the IOC concerned about such use of the olive oil brand with little to back it up and the resulting customer confusion?
We see a lot of products that proclaim olive oil as an ingredient even when there is very little olive oil in them. Products like mayonnaise, spreads, some cosmetics. Is the IOC concerned about such use of the olive oil brand with little to back it up and the resulting customer confusion?
Abdellatif Ghedira
I do not see the problem if olive oil really is an ingredient in these products. Obviously the content has to be confirmed with the label. It’s just what we demand.
I do not see the problem if olive oil really is an ingredient in these products. Obviously the content has to be confirmed with the label. It’s just what we demand.
Curtis Cord
Some time ago, your predecessor, Jean-Louis Barjol, announced an effort to regulate olive oil competitions. Are you continuing with this initiative?
Some time ago, your predecessor, Jean-Louis Barjol, announced an effort to regulate olive oil competitions. Are you continuing with this initiative?
Abdellatif Ghedira
What I want to do is to organize a kind of world cup for olive oil. My idea is to set up a Mario Solinas-style competition in each country. All the national winners will then compete for the top prize of all.
What I want to do is to organize a kind of world cup for olive oil. My idea is to set up a Mario Solinas-style competition in each country. All the national winners will then compete for the top prize of all.
Curtis Cord
But your Mario Salinas competition has almost no entries from Italy, and very little international involvement. Why are Italians shunning the contest? And how do you plan to fix that?
But your Mario Salinas competition has almost no entries from Italy, and very little international involvement. Why are Italians shunning the contest? And how do you plan to fix that?
Abdellatif Ghedira
You are right. Italy has hardly ever entered a lot of oils for the contests. Italian producers say it is because the rules are too restrictive about selling, two tanks, using notaries, et cetera. It is a pity because Italy produces excellent oils.
You are right. Italy has hardly ever entered a lot of oils for the contests. Italian producers say it is because the rules are too restrictive about selling, two tanks, using notaries, et cetera. It is a pity because Italy produces excellent oils.
I have to admit that participation in the Mario Solinas contest can seem a bit imbalanced. That’s why I want to set up a world cup for the best extra virgin olive oils for all the countries.
Curtis Cord
Good luck with that. Olive oil has no global spokesperson. Do you think it would be helpful to enlist a well-known chef to be the worldwide ambassador for this product to promote, educate, and bring the factions together?
Good luck with that. Olive oil has no global spokesperson. Do you think it would be helpful to enlist a well-known chef to be the worldwide ambassador for this product to promote, educate, and bring the factions together?
Abdellatif Ghedira
That is a great idea. We could even discuss after if you want. But we have just started another project to get people talking about olive oil. We want World Olive Day to be celebrated around the world on 26 November, to make consumers more aware about the benefits of olive oil. We hope the project will have a big impact.
This episode was pubished April 7, 2016