Olive oil market has a positive image, the product’s nutritional and health qualities being some of the sector’s strengths. The olive oil market is very promising as it accounts for around 80% of EU consumption. Within only Spain, Italy and Greece there are 8,349 olive mills which in 2010/2011 produced more than 2 million of olive oil (IOC, 2013). In the period spanning 2005-2010 the global olive oil market grew by an average rate of 3.8%. Considering the consumers’ side, in 2010 global consumption of olive oil reached nearly 3 billion tons, which was the highest level of consumption recorded (OIC, 2011). It is in the interests of the different categories of olive oil to highlight the value of their specific attributes, notably through the EU certification systems: geographical indications or organic farming.
Very promising appears also the wine market, as, according to the Eurostat (2013), EU wine and grape juice production reached 151.606 million hl in the 2012-2013 season, constituting a 1.5% increase on the 2010/2011 season. In Italy, 2013 wine grape harvest was about 45.616 Mhl, followed by France where 41.365 Mhl were produced and Spain with 34.241 Mhl. While German wine production was about 9.012 Mhl, Portugal produced about 6.305 Mhl Romania about 3.606 Mhl and Greece about 3.115 Mhl.
Finally, a positive trend regards also the market of fruit jams, jellies, compotes and marmalades. According to PROFEL, the largest producer is Germany (152.096 tons). Other relevant producing countries are France (125.800 tons), Denmark (57.216 tons), Italy (39.430 tons), and Spain (31.000 tons). In terms of consumption, the largest consumer is France, followed by Germany and the United Kingdom.
Overall and EU-wide, demand for quality products is rising. Consumers are increasingly looking for healthy and diversified products. Thus, high quality fruit and removal of chemical-sounding ingredients such as artificial food additives and E-numbers are extremely required.
Wine and grape juice
Europe is famous for its incredibly reach variety of fine and high quality foods and drinks produced from fruit trees, as reflected in its excellent culinary traditions. Nowadays, a wider growing percentage of consumers of olive oil, wine, citrus and other products such marmalades, jams and preserved fruits are becoming extremely watchful and accurate in the selection of the products to consume and highly demanding in terms of quality. The consumers, when buying a food product, want to be sure to bring to their tables products with certified origins, produced accordingly to biological processes and in respect to the labor conditions. In pursuance of safe and high quality food, European Union has developed a range of tools, including marketing standards, quality systems to identify products with a specific quality with the aim to have a secure supply of high quality food from farmers.
Nevertheless, this is not enough. On the one hand, consumers don’t dispose of a single tool able to track products from their origin till the final packaging, able to prove the provenance of the raw ingredients (e.g. olives of a certain quality) and that transformations of such ingredients along different phases have not introduced any external element (e.g.: additives). On the other hand, producers need support from tools able to improve the quality of the product, by guiding them in the adoption of biological procedures for the treatment of trees, soils and fruits but also reducing the perishability in the production and supporting in harvesting. Indeed, in the future, farmers will have to produce more with less becoming economically competitive applying environmentally sustainable techniques.
AgriAware intends to develop technologically advanced apps based on FIWARE platform in order to promote innovation in agriculture by bridging the existing gap between farmers and consumers and facilitating communication and cooperation among stakeholders (farmers, mills and press machine owners, advisors, agro-business, scientists, administrations and others) and final users. AgriAware in particular will support farmers to become economically competitive and to apply environmentally sustainable techniques. At the same time, it will provide end users with a unique tool to retrieve information on properties and origin of the product, be sure of its genuineness and give the possibility to buy exactly what they are looking for.
Thanks to our solution we plan to reduce input consumption (seeds, water, fertilizers, etc) by 25%, perishability of the raw material (olives/grapes/fruits) is expected to decrease, consequently lowering carbon footprints (20%), and profitability of producers increased (up to 20%).
The AgriAware project develops a unique system made up of core logic, web interfaces and two different apps, named TrustLabel and FarmerAssistant, respectively for consumers and for farmers.
On the one hand, through the TrustLabel app, the system will offer consumers the opportunity to be informed about the organoleptic and nutritional properties of food but also about the source of the raw material and the quality of the production process. Moreover, by scanning the QR code, end-users will have the chance to know how the content of the specific bottle/jar has been produced, tracking the supply production chain from the tree to the bottle/jar, from the fruit picking to the final production and packaging. Consumers will also have the chance to give feedback on the quality of the product ad its final price.
On the other hand, FarmerAssistant is an app connected to the main system that, by constantly monitoring environmental conditions (temperature, humidity, wind), will suggest the best moment to pick the products (olives, grapes, fruits). Consequently, farmers will be able to book in advance the process industry (e.g. mill) and organize the proper logistic, so that the product will be treated immediately after the picking and thus maintain its quality.
Moreover, the “FarmerAssistant” app will guide farmers in adopting the right treatments and operations to be performed on the trees and on their fruits. Thus, by planning more efficiently the activities of the processing industries and setting up synergies between farmers and process operators, the application will also improve the product’s logistic chain.
Technically speaking, the AgriAware system will leverage on the usage of tags for the identification not only of the trees, but also of the containers (baskets and cans) that are used during the transformation process, in order to be sure that fruits are tracked along all steps and transformations chain. Thanks to these tags the AgriAware main platform, based on Holonix’s I-Like solution, will be able to track every phase and thus will associate, via a smart label, every bottle/jar with the farm that produced its content. This information will be accessible to consumers through the TrustLabel app.
The application uses the FIWARE Complex Event Processing GE to support the detection and analysis of events from sensors measuring external conditions in which trees and olives are exposed.
This GE performs a real-time processing of these data and generates events when some reference parameters are reached (e.g.: low level or precipitations and humidity, requiring watering the plants or making some treatments) or exceeded (e.g.; high temperature or humidity value that exceeds the limits).
HOLONIX is an Italian software house and a spin off of Politecnico di Milano. Its goal is helping companies to innovate their products, processes and services (production, logistics, maintenance etc.) using an Internet of Things (IoT) approach to create added value in Product Lifecycle Management (PLM).
Consulting SME based in Naples, ENCO takes part in the realization of national and international R&D projects, within the area of environmental management, agro‐food sector and logistics. ENCO works as service provider, providing hardware applications in the agro‐food sector.
145 MILLIONS hl
Olive Oil produced
3 BILLIONS TON
1.1 MILLIONS TONS
9 MILLIONS TON
is an agriculturally sustainable estate located in Southern Tuscany, the historical birthplace of some great Italian olive oils. Pitched in the hills of Maremma, its 2400 olive trees are grown with the most care and passion to produce exceptional extra virgin olive oils. With advice from an agronomist and chefs who use their olive oil, PoggioLecci tries to constantly fine-tune its own products and develop new blends.
Frantoio Mastacchi Maria
The Mastacchi Mill is based near Grosseto (Tuscany) in the center of Italy and it processes olives to produce high quality extra virgin olive oil, with DOP certification. It uses the cold pressing process to maintain all the olives properties in the final product and it pays attention to environment sustainability, recycling and processing oil production residuals for the heating industry, and to the biological markets as well. Mastacchi Mill works with both traditional and biological olives producers, differentiating the pressing activity calendar, in order to avoid contamination of the olive oil over the production line and ensuring the best harvesting time for both productions. It serves 400 farmers, processing around 7 tons of olives per year with an olive oil production rate of 14%. It also takes care of olive oil bottling.