Producer interview: Kevin, of Azada Organic, not a conventional olive oil maker

 
Buy Azada Organic flavoured olive oils

Azada Organic produces a range of organic olive oils with different unique flavours

Today we start a series of interviews with people without whom this website and blog could not exist: our producer partners. Our goal is to present you the real people that make all these great foods you can find on our marketplace and get you to know them a bit better and show you why their products are so unique.

We are starting with Kevin, of Azada Organic, a young company that is reinventing one of the flagship products of the Mediterranean diet: olive oil. To see what I am talking about you only need to have a look at their product range and how prime quality raw material, attention to detail, innovation and respect for the environment can go a long way! Q: Azada Organic is such a young project, how and where it all started? K: In the late 70′s my father bought a farm of several acres in the town of Tivissa, Tarragona, he fell in love with the land and how much it had to offer. His idea was to recover farmland that hadn’t been plowed for years. During the next  few years he went from restoring a small abandoned house with a few almond trees and hazels to managing a  farmhouse with 20 acres of farmland where a wide variety of fruits and vegetables was organically grown, as well as a small vineyard producing a very limited quantity of wine . As a child, I remember helping my father in the orchard harvesting almonds and hazelnuts. He used very basic tools, including spade (“azada” in Spanish). Hence, the name of the company: Azada. It was only after working several years as a branding consultant, that II decided to continue the legacy of my father. The passion and love of my father for farming and traditional culture is what prompted me in 2009 to create Azada, a company based on the idea of preserving traditional farming while adding some elements of innovation . Q: What makes Azada Organic olive oils unique? K: Azada produces extra virgin olive oil with olives of the Arbequina variety flavored with ingredients of our land: fresh basil from Murcia, Mediterranean lemons, oranges from the fields of Valencia, hand-picked thyme from the mountains of Tarragona, garlic from the orchards of La Mancha, spicy chillies from Navarra and two innovative flavors: fresh ginger and organically grown Arabica coffee beans. The flavors we offer are new to the increasingly-saturated world of olive oil. Moreover, wwe add flavour by pressing the oil at the same time as the ingredients. They are not infused oils and they do not contain essences. Azada Organic olive oils are 100% natural, which means that they keep all their vitamins, nutrients and antioxidants. Q: What prompted you to sell online

K: We have been selling online since day one. It is our window to the outside market. Anyone who is not online, is dead.

Q: How you see the online food market in Spain? K: Spain is growing at a dizzying pace. Before there was the fear of sharing your credit card number on the web but that’s history now. Spanish consumers buy on the Internet as a matter of routine. After years of uncertainty Amazon has just announced its new portal in Spain (update: since the time this interview was conducted, Amazon has already launched in Spain). There are sites like Privaliaor Let’s Bonus that are enjoying great success and I think GourmetOrigins.com will be another great success. Q:… and the olive oil market? K: The olive oil market in Spain is saturated with new producers appearing every year. Quality is no longer a selling point, we must now invest in branding and focus on online sales. Q: Is the Spanish consumer ready? K:The Spanish consumer is accustomed to eating mono-varietal oils. He has been doing it for years and been using them for all sort of dishes. Our purpose is to use an olive oil for each type of dish. For example, our olive oil with lemons is great to cook fish, our olive oil with thyme, for roasted meat. And our basil oil is ideal for salads or pasta dishes . We are now working with Grupo Guzman to deliver courses to the best chefs in Spain along with Tomeu Caldentey, chef-owner of the Restaurant Es Moli d’en Bou. Tomeu has a Michelin star. Q: What is the consumer profile? K: We have two main types of customers: the restaurant chef and the cuisine lover. In English there is a terminology that defines them well: Foodies. Q: Your packaging looks great. Could you please tell us a bit more about it? K: Azada’s packaging  is our “alma mater” and it is very important to us. Its main feature is its white colour, the DNA of our brand. White colour make our bottles stand out in a shelf full of dark colors. White is the color associated with “virginity”. White because we are honest and sincere. White also protects 100% our olive oil from UV sun rays. The labels have been designed by Carla Marin, collaborator and personal friend. They are handwritten and illustrated with watercolors to convey the typical Spanish rural environment, the towns and fields that are part of the Mediterranean landscape. We were the first brand in Spain and in Europe to use labels made of sugar hemp, preventing, this way, the indiscriminate felling of trees. Our labels are 100% biodegradable and compostable. Q: What is your stance regarding the environment: K: We love our land and all it has to offer. Fields and forests are disappearing at an increasing rate: to us woods and fields are a symbol of a true agriculture that should continue to exist. In order to achieve this we must be honest and respectful. And be careful about what we produce and how we produce it. We analyze our actions every day in order to minimize the impact we make on our planet, in order to leave things better than they were before. We work to develop our activities in way that takes into account the preservation of the environment.  Taking care of environment and a following a sustainable development path add value to our activities, and contribute to the quality of life for our customers and of society in general. In a context where environmental issues, such as climate change, desertification and water shortages are global challenges, Azada believes that we must operate responsibly and be natural resource-efficient. Q: Do you think the consumer cares about the environmental credentiasl of a product, its roots, its story…? K: We do not sell just olive oil. We sell a story. And as I said previously, Azada’s philosophy is to offer what the earth has to offer. I’m just a middleman. You can get Azada Organic’s olive oils on our marketplace.    

 
Buy Azada Organic flavoured olive oils

Azada Organic produces a range of organic olive oils with different unique flavours

Today we start a series of interviews with people without whom this website and blog could not exist: our producer partners. Our goal is to present you the real people that make all these great foods you can find on our marketplace and get you to know them a bit better and show you why their products are so unique.

We are starting with Kevin, of Azada Organic, a young company that is reinventing one of the flagship products of the Mediterranean diet: olive oil. To see what I am talking about you only need to have a look at their product range and how prime quality raw material, attention to detail, innovation and respect for the environment can go a long way! Q: Azada Organic is such a young project, how and where it all started? K: In the late 70′s my father bought a farm of several acres in the town of Tivissa, Tarragona, he fell in love with the land and how much it had to offer. His idea was to recover farmland that hadn’t been plowed for years. During the next  few years he went from restoring a small abandoned house with a few almond trees and hazels to managing a  farmhouse with 20 acres of farmland where a wide variety of fruits and vegetables was organically grown, as well as a small vineyard producing a very limited quantity of wine . As a child, I remember helping my father in the orchard harvesting almonds and hazelnuts. He used very basic tools, including spade (“azada” in Spanish). Hence, the name of the company: Azada. It was only after working several years as a branding consultant, that II decided to continue the legacy of my father. The passion and love of my father for farming and traditional culture is what prompted me in 2009 to create Azada, a company based on the idea of preserving traditional farming while adding some elements of innovation . Q: What makes Azada Organic olive oils unique? K: Azada produces extra virgin olive oil with olives of the Arbequina variety flavored with ingredients of our land: fresh basil from Murcia, Mediterranean lemons, oranges from the fields of Valencia, hand-picked thyme from the mountains of Tarragona, garlic from the orchards of La Mancha, spicy chillies from Navarra and two innovative flavors: fresh ginger and organically grown Arabica coffee beans. The flavors we offer are new to the increasingly-saturated world of olive oil. Moreover, wwe add flavour by pressing the oil at the same time as the ingredients. They are not infused oils and they do not contain essences. Azada Organic olive oils are 100% natural, which means that they keep all their vitamins, nutrients and antioxidants. Q: What prompted you to sell online

K: We have been selling online since day one. It is our window to the outside market. Anyone who is not online, is dead.

Q: How you see the online food market in Spain? K: Spain is growing at a dizzying pace. Before there was the fear of sharing your credit card number on the web but that’s history now. Spanish consumers buy on the Internet as a matter of routine. After years of uncertainty Amazon has just announced its new portal in Spain (update: since the time this interview was conducted, Amazon has already launched in Spain). There are sites like Privaliaor Let’s Bonus that are enjoying great success and I think GourmetOrigins.com will be another great success. Q:… and the olive oil market? K: The olive oil market in Spain is saturated with new producers appearing every year. Quality is no longer a selling point, we must now invest in branding and focus on online sales. Q: Is the Spanish consumer ready? K:The Spanish consumer is accustomed to eating mono-varietal oils. He has been doing it for years and been using them for all sort of dishes. Our purpose is to use an olive oil for each type of dish. For example, our olive oil with lemons is great to cook fish, our olive oil with thyme, for roasted meat. And our basil oil is ideal for salads or pasta dishes . We are now working with Grupo Guzman to deliver courses to the best chefs in Spain along with Tomeu Caldentey, chef-owner of the Restaurant Es Moli d’en Bou. Tomeu has a Michelin star. Q: What is the consumer profile? K: We have two main types of customers: the restaurant chef and the cuisine lover. In English there is a terminology that defines them well: Foodies. Q: Your packaging looks great. Could you please tell us a bit more about it? K: Azada’s packaging  is our “alma mater” and it is very important to us. Its main feature is its white colour, the DNA of our brand. White colour make our bottles stand out in a shelf full of dark colors. White is the color associated with “virginity”. White because we are honest and sincere. White also protects 100% our olive oil from UV sun rays. The labels have been designed by Carla Marin, collaborator and personal friend. They are handwritten and illustrated with watercolors to convey the typical Spanish rural environment, the towns and fields that are part of the Mediterranean landscape. We were the first brand in Spain and in Europe to use labels made of sugar hemp, preventing, this way, the indiscriminate felling of trees. Our labels are 100% biodegradable and compostable. Q: What is your stance regarding the environment: K: We love our land and all it has to offer. Fields and forests are disappearing at an increasing rate: to us woods and fields are a symbol of a true agriculture that should continue to exist. In order to achieve this we must be honest and respectful. And be careful about what we produce and how we produce it. We analyze our actions every day in order to minimize the impact we make on our planet, in order to leave things better than they were before. We work to develop our activities in way that takes into account the preservation of the environment.  Taking care of environment and a following a sustainable development path add value to our activities, and contribute to the quality of life for our customers and of society in general. In a context where environmental issues, such as climate change, desertification and water shortages are global challenges, Azada believes that we must operate responsibly and be natural resource-efficient. Q: Do you think the consumer cares about the environmental credentiasl of a product, its roots, its story…? K: We do not sell just olive oil. We sell a story. And as I said previously, Azada’s philosophy is to offer what the earth has to offer. I’m just a middleman. You can get Azada Organic’s olive oils on our marketplace.    

12 Thoughts.

  1. Pingback: Buy organic nut oil made following traditional methods | GourmetOrigins.com, the authentic regional food blog

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