DeOleo is a global leader in (olive) oils. The company (with a Spanish parent company) carries consumer brands such as Carbonell, Bertolli and Carapelli.

DeOleo was interested in growing Carbonell olive oil’s share in foodservice. To do this, they needed a sales and marketing strategy aimed at foodservice.

What are the needs of your customers?

Firstly, we wanted to understand how customers navigate through the stages of orientation, purchasing and consumption as well as the needs/attitudes of foodservice towards olive oil. Through qualitative market research – focus groups with a number of different chefs – insight was gained into the needs of the target groups as well as their attitudes towards olive oil. Armed with these results, a Team Day set the direction for a new successful strategy for the foodservice channel. One key element here was the launch of the Carbonell Professional brand.

In a subsequent TEAM day, a manageable sales process was mapped out for introducing the new brand. The new websites, social media and e-commerce platforms from wholesalers have an important role in driving sales success.