The territorial delegate of Agriculture, Fishing, Water and Rural Development of the Junta in Jaén, Soledad Aranda, has highlighted the "territorial identity" that the figures of differentiated quality bring to the olive sector and olive oil in a province with a marked agricultural and olive-growing character like Jaén.
Aranda made these statements at the inaugural event of the III Conferences on Differentiated Quality, promoted by the Certióleo Foundation in Arroyo del Ojanco (Jaén) and held under the title "New Technologies in the Olive Sector and in AOVEs".
At the meeting, where she was accompanied by the president of the foundation, Vicente Gil, the representative of the Junta emphasized "the express work being done in favor of certification, control, food safety, and the dissemination of quality" with the main aim of "generating trust".
In this regard, she explained that the designations of origin and protected geographical indications are an essential tool to distinguish Jiennese products "from other oils of different origins in an increasingly competitive market." "Behind each bottle, there is a story: a farmer, a variety, knowledge, control, traceability, and unique characteristics," the delegate stated.
During her speech, she defended the need to "continue advancing in that differentiation" and set as a priority objective "to achieve that the market and the consumer recognize that excellence and are willing to value it."
Similarly, Aranda linked differentiation with innovation and quality, recalling that "one of the great challenges of the sector, as reflected in the I Andalusian Strategy for the Olive Sector, is to advance in innovation and digitalization."
To conclude, she advocated for "strengthening sustainability and generating greater added value" as key elements for these advances to translate "into the improvement of marketing and profitability with the position of our extra virgin olive oil in the markets."