Founded in the mid-19th century in the south of France, the brand dominates a market marked by a very sharp rise in prices in recent years.
Published
Reading time: 2min
“All the love I have for you…” These words from Dario Moreno accompany the success of Puget olive oil in the 90s. Advertising contributes to the brand’s reputation. Another will follow in which actor Michel Boujenah cooks with a virtual Fernandel.
A way to recall the origins of the brand, created in 1857 on the Old Port of Marseille by Adolphe Puget. “He began to introduce the French to the taste of olive oil, first exporting olive oil to South American countries, then to Provence, and then nationally” , says Cynthia Riblet, marketing director of the brand.
She adds: “It works quite quickly. With the rise of mass distribution and advertising as well. It was in 1999 that our oil became the leading olive oil in France.”
The second most purchased oil in our country, behind sunflower oil, olive oil is consumed at 1.7 liters per year per French person. “This represents 10 million liters for the brand each year” explains the marketing director.
Although consumption increases, France remains far behind Italy, Spain and Greece. It is also in these countries that the brand’s olives are grown. It’s a question of volume. “French production of olive oil is 5,000 tonnes per year, explains Cynthia Riblet. While the needs represent 140,000 tonnes. So, it would take approximately 30 times French production to cover our needs. We are therefore obliged to turn towards the Mediterranean basin.”
As for prices, although they could fall again soon, they have exploded in recent years. “Olive oil is above all a living product. Recent harvests, particularly in Spain, which is the number one olive oil producing country, have been very poor, due to climatic hazards : drought, frost at the end of the harvest…This has greatly affected olive production.”
