Brazilian company Orfeu, which has been producing coffee since 2005, entered a new segment this summer with the launch of a range of olive oils.
“Orfeu was bold and assertive in its packaging strategy,” comments Marcelo Falcão, Partner at Premier Pack, which partnered with the brand on the packaging. “The production of olive oil in Brazil is something new, and the choice of the differentiated pack was fundamental.” Active in the premium food, beverage and perfumery sectors, the supplier, which operates a creative studio and decoration facilities, represents and distributes Saverglass and closures specialist Tapì Group in Brazil.
The olive oil’s bespoke, square-shaped bottle (Saverglass) with curved sides and thick base is hot-stamped (Premier Pack) and topped with a glass closure (Tapì Group).
“Orfeu is a real gem,” agrees Sandro Marques, author of Extrafresh: The Guide to Brazilian Olive Oil. “It is produced in volcanic terrain and the extra-virgin olive oil (EVOO) from the region is of exceptional quality.” Marques tells Luxe Packaging Insight that Brazil’s first commercial olive oil brand (Olivas do Sul) is only ten years old. “There had been sparse attempts at production in previous decades but they failed due to lack of viable saplings, knowledge and research,” he explains. “The story goes that the Portuguese Crown never let the olive trees develop when Brazil was a colony so that they could sell their own oils in the country. We are the second largest olive oil importer outside the EU, just behind the US, which may have to do with our historical bonds with Portugal.”
Brazil imported 86k tons of olive oil in 2019, according to the IOC (International Olive Council). In comparison, domestic production was around 240 tons, or 0.3% of imports. “Consumption per capita is not high (just 400ml per person), but Brazilians love EVOO and low consumption may have to do with the difficult economic situation,” says Marques.
Although domestic production may be small, the quality is high. “Brazilians are still surprised that we have national EVOO, and are even more so when they taste it, as they're used to tasting imported oils of lower quality or those that have "traveled" too much and are already tired and rancid. So it's unexpected to taste very fresh robust oils,” Marques highlights.
Marques launched the third edition of Extrafresh last month, in which he assesses 78 different brands. He notes that olive oil production in Brazil is developing with numerous new plantations, and several producers are even investing in olive oil tourism.