Spanish Olive Oil Seeks U.S. Agency

NEW YORK Foods From Spain wants Spanish olive oil to assume what it calls its rightful place in American minds—and on U.S. tables. The Spanish trade commission is looking for a small to medium-size agency to promote the product via a $1.5 million advertising campaign.

While Italy enjoys a reputation as the bottler of the world's best olive oils, too few Americans take note of the products' origins, said Jeffrey Shaw, marketing director of Foods From Spain.

"Spain is the No. 1 world producer of olive oil ... And Italy is our best customer," Shaw said. About 60 percent of Spanish olive oil is exported to Italy, and much of it is used by Italian brands, he said.

The group, which is conducting the review from its New York office, is working in conjuction with Asoliva, an association of Spanish olive oil exporters. Spanish bottled brands include Star, Pompein and Carbonell, a leading olive oil in Florida, Shaw said.

Foods From Spain this week began contacting 12 New York shops, and will meet with interested agencies before creating a shortlist for the review. The client prefers shops with food experience. The process is expected to conclude by late fall.

Shaw can be reached at bony@mcx.es .