We speak with one of the most internationally recognized figures in the dissemination and promotion of the virtues of EVOO.
Juana Ortega Membrive is a Public Health Inspector at the Health Department of the Junta de Andalucía. She holds a degree in Pharmacy and a PhD in Chemistry, specializing in Vegetable Oils and Fats from the University of Granada, and a Diploma in Food Safety from the Andalusian School of Public Health and the University of Granada. She also holds a Master's degree in Environmental Management from the Polytechnic University of Madrid.
She is also President and co-founder of the Scientific-Cultural Association “Tierra de Olivos Virgen Extra”, dedicated to spreading olive culture and defending high-quality Olive Oils. She is also the director of the Association's School and Tasting Panel. She participates in the development of various research projects aimed at improving production conditions in olive mills, achieving excellence in EVOOs, and enhancing the environmental quality of production areas through rational management and utilization of production residues.
Her professional experience in the olive oil sector dates back to 1982, covering a wide range of roles: secretary of the Denomination of Origin Segura, co-founder of DOP Bajo Aragón and Montes de Toledo, technical director of A´sumut SL, collaborator with the International University of Andalusia in the development of the Olive Technological Park in Meknes (Morocco), participating in technical teams of entities such as the International Olive Council and the Spanish Federation of Food and Beverage Industries, among others.
In your opinion, what is the current situation of Spanish Extra Virgin Olive Oil?
Spain, with an average production of nearly 1,300,000 tons over the past five years, led by Jaén, is gradually taking the reins of this sector internationally, where the focus must be on genuine quality: natural, healthy olive juice, the basis of a diet recognized by UNESCO as Intangible Cultural Heritage of Humanity. A source of active compounds that relieve ailments and, above all, prevent them.
Extra Virgin Olive Oil is a superfood, a trendy term used for other products today, whose chemical composition is based on essential fatty acids necessary for life and not metabolized by the body. Spain can and should lead this market.
What is the current level of EVOO production in Jaén?
With its 67 million olive trees, Jaén is the largest olive oil producer in the world. With the effort of all involved parties, it is also climbing the ranks to occupy a preferential place in the production of highest quality Extra Virgin Olive Oils. The sector is increasingly committed, producing oil that goes beyond being a commodity for large food distributors. More and more premium EVOOs are produced in Jaén, reaching market shares and privileged positions in top kitchens in Spain and worldwide.
What makes EVOO a healthy fat?
In a healthy diet, it is important to supply the necessary calories, balanced among carbohydrates, proteins, and fats. What matters most is that the quality of these fats does not only provide energy but also includes healthy components. Undoubtedly, Extra Virgin Olive Oil contains the highest amount of antioxidants and beneficial compounds, with the best balance of essential fatty acids, not metabolized by the body but absolutely necessary. That is why it should be included in our daily diet: we need fats every day, but they must be healthy fats.
A curiosity: is the color of an oil indicative of its quality?
The color is not a regulatory quality parameter for EVOO. It is more an indicator of the olive variety used. Although all varieties can produce Extra Virgin Olive Oil, colors can have different organoleptic nuances. Color may be considered a differentiating factor based on consumer demand, as with early-harvest oils, but it is not a technical quality criterion.
Is the average consumer sufficiently educated to distinguish oil quality?
The most important thing is to know the product and understand what is being sought. It is essential to have truthful and sufficient information about what is being purchased. Consumers of Extra Virgin Olive Oil are loyal, but general knowledge about valuing it is still limited. Promoting olive oil culture, organizing tastings and samplings, and collaborating with entities and companies that focus on EVOO quality, as we do from Tierra de Olivos Virgen Extra, is essential. Knowing it to love it, but also to recognize it.
What makes an EVOO of the highest quality?
Any Olive Oil that earns the Extra Virgin rating, after rigorous analysis and tasting, has guaranteed quality, high nutritional value, and a high concentration of unsaponifiable compounds responsible for its antioxidant profile. The proportion of oleic acid, a monounsaturated fatty acid associated with cardiovascular benefits, is key. Moreover, today it is highly valued that cultivation and production are environmentally friendly, sustainable, and scientifically controlled to guarantee natural quality.
Finally, what is your opinion on the online distribution and sale of EVOO?
The olive oil market cannot ignore new technologies. On the contrary, it must understand and leverage them for the benefit of both brands and consumers. E-commerce is a well-established trend that grows due to the convenience it offers. If, as in your case, you also provide selected, high-quality products, such as those from Jaén, while educating and informing consumers about options, varieties, and EVOO virtues, all the better. I congratulate you on your initiative.
