Organic vs. Conventional EVOO

The Primacy of Organic vs. Conventional EVOO

A recent study by the University of Murcia and the Rey Juan Carlos University, published in the journal Agriculture, reveals that consumer choice of extra virgin olive oil (EVOO) in Spain is profoundly influenced by production systems, highlighting a clear preference for organic EVOO over conventional EVOO. The research, which combined the analysis of production systems and certifications of origin for the first time, was conducted in a protected area in southeastern Spain. The results of the choice experiment confirmed that, among all quality attributes, the type of production is the decisive factor.

The findings show that consumers value organic production much more than conventional production. The willingness to pay (WTP) for organic EVOO is more than double compared to its conventional counterpart. This preference is not only a matter of health but is also linked to the perception of environmental sustainability. While integrated pest management was also valued, organic production was positioned as the most important attribute, consolidating its relevance in today’s EVOO market. This marked difference underscores consumers’ growing awareness of the environmental and social impact of their purchasing decisions, which positions organic EVOO as a premium product in the minds of buyers.

The Value of Certifications and Territoriality

Although with a lower impact than the production system, certification labels also play an important role. The local brand “Territorio Sierra Espuña” proved to have strong appeal, with a DAP up to 75% higher than that of conventional unlabeled EVOO. On the other hand, national certifications, such as the Protected Designation of Origin (PDO), although also positively influenced, did so to a lesser extent. A key point highlighted by the study is the existence of substitution effects between certifications. This means that having multiple labels does not always translate into a proportional increase in WTP, suggesting that consumers particularly value authenticity and geographical proximity. This preference for local products reinforces the importance of marketing strategies that focus on the product’s origin and territoriality, a factor that complements and enhances the appeal of organic EVOO.

Implications for the EVOO Industry

The study offers valuable insights for producers and policymakers. Integrating information on production systems, especially organic EVOO certification, alongside certificates of origin, can significantly increase the perceived value of the product. This not only supports product differentiation but also contributes to local development and the implementation of regulations such as Regulation (EU) 2024/1143, which promotes sustainable practices.

However, the report also identifies crucial challenges. Producers seeking to adopt sustainable practices and obtain certifications face high associated costs, which may require subsidies or incentives to facilitate the transition. Furthermore, the need for efficient distribution channels, ranging from supermarkets to online sales and short supply chains, is vital to ensure these differentiated products reach the market effectively.

In summary, the study confirms that organic versus conventional EVOO is the main variable determining the purchasing decision, with consumers willing to pay a significantly higher price for products with this certification. Local certificates of origin are close behind. Producers who combine organic production with the promotion of their local origin have a powerful marketing tool to stand out in the market. For the future, we suggest expanding the research to a national level to better understand how consumer behavior varies in different cultural and geographical contexts.