Divided Spirits written by Sarah Bowen goes on to tell us the story about the Tequila and Mezcal Industry through her research and time spent in Mexico. This paper will compare her research of Mezcal and Tequila to the Olive Oil industry in Spain. The historical, cultural and environmental associations between food and place will be summarized, compared and contrasted between the two industries. The marketing, branding and regulations will be discussed as well as how the producers fit into the political and economic power scheme. I have chosen to compare the Olive Oil industry of Spain to the Mezcal industry of Mexico, because the production systems are very similar. Both countries have designation of origins in place, both with compliments …show more content…
For the purpose of this paper, Spain will be the area of focus for the olive oil production although it can be traced to Italy, Egypt and many other countries with its increasing popularity with consumers (Pardo, 2011). Spain is the biggest olive oil producer and has produced olive oil for more than 2000 years (Rojas-Sola, 2012). Just with that time frame, you can imagine how culturally important this product would be to the people of Spain. Olive oil produces a way of income for the people of Spain but it also seen to be very restorative and healing (Efe, 2011). In many cultures the olive is seen as a divine gift, the olive branch represents peace and the olive tree represents the desire for eternal life (Efe, 2011). The olive and olive tree have been included in many legends throughout history as something that is very valuable (Efe, 2011). In the communities around the Mediterranean the olive holds as much importance today as it did in the past (Efe, 2011). Olive trees are traditionally grown in an area with dry land, very eroded deep soils, and with small organic matter (Pardo, 2011). Although, new plantations are being made on flat fields where irrigation is used (Pardo, 2011). The orographic and climatic conditions give specific characteristics to the oils as well as the species of olive used (Pardo, 2011). This can be compared to the production …show more content…
The regulations for olive oil were created impart to improve food hygiene but producers want these new regulations to also promote traceability and brand awareness. By doing this it will help increase the value of their product and make them more financially secure (Minder, 2013). With the new bottling methods imposed for hygienic reasons, consumers are buying smaller bottles that are now branded as opposed to buying the larger unbranded jugs of oils of the past (Gazquez-Abad, 2009). Smaller producers are having a harder time at making those adjustments than the larger producers (Gazquez-Abad, 2009). Therefore, now the market in Spain is led by large groups who own several different brands and can take over the retailer shelves (Gazquez-Abad, 2009). Now it is not just the quality of the product that is the focus, the branding and promotion of the product can be the determining factor in the success of the oil (Gazquez-Abad, 2009). Some smaller producers do not feel that they are getting the recognition that they deserve, that the consumers should know where their oil comes. They want the consumer to be able to choose what kind of oil they like, just as they would when they choose a bottle of wine (Minder, 2013). During the modernization boom in Mexico, the same idea occurred in the Mexican market for mezcal and tequila. The market changed from small family markets to larger more