Commercial performance of the integration of standards in olive oil and agri-food marketing

Rocio Carrillo Labella, Fatiha Fort and Manuel Parras Rosa ()
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Rocio Carrillo Labella: Department of Business Organization, Marketing and Sociology - UJA - Universidad de Jaén
Manuel Parras Rosa: Department of Business Organization, Marketing and Sociology - UJA - Universidad de Jaén

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Abstract: Globalisation has led to more and more companies in the agri-food sector turning to accreditations such as those guaranteeing quality (ISO 9001), environmental sustainability (ISO 14001) and food safety (ISO 2200, BRC and IFS) for commercial purposes. However, these changes may not lead to an improved economic and commercial performance for olive oil companies. This study, therefore, has two specific objectives: first, to find out if there are groups of accreditations that determine company profiles; and, secondly, to analyse whether these profiles have any kind of influence on the economic and commercial performance of the olive oil industry. A quantitative investigation was carried out using ANOVA and among the main results, a bipolarity was observed between those that have no certification and those that are highly accredited for quality, environment, and food safety. Regarding the second objective, the results uphold the commercial function of accreditation in terms of improving commercialisation. It was not possible however to confirm such positive results in operative earnings, but it was observed that the companies with the strongest results invest more in accreditations, especially in food safety.

Date: 2022-01-20
New Economics Papers: this item is included in nep-agr, nep-env and nep-int
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Published in 21. International Marketing Trends Conference, Paris-Venice Marketing Trends Association, Jan 2022, Rome, Italy

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