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Article: Learn more to sell more. (need for knowledge to boost sales of olive oil)
- Article from:
- Grocer
- Article date:
- August 27, 1994
CopyrightCOPYRIGHT 1994 William Reed Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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THE different varieties of olive oil still baffle consumers. And retailers exacerbate the problem because they are confused about what to stock. These are some of the findings from research carried out by Unimerchants in what it believes is the first study of consumer and trade perceptions of olive oil.
Managing director John Durban (pictured) told The Grocer: "Although the industry has been successful at getting the nutritional benefits message across to consumers there is still a vast gap when it comes to product knowledge. And poor understanding leads to poor sales."
Durban is claimed to be one of the leading authorities on olive oil, having more than ...