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Leonardo Olive Oil creates an Experiential Zone at IITF 2017

Wednesday, December 13, 2017, 15:04 Hrs  [IST]

In a major departure from traditional selling of products, Cargill Foods has set up a special Experiential Zone for their Leonardo Olive Oil, at the recently concluded Indian International Trade Fair (IITF) 2017 at Pragati Maidan in Delhi. The visitors to the Leonardo pavilion at India’s largest trade exhibition had the opportunity to see for themselves and understand the differentiated usages of Olive oils at the Experience Zone for the entire 14 days of the exhibition.

Three kitchen zones were created where consumers got a chance to taste delicacies prepared using all these variants, along with a clear understanding of their usage. Chefs demonstrated the versatility of Leonardo olive oils. Leonardo has the right configuration of oil for each purpose. While ‘Leonardo Cook All’ is perfect for all types of Indian cooking including deep frying; Leonardo ‘Just Lite’ is suitable for day-to-day Indian cooking, shallow frying and sautéing. Similarly, Leonardo ‘Just drizzle’ is perfect for salad dressings, dips and condiments and can be a healthier option than butter.

Explaining the goal behind setting up the Experience Zone, Deoki Muchhal, Managing Director, Cargill‘s food business in India said that the company always believed in doing the “right thing” to create “experiences” for consumer market rather than pushing the product into the market. “With the purpose of allowing consumers to experience cooking different cuisines with the different variants of Leonardo Olive Oil, this zone enabled consumers to get a look and feel of an actual live cooking experience. With three different kitchen zones catering to different types of cooking, consumers were able to witness healthy and tasty food cooked in Leonardo Olive Oil.”

Further explaining the brand strategy, Muchhal said that they always tried to offer “right product at right price and configuration customised for different types of usage”. In that respect, it is important to work closely with consumers to create awareness and understanding of the product so that they can take informed decisions, he said.

While Olive Oil as an edible oil segment is growing at 6-7% in the market, Muchhal said that Leonardo as a brand has been able to grow at a much faster pace of about 20% in the last few years because of their investments in consumer education. “Leonardo commands 25% of the market share today for Olive oils in India,” he added.

He also revealed that the company is working on certain blends “which the industry has not seen in the past.” He said that they are currently working on the right composition of fats for each region as region in India has its own specific characteristics.

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