Terra Creta initial presentation 2012

The Organization
Established in 2001, having as a primary objective to produce
and bottle exceptional quality Extra Virgin olive oil from the
world-known Kolymvari region of Chania Crete.
Based on our philosophy of applying the very highest
standards at all stages of production and storage and having a
clear focus on exports markets, Terra Creta has managed to be
established as one of the most dynamic olive oil companies in
the world.
New Advanced Facilities
In December 2009 all operations of the company has been transferred to
the newly constructed facilities (with advanced infrastructure for olive
oil extraction, storage and bottling) at Kolymvari, ensuring all aspects of
our business are managed from a single site.
One of the few Vertically Integrated Companies in Greece
Our Vision
Our vision is to be the
foremost premier producer of
exceptional quality Cretan
olive oil in order to satisfy
international customers by
maintaining
world
class
quality
management
standards
allowing
full
product
traceability
and
transparency from ‘tree to
table’.
Our Strategy
To build an international brand from
Crete through
a) exceptional quality,
b) international partnerships
c) sharing a fully integrated approach
with our farmers
d) using latest technology in our
extraction process
The history
The olive has a special place in the
history of Crete and the Kolymvari region. It
is the Cretans who are credited with the
first olive oil production for organized
trade. Indeed olive oil was a key part of the
Minoan economy. Archeologists have found
evidence (clay jars, recordings on tablets
and the remains of oil mills) that the
Minoans had the most productive olive
groves in Greece and often exported their
olive oil to the rest of mainland Greece and
the Aegean islands, as well as Egypt and
Syria, as it was deemed to be of the best
quality. Additionally, many of the olive
groves in the Mediterranean today have
their origins in Crete, where the Byzantines
and Romans spread the olive tree from
Crete to Italy, Spain and beyond.
The Ancient Olive Tree
The monumental Ancient Olive Tree
of Vouves, the oldest olive tree in the
world (>3000 years old), has been
declared
as
“natural
heritage
monument”. The tree proves the long
lasting tradition of olive oil in
Kolymvari.
Its branches are used to prepare the
wreath for the Olympic games
Marathon winner every 4 years.
The region
Kolymvari at western Crete is an
renowned PDO (Protected Designation of
Origin) region. The soil, the climatic
conditions, the variety and most
importantly the people have created a
natural product of unparallel quality. The
Koroneiki variety is often hailed as the best
in the world and has the nickname of the
‘royal type’.
The region
Variety “Koroneiki”. This
olive variety produces the
finest olive oil in the world
and has one of the
smoothest tastes of any oil;
it is also praised for being
mild and fresh.
Facilities
Production
The new olive oil mill
Production
The new olive oil mill
• Innovative design, fully automated production offering
lower production cost and total control of all the production
aspects,
• Continuous extraction, quality classification of the olives
on receiving and two-phase extraction guarantee the highest
quality of olive oil,
• Environmental friendly construction by using solar tubes
for internal lighting system and two-phase extraction
technique to avoid water waste and environmental pollution,
• All production machinery designed by the development team
of Terra Creta and made from 100% stainless steel 316L,
• Multi-certified with IFS, ISO 22000:2005 (HACCP), ISO
9001:2008, Kosher, BIOHELLAS NOP-USDA, KRAV and
ECOCERT for Organic Olive Oil extraction.
Administration Offices &
Bottling Plant
Administration Offices &
Bottling Plant
• Four floors of offices with a total area of 2,500 sq. meters,
• Two automatic bottling lines with a capacity of 4,000 bottles per
hour,
• Three semi-automatic bottling lines with a capacity of 600
containers per hour for special bottles or tins,
• Flexibility for using a variety of different bottles or tins,
• Twelve stainless steel, olive oil storage tanks with a total capacity
of 2,100 tones,
• Multi-certified total quality management systems: IFS, ISO
22000:2005 (HACCP), ISO 9001:2008, Kosher, BIOHELLAS NOPUSDA, ECOCERT and KRAV for organic olive oil production.
• Storage space of 1200 sq. meters.
Points of difference
•
Total Quality System
•
Advanced traceability
•
Innovation
•
Sustainable growth
•
International awards
Total Quality System
Terra Creta follows a holistic approach to its operation
assuring quality at all levels
Guarantees:
 Safety
 Physico-chemical attributes
(flavor – chemical attributes)
 Nutritional value
(antioxidants, vitamin E)
Covers all company’s
Operations
- Cultivation
- Milling
- Bottling
BASIC PARAMETERS THAT AFFECT THE FINAL QUALITY OF A BOTTLED OLIVE OIL
VARIETY
15%
OLIVE OIL MILL
(CONTINIOUS
EXTRACTION,
NATURE
FARMING
TRANSPORTATIO
TWO-PHASE
BOTTLING
(MICROCLIMAT TECHNICS,
N, STORAGE
OPERATION, PROCEDURE
E, SOIL)
CULTIVATION
CONDITIONS
TEMPERATURE,
CONTAMINATIO
N)
15%
45%
15%
TOTAL
45%
5%
5%
100%
45%
5%
5%
100%
Total Quality System
Certified Quality
-
ISO 22000:2005
ISO 9001:2008
IFS - Higher Level
Organic
(EU, USDA, KRAV, Cosmetics)
PDO Kolymvari Hania Crete
PGI Hania Crete (Agrocert)
Agro 2:1-2:2
Kosher
Total Quality System
Chemical Analysis
EU regulation: requires test for 28 attributes
Terra Creta: tests for 243 attributes in total
Advanced Traceability
• Transparency at
all levels
• Developed inhouse
• Digital
recording
• Web-site based
system
(LOT number)
Not simply a regulatory requirement
but a competitive advantage
Sustainable Growth
 Integrated farming methods (Agro 21, 2-2);
 Increased use of organic farming
techniques;
 Incentives to the farmers to produce
olives of much higher quality;
 Regular seminars provided to
farmers on organic cultivation
techniques, proper use of pesticides,
environmental protection and
harvest procedures.
International Awards
Japan 2012
Italy 2011
Germany 2011
USA 2010
France 2009
Greece 2007
China 2008
Germany 2005
Greece 2004
International Distribution
GREECE
BELGIUM
GERMANY
USA
BRAZIL
CHINA
CANADA
AUSTRIA
Terra Creta is:
-One of the fastest growing olive oil companies in Greece
-The leading Greek olive oil in Belgium with 4% market share,
much higher than major brands
-Leader in olive oil sector in Hellenic Duty Free Shops
FRANCE
RUSSIA
JAPAN
AUSTRALIA
FINLAND
Across 25 countries internationally and growing!
S.KOREA
Terra Creta’s
International Listing
Many retailers around the world are trusting Terra Creta’s
products with long-term and successful cooperation
Terra Creta as a leading olive oil company
at an international level hosted a
conference in October 11-14th with 150
participants from 14 countries.
- 20 scientists
- 39 presentations
- Innovations workshops
- Harvesting, milling and Olive Oil tasting
- Produced for first time olive oil from
the Ancient Olive Tree of Vouves
International Conference 2012
Rebranding
- Old fashioned communication
- Complicated labels
- Mixed message to consumer
- New natural look
- Ancient Tree of Vouves part of
the brand
- Heritage – Natural – Quality
- Coherent looks & message
Product Range
Traditional line (0,5 – 0,8 acidity)
Extra Virgin, PDO, Organic
Estate line (0,3 – 0,5 acidity)
Extra Virgin, PDO, Organic
Terra Creta Estate Line
Extra Virgin
PDO Kolymvari Region Organic - PDO Kolymvari
Terra Creta Traditional Line
Extra Virgin
PDO Kolymvari from Crete
Organic
Terra Creta Estate
Extra Virgin Olive Oil
Terra Creta Estate Extra Virgin Olive
Oil, has a gold-green hue, with a
balanced taste and a long-lasting
smooth aftertaste. The fruity aroma is
due to the Koroneiki olive variety
used in this wonderful olive oil.
Traditional methods of harvesting,
together with the latest processing
and storage techniques ensure its
superb flavor characteristics and
outstanding quality are maintained.
Terra Creta Estate
PDO Extra Virgin Olive Oil
Terra Creta’s mostly awarded Estate
Extra Virgin Olive Oil PDO
Kolymvari, comes from the Terra
Creta centuries old family estate
located between the Samaria gorge
and the coast at Kolymvari. It has
a
rich
fruity
aroma
and
a characteristic peppery flavor with
natural low acidity due to the
particular care in cultivation,
selection and milling of the estate
olive crop.
Terra Creta Estate Organic (BIO)
PDO, Extra Virgin Olive Oil
This superior quality and multi-certified
Organic Extra Virgin Olive Oil comes from Terra
Creta’s centuries old, family estate located
between the Samaria Gorge and the coast at
PDO Kolymvari region. It has a rich fruity aroma
and a characteristic peppery flavor reflecting its
very low acid level due to particular care in the
organic cultivation, careful selection and
pressing of the estate crop. It further displays
the seal of the Greek government, EU and
USDA/NOP for its organic cultivation, certified
by BIOELLAS , KRAV and ECOCERT.
Terra Creta Sprays, Extra Virgin
Olive Oil & Balsamic Vinegar
These new products were created
following customer demand for
higher quality and easier to use
packaging with a modern design.
Products come in a glass bottle
with a gripped spray pump that
offers the ultimate control in the
kitchen.
Ideal for salads and barbeques etc.
Terra Creta Extra Virgin
Olive Oil with Olives
A simple but innovative idea.
Many consumers would really like to
have the table olive mild taste in their
olive oil. This new product give this fresh
and fruity flavor which makes it an ideal
as a condiment.
Ideal for salads, pizzas and sauces.
Terra Creta Unique Gift Sets
Premium gift sets ideal for corporate gift
or seasonal sales
• Premium Selection EVOO- PDO – BIO
3 x 250ml glass bottles of Extra Virgin
Olive Oil, (white label, black label,
brown label)
• Spray set
2 x 250ml Extra Virgin Olive Oil and
Balsamic Vinegar
Useful links
Video presentation of the
company (8 minutes)
TERRA CRETA S.A
The Traceable Olive Oil
Farming, Production and International Trade of
Cretan Extra Virgin Olive Oil and other Traditional Products
Kolymvari Chania, 73006, Crete Greece
Tel. +302824083340-1,
[email protected] ,
Fax. +302824083343
www.terracreta.gr
Skype name : terracreta