Olive oil is following in the footsteps of wine. And that happens through the pre-umification of the oil mills
There are few pleasures in this life that surpass that of dipping a good bread with plenty of crumbs in a bowl with quality olive oil. It depends on the time and the point of the roller coaster that is the olive oil priceit is something that we can do more or less frequently, and to weather the situation there are oil mills that are reimagining themselves. From simple industrial warehouses and cooperatives closed to the public, they are being transformed into living museums about oil, in the purest style of the wine cellars. It is the pre-umification of the industrial warehouse. roller coaster. Talking about olive oil is talking about Spain. We are the great engine on a global scale, contributing more than 40% of world olive oil. After some disastrous harvests24/25 has recovered, with a production of 1.4 million tons, and a similar production is expected for 25/26. Despite the good feelings, It is still a complicated segment because weather conditions can easily transform the scenario. Prices at the beginning of 2024 skyrocketed because the previous harvest was hit by drought, and oil mills have begun to take measures to protect themselves against price fluctuations and, above all, to have a stable income flow throughout the year. From wine tourism to oil tourism. If you’ve ever wondered why everything is now a subscription, even when it doesn’t make sense, it’s because companies are looking for a constant flow of money. A single large payment is no longer worth it: they want more distributed, but consistent income. There is one grape harvest a year and the wineries reacted by converting themselves into wine museums. In these visits to wineries we see how the product is made, but it is also a cultural and gustatory journey, with tastings of the product itself and others that “match” well, such as cheese. The oil mills are doing exactly the same. Of these cold and industrial facilities, some are moving to design buildings that combine the production of the oil, its culture and the tasting. It is the search for oleotourism through the pre-umification of the oil mill, and it is something that has drawn on this much more consolidated wine tourism. From the industrial warehouse to the museum. The idea is to offer a complete sensory experience in which there is a story about the territory in which it is located, the production of the oil, the local culture and, obviously, the tasting. At the same time, thematic routes can be developed with cheese factories or wineries, but also with agreements with rural accommodations and restaurants. These new oil mills also behave like a museum, since historical pieces and machinery are exhibited, as well as a review of the manufacturing tradition of the place. And, of course, there are direct sales stores that not only offer the main product, but any that may be related, such as cheese, oil, local sweets or even ceramic pieces in which to store that oil. Spanish tourism websites now stand out oil mills as exponents of modern tourism. There are oil mills that are converted and others that are more ’boutique’ that were born with the visitor in mind. LA Almazara. Jaen is a land of olive trees and there are several oil mills of this style, such as ‘EVOOland‘in Baeza or the Olive Culture Museum at Hacienda la Laguna. Ciudad Real is another important oil focus –with the healthiest oil in the world in 2024-, with examples like ‘Infanta Elena Museum of Contemporary Art‘ and more “at the foot of the olive tree” experiences that teach cultivation techniques, production, landscape and, for about 20 euros per person, of course, a tasting. Interior of LA Almazara But if there is a point worldwide that right now screams the terms “pre-umified oil mill” louder, that is ‘LA Almazara LA Organic’ in Ronda. It is the same concept that we have reviewed so far: a cultural center dedicated to olive oil that combines restoration, accommodation in a farmhouse and tasting, all around what they have called “the first signature oil mill”. The prices of this pre-umification? Specifically, those at LA Almazara are in line with others, between 10-30 euros, but with options to spend… whatever you want, with an “EXCLUSIVE visit” that closes the oil mill for you and takes you there by helicopter. I go to one and dip some good bread… so happy. Images | The Almazara, Wine tourismSpain In Xataka | China is devouring all technology sectors: the surprising thing is that it is also making good wine
