"When choosing packaging, we prioritize product preservation, sustainability, and the consumer's user experience."
Acesur has bottling plants in Vilches (Jaén), Dos Hermanas (Seville), and Suffolk (Virginia, USA), in addition to its own olive mills in La Roda de Andalucía, Jabalquinto, Montoro, and Mora de Toledo. It is one of the leading players in the Spanish olive oil sector, with brands such as Coosur, La Española, and Guillén. Internationally, they have a presence in more than 120 countries.
Acesur has been a leader in the olive oil market since 1840. How has the sector evolved? To what extent has the olive oil production process changed?
The olive oil sector has undergone a profound transformation in recent decades, both technologically and in terms of the market. We have moved from a more artisanal and less standardized model, heavily reliant on traditional knowledge and with a predominantly local market in relation to production, to a globalized, highly technological environment where digitalization, efficiency, and quality play a key role.
In particular, the evolution of the production process has been radical. Today, we understand that the quality of the oil begins in the field—with the management of the olive grove and the decision regarding the harvest time—and ends at the mill with continuous, efficient, digitized, and sustainable processes incorporating new technologies that allow us to preserve the oil's nutritional and organoleptic qualities to the fullest extent. Furthermore, traceability is complete: we can monitor the product from the olive grove to the bottle. Chemical analysis technologies have also evolved significantly, allowing olive oil companies to perform many more and better quality controls.
Although the essence of the tradition remains the same: extracting the best olive juice, innovation has allowed for extraordinary improvements in the stability and sensory profile of olive oils, positioning the Spanish olive oil sector—with companies like Acesur—as international benchmarks without renouncing its historical heritage.
Their products are in more than 120 countries. In how many do they have their own plants?
Acesur has a solid industrial base with a production presence in various strategic markets. We have packaging plants in Vilches (Jaén), Dos Hermanas (Seville), and Suffolk (Virginia, USA), which allows us to respond to both the national and international markets with high standards of quality and efficiency.
In addition, we have our own olive mills in locations such as La Roda de Andalucía, Jabalquinto, Montoro and Mora de Toledo, where we produce our own olive oil, which reinforces our control over the origin and quality of the oil from the beginning of the process.
This structure is complemented by a network of sales offices in strategic markets such as the United States, the United Kingdom, China, and Brazil, allowing us to be close to our customers and adapt to the specific needs of each country. Thanks to this industrial model, Acesur can operate effectively in more than 120 countries.
What is their national and international standing?
At the national level, Acesur is one of the leading players in the olive oil sector, with brands highly recognized by consumers such as Coosur, La Española, and Guillén, and a strong presence in the retail channel. In fact, according to data from Kantar Worldpanel, we are present in almost half of Spanish households, reflecting consumer confidence in our brands. Furthermore, we hold a leading position in the national market for virgin and extra virgin olive oil. Our history, dating back to 1840, confirms our status as a company with extensive experience and product knowledge.
Internationally, we have a presence in over 120 countries with our La Española brand, holding a leading position in around 20 of them. This global reach demonstrates our ability to adapt to diverse markets. We compete not only on volume but also on value, focusing on quality, innovation, and developing products that respond to global consumer trends in each market.
Are Coosur and La Española your leading brands? What are your best-selling products?
Indeed, Coosur and La Española are our most iconic and recognized brands, both in Spain and in international markets. Each one has a specific positioning, allowing us to cater to different consumer profiles and consumption occasions.
In the case of La Española, it maintains a very prominent position in the Spanish market within the mild olive oil category, where it enjoys significant market penetration. Furthermore, it has established itself as a leading brand in innovative formats such as spray, where sales have quadrupled in recent years, adapting to new consumption habits and the needs of modern households.
For its part, Coosur maintains its leadership in the highest value-added segment, virgin and extra virgin olive oil, where it offers the widest range on the market. Along these lines, we continue to focus on innovation with the launch of new formats such as Coosur's Bag-in-Box and the 750ml octagonal glass bottle, which strengthen its positioning and provide added value for the consumer.
As for the best-selling products, extra virgin olive oils in family-size bottles stand out, remaining the core of consumption. At the same time, we are seeing sustained growth in higher value-added ranges, such as spray oils and flavored oils, which appeal to a consumer increasingly interested in the gastronomic experience.
What measures are you implementing to achieve more sustainable production?
Sustainability is a strategic focus for Acesur and is addressed across the entire value chain.
In the energy sector, we are making decisive progress towards decarbonizing our packaging plants. At our Vilches facility, one of our main industrial sites, we will complete the installation of our agrivoltaic plant this year, a project that allows us to combine renewable energy production with olive cultivation on the same plot. We will also complete a ThermalBox project by the end of the year, which will allow us to electrify the low- and medium-pressure steam generation we need for other processes using renewable energy, enabling us to almost completely eliminate our use of fossil fuels. These initiatives complement existing infrastructure, such as our biomass boilers in Vilches and Tarancón for steam production, as well as our photovoltaic power generation facilities in Vilches and Dos Hermanas.
Thanks to this set of projects, we have reduced our carbon footprint while improving the operational efficiency and competitiveness of our plants. This commitment to a more sustainable energy model allows us to move towards a more self-sufficient and responsible industry, aligned with current environmental challenges.
In parallel, we are working on optimizing water resources, employing technologies that allow us to improve water use efficiency in our olive groves. We have soil moisture sensors that facilitate more precise irrigation, adapted to the actual needs of the crop in our fields. Furthermore, in our olive mills, we promote water reuse at different stages of the process: it is initially used for cleaning the olives and subsequently for irrigating the fields, thus closing the cycle and reducing consumption.
Do they also apply sustainable criteria to packaging?
Sustainability in packaging is another of our priorities. We are increasing the use of recycled materials, incorporating recycled PET into our plastic containers and using glass with 71% recycled content. In the case of cans and aerosols, approximately 35% of the material is recycled. Furthermore, we are innovating with solutions such as labels made from olive pomace from our own olive mills, which reinforces our commitment to resource efficiency.
Indeed, the valorization of byproducts is one of the cornerstones of our business model. Acesur has plants that generate biomass from the processing of olive oil byproducts, such as olive pits and pomace. The latter is used as biomass to generate energy in our bottling plants, becoming a renewable fuel that reduces our dependence on fossil fuels. This approach allows us to move towards a circular economy model, in which virtually all elements of the production process have a second life.
Taken together, all these initiatives reflect our commitment to more sustainable production, based on innovation, efficiency and respect for the environment, without ever compromising on product quality.
How do they contribute to the circular economy?
Our business model is deeply linked to the circular economy where all by-products generated in the production of olive oil are valued and reincorporated into the value chain.
In its two pomace factories, both in Puente del Obispo and Jabalquinto, the company processes the main by-product generated in our olive mills: Alpeorujo, which is composed of the skin, pulp, vegetation water, pit and a small part of olive oil because a perfect extraction of olive oil is not produced by physical means. This by-product is transformed into pomace oil, and two biomass streams: olive pit and pomace (skin + pulp) which are used to produce renewable energy.
Other alternative and innovative valorization routes are also being explored in the olive pomace processing plant, such as the production of natural organic fertilizers (compost) or raw materials for new applications such as bioplastics.
On the other hand, the olive mill generates other plant by-products such as olive leaves and small branches that also find applications as biomass, animal feed, the cosmetics industry, and even functional uses.
This model allows us not only to maximize the use of resources, but also to significantly reduce waste and move towards a more efficient production system, where the olive grove functions as a virtually circular ecosystem.
When choosing packaging, what do they prioritize? Do they consider recyclability, the use of more sustainable materials, eco-design criteria…?
When choosing packaging, at Acesur we prioritize three key aspects: product preservation, sustainability, and the user experience for the consumer.
First and foremost, protecting the oil is essential. The packaging must ensure that the product retains all its organoleptic properties until consumption, preventing factors such as light and oxygen that facilitate oxidation. In this regard, solutions like Bag-in-Box allow for better preservation of the oil, as they prevent air from entering, maintaining its quality for longer. Furthermore, being completely opaque, they also facilitate more controlled dispensing.
On the other hand, sustainability is a crucial criterion in the development of our products. We are constantly working on redesigning our packaging, seeking to reduce and simplify materials, incorporate recycled content, and design more efficient solutions from a logistical and environmental perspective.
Finally, we place special emphasis on convenience and functionality for the consumer. Examples of this include spray formats, which allow for greater control over the amount used, facilitating calorie management and adapting to new consumption habits. We also develop dispenser containers like Squizz, which offer precision, cleanliness, and ease of use in everyday life.
Overall, our approach to packaging seeks to balance innovation, sustainability, and practicality, offering solutions that not only protect the product but also enhance the consumer experience.
They are pioneers in launching new products, such as Coosur's Bag-in-Box. Why have they decided to invest in this format?
At Acesur, we are committed to listening to consumers to identify new ways of consuming oil at home. Today, consumers are not only looking for top-quality oil, but also packaging solutions that fit their lifestyles: more practical formats that are efficient at preserving the product, easy to handle, and offer convenience in everyday life. In this sense, our new Bag-in-Box responds to this need to simplify the experience without compromising on product excellence.
This format allows for more intuitive, clean, and precise use, enabling better oil dispensing and preventing spills or overuse. Furthermore, its lightweight and functional design improves handling and storage in the kitchen, something especially valued in today's home environments.
In addition to all this, it has the ability to preserve the oil in optimal condition, protecting it from light and oxygen, which guarantees that the consumer can enjoy the product as if it were brand new for longer. And, of course, it incorporates a sustainable dimension.
The outer box is 100% recyclable, and the inner bag uses less plastic than a conventional jerrycan. Furthermore, its cubic, lightweight, and stackable design optimizes transport and storage, thus contributing to a smaller carbon footprint throughout the logistics chain.
They also recently launched Coosur Gran Selección extra virgin olive oil in a 750ml octagonal glass bottle. Is glass perhaps a material more associated with a high-quality image?
Glass remains a material closely associated with quality and the perception of superior quality in a product like olive oil. In this case, we wanted to go a step further with a distinctive design, such as our octagonal bottle, a recognizable symbol of our Coosur brand that reinforces its identity on the shelf.
Furthermore, this bottle is made from 71% recycled glass, reflecting our commitment to sustainability without compromising on excellence. From a technical standpoint, it offers an optimal barrier against oxygen and light, two key factors in preserving the properties of extra virgin olive oil.
The result is packaging that combines elegance, functionality and sustainability, aligned with the group's environmental objectives and with the expectations of an increasingly demanding and conscious consumer.
Will they continue to introduce innovations in packaging?
Absolutely. Packaging innovation is one of our strategic areas of innovation. We continuously work on more sustainable solutions that improve product preservation, reduce environmental impact, and provide value to the consumer. Our goal is to anticipate new market demands by combining technology, design, and sustainability.
In 2012, Acesur created a Research, Development and Innovation (R&D&I) department in Vilches, Jaén. Why was it created and what are its objectives?
The company has deeply ingrained innovation since its inception; in fact, our corporate claim that accompanies our logo reads: "We innovate by tradition," this detail gives a good example of what innovation means to Acesur.
All this innovation work carried out historically was decided to organize, channel and enhance through the creation of an R&D&I department almost 3 years ago, with Acesur's desire to lead the transformation of the olive oil sector through knowledge and innovation.
Our goal is to research and develop solutions that add value throughout the entire chain: from the product to the packaging, including the production processes. To achieve this, we have a superb team of qualified and interdisciplinary professionals: engineers, biologists, and food technologists who work on a broad portfolio of R&D and new product development projects, in collaboration with the most prestigious universities, technology centers, and other strategic partners, both public and private. This collaboration allows us to accelerate our growth, strengthen our scientific and technical capabilities, and advance in sustainability and efficiency.
One of their projects is Olive-Pack, to develop new sustainable packaging for olive oil. Can you tell us about this project?
Olive-Pack is one of our most ambitious projects in terms of sustainability applied to packaging within the consumer goods sector and is structured around three main lines of development.
On one hand, we are investigating the development of a new biodegradable and compostable bioplastic for manufacturing bottles for packaging extra virgin olive oil. This material, currently under study, incorporates cellulose microfibers (CMFs) as a filler and barrier material, extracted from olive grove byproducts (olive pits), with the aim of moving towards biodegradable and circular packaging while adding value to our byproducts.
Secondly, the project includes a second line of research focused on developing a paper label made from olive pomace from our own mills. This label is already an industrial reality and has been developed, tested, and validated by Acesur's R&D department in collaboration with our trusted label supplier. In fact, our La Española Organic Extra Virgin Olive Oil will feature this new label, and we expect it to be available on shelves in international markets, such as Australia, starting in June.
Finally, under the Olive-Pack umbrella is also included the Single-Pack project which is finalizing the development, for the first time worldwide, of a 100% paper single-dose, fully biodegradable – compostable for packaging our olive oils and sauces.
Are there any other R&D initiatives you would like to highlight?
Another R&D initiative worth highlighting is our Olive-Cool project, which arises as a response to a growing trend in the olive oil sector: the production of oils in increasingly earlier harvests, when temperatures are still high, which poses a challenge to maintaining the highest quality of EVOO.
To address this, Acesur has partnered with Intarcon, a leading Andalusian company in industrial refrigeration, to develop a new cooling technology specifically designed for olive oil mills. The project aims to optimize cooling requirements at each stage of the production process, guaranteeing the production of superior quality extra virgin olive oils.
Furthermore, it envisions the development of an innovative prototype that is efficient, cost-effective and adapted to the real characteristics of the fruit, providing an advanced technical solution to a key challenge in the sector.
Olive-Cool is currently underway and is scheduled to be completed in June 2026. The project is supported by the CDTI, which reinforces its strategic importance within our commitment to innovation applied to improving product quality.
On the other hand, we are also running the PredPrice project, in which we are developing, in collaboration with the University of Jaén, an advanced predictive model based on Artificial Intelligence capable of predicting the price of olive oil 6 months in advance according to agroclimatic and productive variables (excluding geopolitical episodes).
Do you have any new product launches planned soon?
At Acesur we constantly work on innovation in both product and packaging, with the aim of adapting to new consumer trends and providing differentiated value to the market.
We have recently launched solutions such as the Bag in Box format, our Squizz dispenser containers, and new offerings such as the new range of protein-rich sauces (Ketchup and Light Mayonnaise) about to hit the market, which respond to a growing demand for more functional products.
In this sense, our work is constant and we continue to develop new ideas that will soon be revealed and that we cannot yet unveil, always under a clear premise: to combine quality, convenience and differentiation for an increasingly demanding consumer.
