Specialty olives stuffed full of profit - Grocery - Brief Article

DSN Retailing Today, July 21, 2003

Appetizers are becoming a category with significant consumer appeal. Whether a quick and easy treat or a gourmet party hors d'oeuvre, either way it adds up to significant sales potential.

In the grocery aisle, several product segments are benefiting from this interest in upscale snacking, including dipping sauces and specialty olives. Though olives as a whole is a slow-growth segment, sales of stuffed and specialty olives are on the fast clip upward.

"The overall specialty food industry is growing and getting taken along with that are gourmet products with interesting flavor combinations," said Dennis King, marketing manager for Mezzetra.

Mezzetta, which makes specialty peppers and olives, in August will debut Nappa Valley Bistro gourmet olives that feature wine and fresh herbs among their ingredients. Flavors include garlicstuffed olives with chardonnay and herbs, jalapeno-stuffed olives with chardonnay and herbs, and pitted Greek kalamata olives with cabernet and herbs.

The Musco Family Olive Co., a market share leader in olives, has also jumped on the gourmet trend. The company has noted success with Mediterranean Pearls, a line of gourmet olives that includes kalamata, and is now testing Burgundy Pearls, fancy olives processed in burgundy wine. Flavors include Parmesan Cheese, Roasted Pepper and Classic Italian. Meanwhile, Musco's stuffed olives under its Green Pearls line launched two years ago experienced a 71% sales gain last year to $6.8 million, according to IRI data.

Bill Strawn, marketing communications manager at Musco, said the health benefits of a Mediterranean diet, trends in cocktail choices and consumers' desire for different, upscale tastes are all driving strong sales in fancy olives and have been for a few years.

"Martinis are now very popular again," Strawn said. "And instead of just pimento-stuffed, they might like to try one that features garlic or jalapeno."