Olea Packaging & Distribution                             Marketing, packaging and distribution of Olea’s ultra premium olive oil are essential components of our integrated approach.To ensure the consistent production of quality olive oil, Olea intimately manages all steps in this process from transportation of raw bulk oil from its processing plant to filtering, blending, packaging and marketing of the final product. Marketing The culmination of this process was the creation of the Dandaragan Estate brand launched in September 2002 as an ultra premium extra virgin olive oil of the very best quality. Oils sold under this brand were created by Olea in conjunction with leading Australian chefs and International oil experts. Three blends were created, Fruity and Mild for retail distribution and Chefs’ choice for the Food Service sector. All three oils won major national awards with Dandaragan Estate the most successful Australia brand of the 2002 harvest. A total of 13 awards were won with 2 blends being named in Australia’s top 5 olives oil, a significant achievement in our 1st year of production. Packaging In developing products for the discerning consumer considerable attention was paid to packaging. This included using a classic Italian bottle, innovative labeling and a pressure sensitive pourer with all retail bottles sold.To maximise oil value simple cost efficient packaging was developed for the Food Service industry. Distribution To achieve significant distribution of its products Olea identified three distribution channels: Retail, Food Service and Bulk Export. To rapidly grow retail distribution, Olea signed an exclusive distribution agreement with Manassen Foods,Australia’s largest distributor of gourmet foods with 170 sales staff servicing over 1,000 retail outlets across Australia. Though this relationship Dandaragan Estate is rapidly gaining market share as consumers continue their demand for high quality extra virgin olive oil. In recognition of the large amounts of high quality olive oil consumed within the Food Service sector, Olea launched its Chefs’ Choice blend and commenced building a sales staff to promote and sell this product to the best restaurants across Australia. This strategy has proved very successful with Chefs’ Choice widely regarded as the olive oil of choice by leading Australian food identities and Chefs. Olea is also in a number of negotiations with large repackagers of olive oil in Europe and the United States through which Olea is set to become a major supplier of high quality bulk Australian olive oil. With counter seasonal production and proven success at the retail level, Olea is able to demonstrate the value of its product to large multinational food companies with significant global distribution networks. Oleas’ packaging and distribution model can be illustrated by the diagram below and highlights the wide range of choice available to Olea given its low unit cost of production and high quality product.