Oleicola San Francisco.
The mother of oleotourism of Spain.
The San Francisco Oleícola Almazara In addition to producing great quality oil, it is a pioneer in oleotourism activities. Aware that a change was essential for the family business to survive, The brothers José and Manolo Jiménez have made him a cultural experience that crosses our borders.
Oilotourism is an activity that is increasingly in vogue. Like wine, This tourist concept mixes the acquisition of knowledge about its elaboration process with gastronomy, an exquisite combination for whom, In addition to taste, You want something else.
The rannel teacher has a lot to explore in this regard, Joseph knows well. and Manolo Jiménez, Owners of the Oleícola San Francisco, And the first to start a oleotourism project at its facilities. Despite the success they harvest at the present time, Things were not always in the same way.
The generational relay brought a different way of understanding oil production
It all started with a cycle end: The retirement of José and Manolo's father, The ram teacher of the Jiménez family. His work was focused on lampante oil production. In fact, The oil mill produced a 80% of this and a 20% of the Virgin, that the trucks were taken below. When their two children took command, Both decided to continue with the factory, But "turn it around and bet on quality as a starting point", José account. That was a total breakdown of both concepts and working.
José explains that at home he had never left to sell, There was a lack of commercial mentality that ended with the beginning of the production of high quality Aove. It was at that point when the Jiménez brothers bet on the internationalization of the oil and the assistance to fairs and congresses. The competition is fierce in all markets, including gourmet. So, They tell, “It was when we started wanting to get out of that common dish, and say: How can I sell oil in a different way?
Almazara and Tourism as a winning combination
The Jiménez family had the solution in its bosom: Of the four family brothers, Manolo is the field expert, Responsible for Family Production and Factory Chief. José aimed his professional career towards tourism.
The first step they took together was to perform a first analysis of what the company's perspective was going to be when selling first quality oils. This was how in 2012 They realized that people have no idea of oil. Experience made them open their eyes to the possibility that culture was a bastion for the future.
Bet on specialization and innovation.
Once Bodegas visits ended, The San Francisco Oleícola Almazara opened for guided tours the following Monday, Every day of the week, in English, French and Spanish. In turn, social networks also worked. That first year they opened their doors to 140 visitors.
Types of product they offer: When the gastronomy is subject to the visit
The months of October and November organize the activity “Aceituneros for one day” consisting of the collection of the olive in a traditional way, take it to grind while the visit is made in parallel. At the end, In the oil tasting, One of those who is proven is the one that has just been prepared.
Without data it is impossible to improve service
The information is crucial to draw the profile of the offer of a company. Oleícola San Francisco knows that its foreign clients choose their product, mostly, For a health issue. Many of them suffer from cholesterol, obesity, Diabetes ... This information has been collected by surveys, Ask why they have chosen to visit La Almazara. Its economic profile is medium-high.
On the other hand, In the press room there is a map in which it is represented by stickers in the form of points where tourists come. Each one puts it on their country. Knowing your place of origin speaks of a personal history and how your culture relates to olive oil.
Online Bottle Sale
Without the development of an oleotouristic proposal such as this, The San Francisco Oleícola Almazara has long been closed. José defines the past profile of the business as ruinous. Now they live from tourism and have a template that, besides, allows them to be present at food fairs and gourmet. "This was the most obvious way to sell the quality oils that we set out to do.", argue. The statistics that collect thanks to the visits also allow them to know how much each client will be spent in the store.
The brands they have are essencial Olive, are top, Cortijo de Andalucía, Andalusian Lands and San Francisco Olive. The Early Harvest Olive has won the Best Extra Virgin Olive Oil Award in the world 2022 AND JAÉN SELECTION Award 2024.
