The Olive Route : The Duel of the Giants - screener

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The Olive Route : The Duel of the Giants

Year: 2012, 52 mins
Code: IC-Olive4

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Beyond the romantic images of olive groves, the Olive Route cannot ignore the commercial war between Italy and Spain, the duel for the leadership of the global market, estimated at a worth of billions. Together, they control 70% of the world’s olive markets. This leads us to the Olive Industry, a normally impenetrable universe, closed to the eyes of the general public. It is crammed with secrets linked to laboratories, publicity campaigns and marketing strategies. And with enormous financial stakes. The two leaders in each of Spain (Carbonell) and Italy (Mataluni), as well as the two “haut-de-gamme-artisans”, will personify for us this gigantic Duel...

In the world of upmarket “luxury organic oil”, the Italians have long been masters of the game, as we will see with Oliviero Toscani. But the Spanish, as LA Organic shows, are catching up. And in the world of the mass market, Alberto Gallardo, the Spanish Marketing Director of Carbonnel, and Biagio Mataluni, grandson of the Italian founder of family company Mataluni, will guide us in the discovery of this white collar universe: no more farming labour, machines and computers dominate production. Visiting their factories in Montesarchio and Cordoba, we will see how, in a few short hours, tons of olive oil are bottled, labelled and crated, ready to be shipped to supermarkets in all four corners of the world. Along this path, we will discover that this war of giants is likely to be shattered soon by emerging new rivals: Turkey, China, Brazil, Australia... All of these have decided to participate in the booming, now global, olive market. And, by moving further and further from the Mediterranean, we are left wondering if the olive culture might lose what makes it so special?

The Olive Route Series

This Portfolio takes us on an unforgettable journey across the Mediterranean. From the Tuscan hillsides to the plains of Andalusia, from the cobbled streets of Athens to the shores of the Aegean, reaching the coasts of Asia Minor and the minarets of Istanbul, then passing through Palestine and Israel, without forgetting the islands of Sicily and Lesvos. We will discover the secrets of the olive tree, a symbol of life and spirit of peace in these Mediterranean regions since thousands of years. Our modern-day Odyssey takes us to beautiful towns and picturesque villages where ancient sites witness unforgettable rituals, all of which are linked in some way or other to the olive tree, to its culture and its trade.

These celebrations represent the essence of its history and way of life and capture the beautiful allure of the Mediterranean Dream. At every stage along this journey, we will look for best olive oils, delicious recipes and unknown details of the Mediterranean diet. But the films will also cover agronomical, ecological and spiritual aspects. And we will bear in mind the symbolic value of the olive branch and the mythology behind it. The narrative of each film is build around a universal theme related to the olive culture and trade, brought to life by passionate characters whose everyday lives we will share and whose fabulous stories we will discover.

For the very first time these regions and themes explored are knit together (in full HD) to create a comprehensive mosaic: the Olive Route, rich in detail, colourful in scope and astonishing in meaning. It is not simply a geographical path, but a bridge connecting people socially and passionately, beyond all races, beliefs and origins: it carves out the surprising heritage they have in common, the Olive Route creates a Med identity.

Films written by Carol DRINKWATER, directed by Albert KNECHTEL and produced by Michel NOLL - Commissioning editors: Hans Robert EISENHAUER and Susanne MERTENS - Associate Producers: Sandro Vannucci, Antonio Saura, Primitivo Rodriguez Gordillo, George Kalomenopoulos, Nida Karabol Akdeniz, Marwan Atamneh - A Coproduction by SOLFERINO IMAGES and ZDF - In Coproduction with 2KFILMS, UMUT SANAT, VIDEOKINE and QUARTIER LATIN MEDIA - In Cooperation with ARTE, ERT and TV5 Monde - In Association with RAI Educational, AL-HIWAR TV, Equator HD, DK4 and Longshot Pictures - With the Assistance of CNC, PROCIREP, ANGOA and MOVIEMED - In Partnership with IFAD, COPEAM, CMCA - With the High Patronage of UNESCO.

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