Catalan entrepreneur Jordi Ciuraneta expresses his successful sales of 17,000 bottles of oil in just one hour during a Korean teleshopping event and his ambition for culinary excellence in France.
Jordi Ciuraneta, the owner of the Priordei brand and part of a long-standing family tradition in oil production since 1789, shares remarkable news about selling 17,000 bottles of their premium oil in only one hour during a Korean televised shopping event. This is a testament to the growing interest and demand for high-quality, authentic olive oil, particularly in international markets like Korea. Ciuraneta believes that such success highlights the increasing global appreciation for Mediterranean culinary products and the efforts of traditional producers.
In addition to their prominent performance in the Korean market, Ciuraneta has also successfully positioned his oil in France's prestigious Campus de Groisy, a culinary school renowned for training elite chefs. He expresses a desire for chefs at the academy and beyond to transition from cooking with butter to embracing olive oil, which he sees as a healthier and more flavorful alternative. This move not only builds brand prestige but also aligns with a broader trend towards modernizing cooking techniques and health-conscious eating.
Ciuraneta reflects on the challenges of managing oil production in the rugged terrain of Tarragona, which is noted for its steep, rocky land and terraces. He likens his family's perseverance to that of the olive tree, emphasizing resilience and dedication in facing the challenges of agricultural production. His story exemplifies the deep-rooted traditions of Catalonia and its ongoing contributions to the culinary world, showcased through the success of their oil, which aims to compete on a global scale.
