Osuna’s extra virgin olive oil has been reaching South Korea for three years. This week, the man who takes it there has seen where it is made for the first time.
Howook Lee, CEO of AthenaOliva and one of the Asian country’s leading importers of premium extra virgin olive oil, was welcomed at the Town Hall on Friday 2 October by municipal Tourism councillor Jesús Heredia, alongside Álvaro Pallarés, commercial director of Osuna firm Herriza de La Lobilla.
From competitions to the Korean market
The relationship began thanks to Herriza de La Lobilla’s international awards. Lee travels to competitions and professional gatherings in search of the highest-rated oils, and those accolades led him to the Osuna brand. Alongside importing and distributing, Lee promotes olive oil culture in South Korea and has been appointed an ambassador for the Fundación del Olivar.
Heredia said this commercial relationship “demonstrates our companies’ and products’ ability to compete in such demanding international markets”. He also acknowledged the mill team’s work: “Behind the many international awards lie a great deal of work, effort and a constant pursuit of excellence”.
From tree to table, in person
The visit coincided with the hojiblanca harvest. The South Korean team toured the olive grove, watched the milling and tasted freshly made oil. They also explored Osuna’s monumental heritage and gastronomy.
The meeting included discussion of olive oil tourism. “Oil can also become a wonderful gateway to discovering Osuna”, Heredia said. Herriza de La Lobilla already offers grove experiences and tastings, an approach that fits Korean consumers’ interest in knowing the origins of what they consume.
Source: press release from Osuna Town Council.
