The Almazaras de la Subbética Case
By Lely Moreno and Alfonso Serrano García
March 31, 2026
5 MIN READ
This article is featured in the Magazine “Private Label and National Brands: Decoding Food Retail”, created in collaboration with Global Retail Brands. You can find more insights about the Magazine and additional articles here.
Almazaras de la Subbética is a leading cooperative with more than 60 years of experience in the olive oil sector. Over the decades, it has become the most awarded Spanish cooperative, thanks to a steadfast commitment to excellence and the quality of its oils.
This dedication to continuous improvement, innovation, and respect for origins has led to internationally recognized brands and a privileged position in the market. In this conversation between Lely Moreno, Certified Origin’s Managing Director, and Alfonso Serrano, Commercial Director of Almazaras de la Subbética, we explore how the cooperative has built its path to success and how awards have played a pivotal role in enhancing its image and global reputation.
LM: When did you first decide to enter a competition, and what was the experience like?
AS: Our first participation dates back to 1998, in a competition organized by the Priego de Córdoba Protected Designation of Origin, of which we’ve proudly been members since our founding. That year, we placed third, an exciting achievement at the time. The following year, in 1999, we won first prize. That win marked a turning point and showed us that our work could make a significant impact beyond our region.
From 2001 onwards, we began entering national contests like the Alimentos de España Awards and Expoliva. Since then, we haven’t stopped competing, learning, and evolving. Interestingly, at the time, some competitions had a rule that disqualified first-prize winners from participating the following year.
LM: How many competitions have you entered since?
AS: Today, Almazaras de la Subbética participates in about 40 competitions each year, both in Spain and abroad. Over the years, we’ve won more than 2,000 awards, a milestone that fills us with pride.
Among the most prestigious, we’ve received 30 awards from the Spanish Ministry of Agriculture (MAPA) and over 20 from the International Olive Council (IOC), a global authority in quality and technical excellence. And, of course, we’re especially proud to have been recognized as the best extra virgin olive oil in the world for eight consecutive years, by the prestigious and international World’s Best Olive Oils ranking.
LM: How does the team prepare for competitions?
AS: Preparation begins long before bottling. It starts in the olive groves, with a thorough selection of the plots that offer the best fruit, taking into account factors such as variety, altitude, orientation, and the health of the olive grove.
Next comes the early harvest, timed precisely for optimal ripeness. It’s a delicate balance, where quality is always prioritized over quantity. Once in the mill, olives are pressed immediately to preserve full freshness and prevent oxidation.
Then comes the work of the quality and tasting team. Our internal tasting panel conducts a rigorous sensory evaluation of each sample, selecting only the batches that meet the highest standards, analyzing attributes such as fruitiness, bitterness, spiciness, balance, and complexity.
Our technical and quality departments simultaneously carry out chemical and physical analyses. Finally, we manage sample registration and shipment, ensuring compliance with deadlines and specific competition requirements.
It’s a true team effort, involving farmers, millers, tasters, technicians, and administrative staff, all working toward the shared goal of showcasing our best to the world.
LM: How have the awards impacted your brands?
AS: Awards have undoubtedly played a crucial role in positioning our brands globally. Brands such as Rincón de la Subbética and Parqueoliva Serie Oro have been recognized as the best oils in the world on multiple occasions, opening doors for us in international markets and building consumer trust. Awards offer more than visibility, they bring credibility and prestige. They validate our dedication to quality.
This recognition also supports our business in bulk and premium private label segments. For instance, we’ve secured partnerships with companies like Goya and Olivoilà thanks in part to our award-winning status.
LM: Do competitions differ significantly in how they operate?
AS: Absolutely. Operations vary considerably between competitions, especially regarding registration and verification procedures. For example, some require a notary to collect the sample directly from our facilities to guarantee transparency and traceability, while others allow us to submit samples ourselves.
Minimum batch sizes also vary, with some contests accepting only oils from larger productions. Additional documents may be required too, such as organic certification (in case of organic products) or presubmission lab analysis.
These variables require us to be highly coordinated and up-to-date, but have also allowed us to maximize our internal processes and adapt quickly to different requirements, helping us raise standards across the board.
LM: How do you celebrate these achievements?
AS: Every award is a shared success. We celebrate with the entire team: farmers, technicians, production crews, sales, marketing staff. We also make sure to share the news through our social media channels so our partners and customers can follow our progress. But, above all, we celebrate with pride and responsibility, because each award reinforces our mission and raises the bar for the future.
LM: What do you think could be improved in olive oil competitions?
AS: One improvement we’d welcome is limiting the number of awards granted in a single competition. Fewer, more selective awards would raise the level of prestige and make each recognition more meaningful. This would elevate both the competitions and the winning oils, creating stronger incentives for producers to continually strive for excellence.
LM: What are your expectations for the upcoming harvest and awards season?
AS: We’re approaching the new season with a mix of optimism and caution. A high-volume harvest is expected, which is good news, but it also demands extra care at every stage to ensure we uphold the quality that defines our oils. Our hope is that this abundant yield will also deliver in terms of quality, especially since Hojiblanca, one of our flagship varieties, is expected to perform well this season.
That would position us favorably for upcoming competitions. On the pricing front, however, current signals suggest a season marked by medium to low price levels.
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