Roots
Roots
Good people, good olive oil.
Good people, good olive oil.
Tracing the origin of olive oil accurately is complex and often filled with fraud and lies, it is one of the most commonly adulterated food products globally.
Tracing the origin of olive oil accurately is complex and often filled with fraud and lies, it is one of the most commonly adulterated food products globally.
Credits
Credits
Client
Client
Conceptual
Conceptual
Why Roots?
Why Roots?
The Protected Designation of Origin (PDO) is a European Union certification designed to safeguard products that are produced, processed, and prepared within specific geographical regions using recognised traditional methods. In theory, this regulatory framework serves as a guarantee of authenticity, linking a product's unique characteristics directly to its terroir and cultural heritage. However, despite the rigorous standards the PDO aims to uphold, the certification system has demonstrated vulnerabilities to fraudulent practices, from mislabelling and geographical misrepresentation to the dilution of authentic products with inferior substitutes.
Roots emerged as a direct response to these systemic weaknesses within protected food certification. Rather than relying solely on regulatory frameworks that can be circumvented, Roots establishes a 100% traceable and sustainable olive oil model that prioritises product integrity over profit margins. By implementing comprehensive supply chain transparency, the brand addresses the authentication gap that has allowed fraud to persist even within supposedly protected designation systems.
The Protected Designation of Origin (PDO) is a European Union certification designed to safeguard products that are produced, processed, and prepared within specific geographical regions using recognised traditional methods. In theory, this regulatory framework serves as a guarantee of authenticity, linking a product's unique characteristics directly to its terroir and cultural heritage. However, despite the rigorous standards the PDO aims to uphold, the certification system has demonstrated vulnerabilities to fraudulent practices, from mislabelling and geographical misrepresentation to the dilution of authentic products with inferior substitutes.
Roots emerged as a direct response to these systemic weaknesses within protected food certification. Rather than relying solely on regulatory frameworks that can be circumvented, Roots establishes a 100% traceable and sustainable olive oil model that prioritises product integrity over profit margins. By implementing comprehensive supply chain transparency, the brand addresses the authentication gap that has allowed fraud to persist even within supposedly protected designation systems.
