This conversation presents Castillo de Canena as a case where extra virgin olive oil excellence is closely tied to environmental sustainability.
The focus: Zaida de Semprún examines how product quality, responsible production choices and international positioning can work together within a coherent territorial and brand strategy.
Why it matters: sustainability becomes more convincing when it is embedded in the business model and not treated as a secondary communication layer.
The tourism implication: high-quality olive oil production can also become a driver of destination appeal, storytelling and visitor experience design.
