marketing as evoo production driver_2009
DESCRIPTION
How to define the proper technology to produce an extra virgin olive able to fulfill the consumers expectationsTRANSCRIPT
Marketing as the technology driver
for EVOO production
UCDavis
2009 December, 8
Lamberto BaccioniBusiness Unit Olive oil
Alfa Laval SpA
Tavarnelle V.P. (FI)
1500
2000
2500
3000
3500
OO production Kton/year
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0
500
1000
1500
'00 '01' '02 '03 '04 '05 '06 '07 '08
Total W.W spain italy greece
AlbaniaArgeliaEgypt
FranceJordan
Greece
Israel
Italy
LebanonUSA
Argentina
Brasil
Mexico
ChileJapanAustraliaNew ZeelandOCEANIA
ASIA
LATIN AMERICA
MEDITERRANEAN AREA MIDDLE EAST
World fats Consumption per capita (Kg / year)
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Lebanon
Morocco
Portugal
Saudi Arabia
SpainTunisia
TurkeySyriaGermanyUKSweden
Suisse
Holland
Austria
Canada
USA
NORTH AMERICA
CENTRAL NORTH EUROPE
TOTAL FATS
OLIVE OIL
SOURCE: FAO, 2002
1
1,2
Kg
/year
Olive Oil consumption per capita in Australia, Austria, Canada, France, Germany, Japan, Nederlands, Sweden, Switzerland, UK, USA.
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0
0,2
0,4
0,6
0,8
94-95 95-96 96-97 97-98 98-99 99-00 00-01 01-02 02-03 03-04 04-05
Kg
/year
year
Olive oil import 2004-2005
100
150
200
250
.00
0 t
on
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0
50
100
USA U
EJa
panAus
tralia
Cana
daBra
sil
Switz
erland
Mex
ico
Russ
iaU
ARIs
rael
Norw
ayTai
wan
Libya
Argent
ina
Country
.00
0 t
on
Olive oil sales in Italy (.000 Ton)
Extravirgin
174,8
(77%)
Organic
1,1 (0,6%)DOP / IGP
1,9 (1,1%)
Extravirgin
171,8
(98%)
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Virgin &
Olive oil
50,8 (22%)
Husk Oil
2,4 (1%)
Source: Elaboration from ISMEA, (2003)
1,1 (0,6%)1,9 (1,1%)
Olive oil
Husk oil
Extra Virgin
Consumption in Restaurants
PRICE
TOP OIL
Differentiation FactorsDOP – Organic – Pitted – Fruity – etc.
Status FactorsGastronomy – Souvenir
Cultural FactorsHistory – Art – Landscape - Tradition
Product and price differentiation
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COST
COMPETITION
PERCEIVED VALUE
PRICE PREMIUM
Commodity
DOP – Organic – Pitted – Fruity – etc.
Quality oilAnalitycal parameters and Panel test
Analitycal parameters
Price PremiumOliveoil
TOP OliveoilPIF
Hedonic factors 3
Cultural factors 4
Production factors 2
Price Increase Factors for oliveoil
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Quality olive oil 1
2 DOP – Organic – Pitted – Mild/Fruity – etc.1 Analytical parameters – Panel test/Absence of defects
3 Sensorial functionality – gastronomy – souvenir – status symbol4 Tradition – Land of origin - History – Healtiness
Olive oil MenuOil Roi by Franco Boeri – Badalucco (Imperia) – Liguria
Cru Gaaci –DOP Ligurian Riviera-Monocultivar Taggiasca with olives picked at
350-500 meters above sea level.
A light green colour with yellow highlights. A delicate aroma of walnut and apple
peel. With a pungent non-aggressiveness which starts delicately but persists;
smooth and fluid, with a light bitter taste, well rounded and balanced; not
astringent. Suited to give tactile velvety sensations and to underline them, exalting
them, the characteristics of the foods’ own flavours.
-1
1
3
5
Frut t a acerba
Mela
Frut t a mat ura
FogliaAmaro
Piccant e
Dolce
Azienda Agricola Biologica Titone – Loco Grande, Marausa (TP) – Sicily
DOP Valli Trapanesi - A blend of the cultivar Biancolilla, Cerasuola, Nocellara del
Belice - Organic 4
5
Fr utta acer ba
Delicate
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Belice - Organic
A bright green colour with golden highlights. A real scent of tomato, which is
confirmed with aromatic notes of tomato leaves, typical of the Nocellara, sustained
by the full bodiness of the Cerasuola which confers a bitter taste with scents of
thistle; not astringent to the touch and made lively by a medium balanced
pungency, softened by the presence of the Biancolilla which makes it rounded on
the palate.
.
0
1
2
3
4
Mela
Fr utta matur a
Fogl iaAmar o
Piccante
Dolce
Fruity
0
1
2
3
4
5
Frut t a acerba
Mela
Frut t a mat ura
FogliaAmaro
Piccan t e
Dolce
Robust
Frantoio di Santa Tea di Gonnelli 1585 – Reggello (Florence)
Monocultivar Moraiolo from olive groves situated on hills.
Bright green colour with golden highlights. It is an oil with a light scent of cut grass,
and presents intense scents of grass and artichoke. It starts with an elegant and
persistent bitterness, on which grows, rapidly, a pungent note which remains hot on
the palate and pungent on the tongue and which mixes with a light final astringency,
to leave a stimulating vivacity in the mouth.
Production chain
MARKETING
INFORMATION
TRAINING
CONSUMERS
DEALERS
DISTRIBUTORS
LEGISLATION
SH
OR
T C
HA
IN
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AGRONOMY
TECHNOLOGYR&D
OLIVES
GROWERS
SELLERS
MILLERS
MERCHANTS
SH
OR
T C
HA
IN
SPECIALIZED PRODUCTION CHAINS
COST COMPETITION
– Standardization
– Efficiency
– Large dimensions
PRICE PREMIUM
– Differentiation
– Flexibility
– Customer cara
• Brand • Producers
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Analytical parameter
Undiferentiated consumption
Nutritional criteria
• Supermarket
• Food boutique
• RESTAURANT
• Producers
• Qualified shops
Organoleptic evaluation
Selective consumption
Hedonistic criteria
R&D
• Resistent and stable varieties
• Irrigation vs technology
• Mechanization
• Process control
• Yield extraction & oil parameters
For Cost competition For Price premium
• Varieties & Speciies enhancement
• Maturation index & organoleptic
aspects
• DOP definition & identification
• Influence of technology on
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parameters
• Analytical control for fraud
• By-products recovery & waste water disposal
– Taste & flavour stability factors
– Nutritional aspects
• Traceability & certification
• By-products utilization in agriculture
• Consumers training & information
Technological aspects
Price Premium
• Short time olives storage
• Leaves and sticks removing for better cleaning
• Various Crushing solutions
• Modular malaxers with process paratmeter control (atmosphere,
Cost Competitiveness
• Large continuous washing and weighting system
• Olives storage tanks and large hammer mill crishers
• Continuous malaxing
• Process control system
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•paratmeter control (atmosphere, time , temperature, stirring)
• Multiphase Decanters
• Automatic system for process parameters measuring, driving and registration
• Sensors for measuring the level of volatile compounds in oil
• Process control system
• Re-milling
• Energy recovery system
• Waste water process and by products enhancement
• Competition vs seed oil
Extraction cost vs capacity
0,0
0,5
1,0
1,5
2,0
2,5
500 1000 2300 3300 6000
EU
RO
capacity Kg/h
Cost per Kg of oil
0
50
100
150
200
250
300
350
500 1000 2300 3300 6000
EU
RO
capacity Kg/h
Cost per Ton of olives
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0,05,0
10,015,020,025,030,035,040,045,050,0
6000 3300 2300 1000 500
% o
f to
tal co
st
plants capacity Kg/h
Cost distribution
Depreciation consumable labour Fruit water financial
COST COMPETITIONPRODUCTION CHAIN:
Large dimension 3 – 10 tons/h2 & 3 phase
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2 & 3 phase3 phase for remilling
Standardization Process monitoring
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From harvesting……
To Milling...
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Spain, Portugal, Tunisia,
Morocco, Argentina,
Australia, California, Turkey,
Syria, Saudi Arabia, China
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Zero Impact Oil Mill
• Extraction in 2-phase
• Husk pitting
• Re-mill in 3-phase
• Concentration of waste water
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– Condensate back to the process
– Concentrate to dryer
• Drying of husk + concentrate
• Burning pits and dry husk for cogeneration
© Alfa Laval Slide 20
PRICE PREMIUMPRODUCTION CHAIN:
Small-Medium size 0,5 – 3 tons/h3 phase
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3 phaseNo remilling
DifferentiationProcess control
OLIVE TREE and DAMMUSO in PANTELLERIA island
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New Olive trees in PANTELLERIA island
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National Centuries-old olive trees Park (Monopoli – Fasano – Ostuni)
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Country of
Origin
Harvesting and care
From Orchard to bottleA Selected oil presentedby a farmer
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Origin
Total control in the farmers hands
Quality in the process
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DIFFERENTIATION
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DOP
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Organic
Pitted ProcessSpecific
Variety
Panel Test
2
3
4
5Green fruit
AppleSweet
Moraiolo
Frantoio
Leccino
By Variety & maturation
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Slide 29
0
1
Mature fruit
Green leafBitter
Spicy
By technology
• Diversifyed crushers to get different oil
• Modular malaxers
•
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• Process control during the malaxing:
– Time, temperature, atmosphere, stirring effect
• Multi purpose Decanter 3 phase “ ARA” / 2 phase
• Full automation and Traceability
Good Manufacturing Proceduresfor quality oil production
Olive trees
Growing
Harvesting
• Assortment of cultivars for differentiation
• Irrigation, fertilizing, pruning
• Pesticidal treatment
• Picking
• Storage before extraction
• Washing
• Crushing
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Olive oil technology
Storage
Bottling
Distribution
• Filtering and Storing
• Bottling
• Packaging
• Marketing
• Training
• Crushing
• Malaxing
• olive oil separation
Key point of GMP for Super-premium olive oil (1)
• Parasites attack prevention is mandatory
• Harvesting period is defined by local technicians based on maturation index
• Olives storage in plastic open boxes for less than
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• Olives storage in plastic open boxes for less than 24 hrs between picking and processing
• Washing and leaves removing are mandatory
• Mechanical crusher or pitting machinery at less than 1500 rpm
• Max yield 80 % of the oil contained in olives
adopted by COP (Consor. of Pantelleria oil producers)
• Max temperature 27 °C
• Max 20 % of water to dilute the olive paste
• Oil storage in S/ Steel tank at 15 – 20 °C with inert gas
Key point of GMP for Super-premium olive oil (1)
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gas
• Oil filtration within 7 days from production
• Bottling in dark bottles (max volume 500 ml) under inert gas (N2)
adopted by COP (Consor. of Pantelleria oil producers)
New “high tech olive oil plants”
PX
NX
Malaxing Washing
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- Multi stage washing system
- Multiple crushers
- Controlled atmosphere malaxers
- Multipurpose Decanter
- Full Automation
- Traceability system
- C.I.P.
PX Malaxing
Crushing
Washing
Small HT plants for
Farmers
© Alfa Laval Slide 35
Decanter2 sections hermetic
MalaxerSeparator
Switch
board
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High tech plant for Farmers
Disc crusherDepitting machine
Medium HT plant
© Alfa Laval Slide 37
Defoliation and washing
• A fan remove the leaves
• A two stage washing machine remove hearth and impurities
• On the vibrating screen the
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• On the vibrating screen the olives are washed by a shower with fresh water
• In front the crushing-pitting new machine
Shower with fresh water
• Final shower with fresh water to remove the impurities from olives on the vibrating screen
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vibrating screen
• The washing water is recycled after settlement in the below tank
Pitting-crushing machine
• Clean olives are collected in the hopper and fed into the crushing machine with a dosing screw conveyor.
• Through the glass pipe the olives enter the crusher.
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olives enter the crusher.
• The olives can be crushed by the disc crusher or the pitting machine on demand by a simple deviation device.
• The paste is collected in a hopper and pumped into the malaxing system
Pitting-crushing machine
• Disc crusher on the left side
• The cage of the pitting machine on right
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• There is a mobile internal pipe to feed the crusher or the pitting machine
Malaxing unit “atmosphera”
• Each module has a 360 °jacket for heating the paste
• Hermetic: they can work under controlled atmosphere with or without inert gas
• The malaxing time and both
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• The malaxing time and both paste and heating water temperature are individually controlled.
• Through the central shaft is possible to wash the wall with a C.I.P. system, controlled by the PLC
• The mono pump feed the decanter.
“atmosphera” loading system
• The paste is fed into the malaxing units through a pipe holding automatic
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automatic valves and sensor to control the system via PLC
Decanter X4
• When the butterfly valves of the single unit is opened by the PLC, the mono pump feed the decanter
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decanter
• The dilution water is properly adjusted in relation with the olives characteristic and the decanter mode selected (2 or 3 phase)
Decanter X4 : multiphase at low water consumption (ARA)
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• Decanter X4 can run at 2 or 3 phase
• VS can control the conveyor variable speed.
VS for adjusting the conveyor variable speed
• The required differential speed is
automatically kept by
the VS
• The panel measure the main motor rpm,
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the main motor rpm,
the actual diff. speed and the torque.
• It is possible to adjust
the differential speed in relation with the
olives paste flow rate
and the required humidity of the husk.
Vibrating screen
• Oil and water coming from the decanter are collected on a screen filter to remove the
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remove the floating suspended solids before to feed the separator with the 2 mono pump.
Electronic panel “Touch screen” with printer
• A PLC keep under control
the entire system.
• All the parameters are stored in a memory and
printed at the customer
requirement
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requirement
• Tele-service with on line
connection is possible
• Malfunctioning and monitoring system is the
main features of the softer
developed by BUOO.
Thermal control unit
• Warm diluting water preparation
• Heating water preparation for
www.alfalaval.com© Alfa Laval Slide 49
forced circulation through the malaxing jackets
Large HT plant
© Alfa Laval Slide 50
www.alfalaval.com© Alfa Laval Slide 51High tech plant with hermetic malaxers and full automation
Touch screen and traceability
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Crushing
Discs crusher 1400 rpm
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Hammer mill 2800 rpmPitting machine 1000 rpm
Crushing effect on pits
dimension
0,6
0,8
1,0%
rel
ati
ve
frangitore a martelli frangitore a dischiHammer crusher Disc crusher
Rel
ativ
e d
istr
ibu
tion
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0,0
0,2
0,4
0 1 2 3 4 5
Dimensioni nocciolino (mm)
% r
ela
tiv
e
Pits fragment dimension (mm)
Rel
ativ
e d
istr
ibu
tion
The heating is proportional to the energy (E) needed to
break the pits from the diameter D1 (mm) to the diameter D2
(mm) following the formula, where Wi is a constant egual
to 40 KJ/Kg :
21
21
1.01.0
−
=
DDWE
i
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Breaking the pits in smaller pieces means to
produce more heat (P.Catalano - 2005)
12
−
=DD
WEi
The effect of lower speed
Amirante et al., 2002
Bitterness vs speed
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Angerosa e Solinas, 1991
to reduce the crushing impact in 2003 has been developed an hammer mill with DOUBLE GRID at
LOW SPEED (1400 RPM)
Crushing system
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Double crushing system
hammer & discs
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pitting & discs
Olives Composition
Pits 25-35%
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Dry matter 20-35%
Oil 10-25%
Water 40-55%
Pulp 65-75%
skin
kernel
pulp
pit
Selective activation of oxireductase enzymes
during olive oil extraction process
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Oxireductase skin pulp kernel
Polifenolossidasi (PPO) * - 98.0-99.5 0.5-2.0
Lipossigenasi (LPO) 3.5-15.5 42.5-82.0 12.5-50.5
Perossidasi (POD) - 34.5-56.5 34.5-76.5
* ((Servili al. Acta Horticulturae, 1997, pp. 609Servili al. Acta Horticulturae, 1997, pp. 609--613)613)
Pitting unit
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4
5Smell green fruit
Smell green grasColour
0
1
2
3
4
5Smell green fruit
Smell green gras
Smell green leaf
Smell other mature fruit
Smell apple
Taste mature fruit
Taste green fruit
BitternessSweetness
Spicy
Almonds taste
Artichoke
Density
Harmony
Colour
Depitting
DiscsPanel test
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Slide 63
0
1
2
3
4
Smell green leaf
Smell other mature fruit
Smell apple
Taste mature fruit
Taste green fruit
BitternessSweetness
Spicy
Almonds taste
Artichoke
Density
Harmony
(Source: A. Mattei – Carapelli Firenze)
Less acidity Less peroxides More resistance to oxidation Higher shelf life
malaxing
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malaxing
Malaxing
Purpose:
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• Heat the olives paste
• Extract the oil from the cells
• Characterize the oil by CPM extraction
• Increase oil droplets to allow centrifugal separation
Malaxing
• Mechanical: kneading to crush cells by broken pits and to aggregate oil droplets
• Biochemical: enzymatic activity to make oil free and reduce the viscosity
Action:
Necessary conditions:
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Necessary conditions:
• design of the shovels, speed of rotation and adequate level of filling
• Malaxing time• Malaxing temperature• Controlled atmosphere
New hermetic malaxers
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Slide 67
Traditional
“dead” Zone
Atmosphera
Full active
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Heating Surface
+ 35%
Better kneading effect
A new concept
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CIP = Cleaning in place
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Latest evolution of hermetic malaxer
Oxygen in the olive oil paste
15
17
19
21
23
Ox
yg
en
(%
)
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5
7
9
11
13
0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90
Malaxing time (min)
Ox
yg
en
(%
)
Lipoxygenase pathway
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Università degli Studi di Bari, Facoltà di agraria, Dipartimento PRO.GE.SA
Odour descriptors and retention time
of some olive oil volatile compounds
Compound name tRa
(min) Odour descriptorsb
hexanal 49,5
Green, apple,c
Cut grassd
Green fruite,
Fruity almondsd,
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trans-2-hexenal 60,5
Fruity almonds ,
Fragrant green leafyf
Bitterc
1-hexanol 59,6Fruity aromatic soft
g,
Green beanf
trans-2-hexen-1-olo 60,0Pungent green
h,
Greeni
cis-3-hexen-1-olo 58,5 Grassi, banana
i
cis-2-pentel-1-olo 43,1 Walnutl, tomato
l, banana
l
0
1
2
3
Sistema di estrazione
ppm
Volatile compounds: 2 pentel 1 olo (fruity taste)
MALAXING TIME
45’
90’
60’
OPEN MALAXERS
Volatile compounds:
2 pentel 1 olo (fruity taste)
CLOSE MALAXERS
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0
1
2
3
4
5
ppm
Sistema di estrazione
2 pentel 1 olo (fruity taste)
TEMPO DI GRAMOLAZIONE
90'
120'
- the volatile compound could be lower in case of use of inert gas.
- CO2 is produced during the crushing
- Lipoxygenase can be active on
linoleic and linolenic acid at the
beginning of malaxing. MALAXING TIME
150
175
200
225
250
25 27 29 31 33 35 37
Temperature (°C)
To
tal p
hen
ols
(p
pm
g
all
ic a
c.)
8.0
10.0
12.0
14.0
16.0
25 27 29 31 33 35 37
Temperature (°C)
Ind
ucti
on
tim
e
(h)
QUALITY VS MALAXING’S TEMPERATURE
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QUALITY VS MALAXING’S TEMPERATURE
1.00
2.00
3.00
4.00
5.00
25 27 29 31 33 35 37
Temperature (°C)
Ch
loro
ph
yll
(pp
m)
Extraction Yield vs malaxing time & temperature
16
16.5
17
17.5
18
27°C
32°C
35°C
Extr
actio
n y
ield
%
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14
14.5
15
15.5
25 35 45 55 65
Tempo di gramolazione (min)
Extr
actio
n y
ield
%
Malxing time (min)
Separation
with
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with
decanter
Defoliation and washing
Crushing
Malaxing
DecanterWater Husk
3 phases process
Water
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Decanter
Water Separation
OilSeparation
Black Water
Oil Black Water
Oil
Water Husk
Water
Defoliation and washing
crushing
malaxingwater
2 phases process
water
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Decanter
Separation of oil
Black water Oil
husk + water
water
Olive Paste
Multipurpose Decanter 3 phase ARA / 2 phases
Feeding zone
(2phase) (3phase)2 phases
0-10%
Dilut.
water
3 phases
10-20%
Dilut.
water
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waterOil husk 2 phases+
10-20 %
Black
water
3 phases
40 –50 %
Black
water
2 and 3 phase decanter configuration
2phases 3phases
• Feeding area
Close to cone Close to large end hub
• Conveyor
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Leading Conveyor Trailing Conveyor
• In – out as % on olives
– In water 0 - 10 % 10 – 20 %
– Out water 10 - 20 % 40 - 50 %
– Out cake 80 - 90 % 55 – 65 %
– Cake humidity 58 – 65 % 53 - 58 %
Trailing Conveyor3phase
Time after colourinjection:
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30 sec.
Leading Conveyor2phase
injection:
5 sec.15 sec.60 sec.
Pasta Olio Pasta Olio
Alfa Laval new Decanters for olive oil
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Sansa Acqua Sansa
3 phases 2 phases
Large 3-phases decanter
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Wear protectionConveyor
Long lifetime
• Flamesprayed hardsurfacing• Wear sleeves protect the feed zone.
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Wear protectionConveyor
Long lifetime
• Tiles give up to 10 times longer lifetime compared to flamesprayed surfacing.
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2 phases Decanter
A : liquid / solid
separation area
B : Husk
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B : Husk
deoiling area
BA
OIL Husk
3 phases Decanter
A : liquid / solid
separation area
B : Liquid / liquid
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B : Liquid / liquid
separation area
AB
WATER OIL Husk
Shallow Cone Decanter
Alfa Laval Decanters for olive oilfrom shallow cone to steep cone
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STEEP Cone Decanter with Baffle Disc
VS – VARIABLE SPEED
control system
The electronic system keep’s the conveyor’s differential at a constant
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conveyor’s differential at a constant speed (RPM).
Torque is continuously Monitored (KNm).
Yield vs ∆N
Low dilution (9 - 15%)
85,00
90,00
95,00
100,00
Yie
ld (
%)
Dn = 9
Dn = 15
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60,00
65,00
70,00
75,00
80,00
12,0 16,0 20,0 24,0 28,0 32,0 36,0
Throughput ( *100 Kg/h)
Yie
ld (
%)
Dn = 11
Dn = 13
Dn = 7
Dn = 15
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Slide 93
Husk composition vs Dn
40
50
60
70
Oil on dry matter
%
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0
10
20
30
40
8 10 12 14 16
Oil on dry matter
Moisture
Dn
Thanks
www.alfalaval.com© Alfa Laval Slide 95
Thanks
for the attention