Digital communication in the olive sector: The case of the olive mills in the province of Jaén

ABSTRACT

Recent events such as COVID-19 and the conflict in Ukraine have increased the de-mand for olive oil, a key product in the Spanish agri-food system due to its history and foreign trade. Jaén accounts for 37% of national production. Through content analysis, the websites of the 74 olive oil mills in this province were investigated to identify the distinctive elements of their digital communication and the way they connect with their audiences. The results indicate that this is a traditional and con-servative sector that is starting to go digital, mainly through its presence on social networks. © GKA Ediciones, authors.