MADRID – Olive oil producer Deoleo, whose brands include Carbonell, Maestros de Hojiblanca, Carapelli and Bertolli, is collaborating with Telefónica Tech on a digital transformation initiative encompassing blockchain traceability, industrial digitalization, and artificial intelligence, the companies announced on March 12, 2026.
The partnership aims to enhance transparency for consumers, optimize factory maintenance, and improve oil blending processes, according to a joint statement. Telefónica Tech will provide expertise in cloud, cybersecurity, data, and artificial intelligence to accelerate Deoleo’s transformation, aligning with the olive oil company’s “EVOO-lution” roadmap.
A key component of the collaboration involves expanding Deoleo’s blockchain traceability system, integrating Telefónica Tech’s TrustOS platform. This will record data from various stages of olive oil production securely and immutably, preventing alterations and increasing transparency, according to the companies. Currently, over 35% of Deoleo’s extra virgin olive oil utilizes this technology. Each bottle will feature a QR code that, when scanned, provides consumers with detailed information about the oil’s origin, including the specific cooperatives where the olives were harvested and the date of packaging.
“The combination of advanced traceability, industrial digitalization and artificial intelligence helps us to be more efficient, and to select the best raw materials to guarantee the high standards of quality of our products,” said Enrique Pérez Jiménez, Head of IT at Deoleo.
Telefónica Tech, through its Geprom unit specializing in industrial digitalization, will likewise support Deoleo in managing and maintaining its factories in Alcolea (Córdoba, Spain) and Tavarnelle (Florence, Italy). This will involve integrating a Computerized Maintenance Management System (CMMS) using EMI SUITE technology. The system will manage plant assets, including inventory, machinery, and spare parts, and facilitate both preventative and corrective maintenance. The companies aim to evolve the system towards predictive maintenance, anticipating and addressing potential issues before they impact production.
The third project focuses on leveraging artificial intelligence to optimize oil blending. Telefónica Tech and Deoleo will work together to provide the master blender with tools to aid decision-making, selecting the best raw materials and oil varieties to maintain quality standards. This initiative builds on Deoleo’s existing machine learning and algorithmic models, aiming to improve operational efficiency and reduce volatility in raw material availability.
Carlos Martínez, Director of AI and Data at Telefónica Tech, stated that the project seeks to optimize Deoleo’s olive oil production process with AI models, enable predictive and corrective maintenance at its plants, and reinforce guarantees regarding the quality, safety, and authenticity of its products.
Deoleo initially deployed its traceability system in 2022, and the collaboration with Telefónica Tech represents a significant expansion of these efforts.
Leave a Reply