The olive oil industry has long been a staple of the Mediterranean diet, with Spain being one of the largest producers of this liquid gold. For many Spanish producers, however, getting their high-quality, traditionally-made olive oil to consumers outside of Spain has been a challenge. But with the rise of e-commerce platforms like Temu, Spanish producers are now able to reach a wider audience at competitive prices.
All Delicious, a Spanish distributor based in León, is one of the first companies to take advantage of this new opportunity. They specialize in bringing high-quality, regional foods to a broader audience, and they see platforms like Temu as a way to bridge the gap between local producers and end-consumers, making gourmet food more accessible to buyers both nationally and internationally.
Historically, All Delicious functioned primarily as a B2B distributor, supplying high-end restaurants, hotels, and industry professionals with premium olive oil and other gourmet products. This meant that regular consumers had limited access to these high-end products, as they were not available in supermarkets or were sold at significantly higher prices due to the addition of various intermediaries.
Gourmet Food for All
“Our goal is to create an affordable gourmet store that allows consumers to access a selection of high-quality Spanish products that were previously only accessible to those with high-end restaurants or B2B distributers,” says Juan Salguero, Commercial Manager of All Delicious. “We found that Temu had a similar philosophy and approach.”
Temu is one of the world’s fastest-growing e-commerce platforms, having launched in its first European markets just two years ago. It has quickly gained a reputation for its affordable, high-quality products by connecting consumers directly with manufacturers and distributors, reducing costs.
Recently, Germany’s respected Stiftung Warentest consumer research organization ranked Temu highly in a study of seven online marketplaces, evaluating product quality, data handling, and shopping experience.
Temu’s popularity is reflected in its over 100 million users across the European Union. In Spain, more than 90% of Temu’s customers say the platform offers an excellent quality-to-price ratio, according to a recent IPSOS market research study. The company expects its new local sellers to represent 80% of its sales in Europe and has plans for European sellers to expand into new global markets in the future.
By eliminating unnecessary intermediaries, Temu enables consumers to access high-quality products at prices closer to those set by the producers themselves, making premium products more affordable without compromising on quality.
Strict Quality Standards
However, opening a store on Temu requires meeting a series of strict standards. “To open our store on Temu and start selling our gourmet products, we had to apply for and certify several authorizations, such as the recognized IFS certification,” explained Salguero, referring to the international standard for food safety and quality that ensures compliance with strict production, hygiene, and traceability norms.
“This requires time, but it aligns with our goal of guaranteeing that the consumer knows they are acquiring only high-quality products, produced in an artisanal or traditional manner, and certified with the highest safety standards that most sellers cannot offer on other platforms, as not many food producers obtain IFS certification,” Salguero explained.
Temu’s strict verification and certification requirements for sellers also help address a common problem in the online gourmet food market: fraud and counterfeit products. Many online markets are flooded with lower-quality products mislabeled as premium or authentic, deceiving consumers and harming legitimate producers.
By requiring certifications like IFS, Temu ensures that only verified, high-quality products reach the platform, protecting both buyers and honest sellers.
From the Field to Your Door
For All Delicious, this Spanish Extra Virgin Olive Oil from Jaén marks just the beginning of their plans on Temu. Looking ahead, the company plans to expand its selection of regional gourmet products, incorporating more traditional Spanish specialties onto the platform. Future additions may include wines from certified Denomination of Origin regions, premium select olives, and cured meats from northern Spain. The goal is to ensure more people can enjoy the best food products from the country at affordable prices, delivered directly to their door.
As online shopping becomes more popular, e-commerce can change the way European consumers buy premium or traditional foods. These food products, which until now were sold in gourmet food stores, farmers’ markets, and select supermarkets, are often restricted to regional availability. Now, online markets like Temu are making it possible for these regional treasures to find new fans across Europe and beyond. For centuries, Spanish olive oil, wines, and gourmet foods have been a prized part of the Mediterranean diet. Thanks to e-commerce, they now reach a wider audience than ever, without compromising on quality or price.
