Why we exist
The food system lost its way
The modern food system has standardized our most diverse foods. Few foods show this more clearly than olive oil, a product naturally abundant in flavour and health properties, reduced to a standardized product that obscures identity, transparency and craftsmanship.
01
From terroir to commodity
Olive oil is an incredibly diverse food. Countless factors such as olive variety, environment, harvest time and farming practices all shape its flavour and health properties. Yet most supermarket oils are a mix from multiple farms, varieties and older harvests, that together create a bland tasting, standard oil.
02
Farmers who care aren't rewarded
Regenerative farming takes more care than extractive conventional farming. Yet without certification, the market rarely pays these farmers any more than it pays those who keep spraying, degrading soil and ecosystems in the process. The food system rewards neither care nor penalizes damage.
03
You don't know what you are buying
Most bottles don't tell you when the olives were harvested, who produced the oil, where it came from, how fresh it is, the polyphenol content, or whether it's a blend. Without transparency, it's almost impossible to comprehensively judge quality.
04
An opaque market enables fraud
Olive oil is one of the world's most frequently adulterated foods. Complex supply chains and extensive blending make fraud easier and your trust harder to earn.
Source: European Commission (2025)Our values
How we build a better olive oil
We can't rebuild the food system overnight, but we can build a better one, bottle by bottle. These three principles define how we source, bottle and share olive oil.
01
Truth
Honesty in every detail.
People shouldn't have to trust our claims, they should be able to verify them. We share the information others leave out, from harvest dates and lab tests to sourcing and pricing. Truth is the foundation of all our principles.
02
Identity
Celebrate olive oil for what it truly is.
Olive oil can be remarkably complex in its character, similar to wine. We preserve the identity of every harvest, its variety, terroir, freshness and craftsmanship, instead of blending it away.
03
Stewardship
Working with nature, not against it.
We champion farmers who regenerate soils, restore biodiversity and care for the land, helping exceptional olive oil and thriving rural ecosystems go hand in hand.