Title: Italy olive oil production
Headings: Italian olive oil production
Italian olive oil production
Content: As a successful financier, one might wonder why Giustra would choose to invest in a business where it is difficult to make a profit. Giustra views his olive oil venture as one with long-term potential. He believes that the market for quality oil is “exploding worldwide” and since olive oil can only be made in certain places in the world, the supply is limited. Those who make the absolute best oils will find their market and will be able to price it appropriately, said Giustra. Giustra sees the olive oil industry in a similar place to where the wine industry was 20 years ago. Public acceptance of boutique olive oil and its higher prices are in an early phase. It will be an uphill climb and will require change in industry practices and consumer education. Giustra believes that “we need to embarrass the large companies” that are selling fraudulent oil and need to educate consumers. Giustra experienced his “ah-ha” moment when he took his first taste of Orvieta olive oil. Since then, he has been passionate about sharing his new-found love with the world.