Italy is a mosaic of precious territories devoted to the production of superior quality extra virgin olive oil. As with wine, the quality of the oil is tightly intertwined to the land or “terroir” from which it originates. The combination of agronomic influences, the cultural traditions, and local experience all contribute in giving every oil an individual identity that translates in a wide range of characteristic flavours.
An extra virgin olive oil can only be described as “artisan” if it has a story behind it, including the culture and skills of its place of production and a close bond with a particular area: in a word, its own “identity”.
The PrimOli Project began in 1988 thanks to an intuition: the extra virgin olive oil market was ready to welcome more refined consumers. Consumers aware that, as with wine, the organoleptic profile of a single-origin oil is rooted in a combination of agronomic factors that are part of local tradition and expertise, a concept known as “typicity”.
PrimOli seized this opportunity and decided to innovate the market with a large scale launch of a new range of extra virgin olive oils produced and bottled in Italy’s finest olive-growing areas.