There's no doubt that if you're in the business of producing, distributing or marketing extra virgin olive oil, you could have chosen an easier path.

We are in an industry famous for its abundant headwinds.

If you've been following along, the myriad of challenges can probably be reduced to some hashtags: #harvesting #labor #milling #climatechange #drought #pests #prices #tariffs #fraud #covid #differentiation #promotion

Rather than dwell on the roadblocks – every one of which will eventually be the topic of an article here – I thought I'd take a moment to remember some of the reasons we're pretty fortunate to be working with this storied commodity.

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