Enzo Olive Oil Part 2: Building a California Farm Brand Beyond the Bottle

A California olive oil company that began as a way for a longtime farming family to reinvent its operation is now growing into something much bigger. In Part 2 of his interview on the AgNet News Hour, Vincent Ricchiuti explains how Enzo Olive Oil is using direct-to-consumer marketing, new products and technology on the farm to build the next chapter of the family business. For Ricchiuti, producing high-quality California olive oil is only half the equation. The other challenge is convincing consumers why they should choose it over lower-priced imports. Ricchiuti said imported oils can contain blends sourced from several countries, while California producers face a considerably different cost structure. His strategy is to emphasize freshness, quality and the connection consumers have with the farm producing their food. That relationship with consumers has become increasingly important to Enzo's business model. "We're really going after direct to consumer," Ricchiuti said. "Cut out the middlemen, cut out the grocery store, cut out the brokers and the distributors." The approach appears to be gaining traction. Enzo mails eight catalogs annually, and Ricchiuti said an extraordinary 60 percent of the company's revenue comes between Thanksgiving and Christmas, fueled heavily by holiday gifting. Olive oil also isn't the only thing Enzo is selling anymore. The family has expanded into balsamic vinegars, pesto, biscotti, granola and other specialty foods, many produced using ingredients grown on the family's own farms. Innovation continues in the orchard as well. Ricchiuti described using soil sensors, flyovers and olive sampling to closely manage irrigation and determine the optimal time to harvest for oil production. He said California's willingness to embrace technology is one way producers can compete with the centuries-old European olive oil industry. And for Ricchiuti, that growth ultimately comes back to family. He hopes his three young children will someday find their own place in the operation and become the family's fifth generation in agriculture. It's a conversation about much more than olive oil—it's about how a California farm can adapt, build a brand and create opportunities for another generation. Listen to Part 2 of the full interview with Vincent Ricchiuti on the AgNet News Hour.