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Here’s a secret: The companies doing the most for the artisanal olive oil producers in Italy are small businesses. Those of us importing from farms and selling hard-to-find high quality olive oils are also small businesses. It’s our goal to match those authentic, artisanal extra virgin olive oils with true fans of “the good stuff.”

When our phone rings, we answer it with hope that we can provide a level of service and information, beyond what customers can find on the web site.

Occasionally we find those efforts to be disappointing. On just one day this week, we had the following requests:

An American, who had been in Italy on business and received a gift, wanted something similar. It was determined that he was seeking an Agrumato-style extra virgin olive oil. We discussed the process of crafting the oil and the selection we had in stock. His closing remark: someone would be going to Rome next month and he would have that friend shop for it in Rome!

Then, we had a call from a Canadian seeking a particular olive oil. We don’t have it. It is available in Canadian grocery stores for $5 per liter bottle. Maybe it is extra virgin olive oil. Or maybe not.

In quick succession, there was another call from someone who couldn’t find his preferred oil on our site. He was looking for an offer for six 500 ml bottles of “Italian extra virgin olive oil” for $50. Nope, it’s not ours. And at that price point, it is likely not extra virgin.

It’s great that many see Olio2go to be an expert resource. At Olio2go, we’re happy to teach about the merits of top quality Italian extra virgin olive oil and artisanal food products. But, the calls are proof that the good stuff is not for the masses. Know the difference, know the value, and recognize that your purchases help support true artisans.