Shock me, Shock me

If the co-op succeeds, it will tap into a booming $1.7 billion domestic market. In the past two decades, Americans have more than doubled their consumption of olive oil, an essential ingredient of the heart-healthy Mediterranean diet. Like wine and coffee, it has developed a following of connoisseurs who talk about flavor notes and terroir and are willing to pay as much as $50 a bottle for artisanal products. Williams-Sonoma offers a tiny two-ounce bottle, elaborately packaged with shiny black ribbon and flavored with white truffles, for $89.50. Could a Southern oil run with such a crowd? The Shaws had to get the fruit out of the field to find out.

Jim Auchmutey, Virgin Harvest: Georgia Olive Oil (via atlantamagazine)

Reblogging for Mbenard and iseebi - This article is really interesting!

(via atlantamagazine)