We really appreciate this very helpful feedback! Cheers for taking the time to share with us—it means a lot.
I did want to come back on your points since I think we need to communicate more about our farmers, how the olive oil industry works (and harvest), and how our oils are different from each other.
Packaging redesign: This is actually really important to hear as we've redesigned our packaging every year (and we'll continue to make it better next year). The recent changes came from feedback that people didn't know we were an extra virgin olive oil and they didn't know our name—two things we had to make clear. But we agree we need to balance with the beauty we loved so much at the start. Maybe we'll share some new designs with our community next time. It's a work in progress!
Small batch from November 2022: There is only one olive oil harvest in the Mediterranean and depending on loads of factors determined by the producer. It typically happens in the autumn, so this batch from Dafnes, Crete is from this most recent harvest.
We brought over just over 2,000 litres of this oil from Maria in Dafnes (which is the nearly all of the EVOO she makes).
Waitrose exclusive: This is actually a separate oil, but still sourced from a single family estate in the north of Greece. As we're focussed on supporting woman producing great oil in a regenerative way, our business is all about how to champion them and drive meaningful change in an industry that desperately needs it (to the farmers and the land itself).
As ever, some of our oils will continue to be *very* limited batches (like a new one launching soon which is only 400 litres), but some will be more widely available. However, everything we do will be quality and following our ethos.
Again, appreciate the honest dialogue and hope you continue to enjoy our EVOOs.