Bill Sanders seeks to launch a private label extra virgin olive oil that is fresh, flavorful, authentic, and affordable—The REAL DEAL!
My 12 years of venturing through the world of premium extra virgin olive oil led me to launching Crush+Press, an online store for EVOO and gourmet food products, in August of 2011. This experience has driven me to the unwavering conclusion that most EVOO on the supermarket shelf fails to deliver the promised and sought-after flavor and health benefits of authentic EVOO. The solution is the Sanders private label—an authentic, fresh and affordable EVOO.
High quality EVOO is available from specialty gourmet shops, including Crush+Press, but prices usually range from $18 to $50 for a 500 ml bottle. These are too pricey for many consumers. Making this healthy nectar available to more folks is imperative as obesity, diabetes and heart disease continue to escalate. After all, adding a couple tablespoons of a real EVOO on a daily basis is a doable change. Just add lots of water, walking and some veggies and your on your way to a healthier lifestyle—and don't forget, more flavor.
High Desire, High Demand
American olive oil sales are projected to reach $1.8 billion by the end of 2013. Unfortunately, the majority of these oils are flavorless, inferior and defective, thus lacking most of this magical nectar's healthy heart kicking stuff. Two respected accredited research centers (University of California-Davis and the Australian Oils Research Laboratory) released a report recently finding 73% of the samples from the five largest selling brands in America failed to meet the minimum standards for extra virgin olive oil. The simple statement of "extra virgin" on the label offers little assurance of quality. Most of the extra virgin olive oils are merely a fat and have no juice component—the healthy stuff—the antioxidants, vitamin E which makes olive oil nature's Rustoleum.f
Fresh is Best
The most important factor with olive oil is freshnes--Fresh is Best! Unlike many wines, olive oil doesn't get better with age. Most of the olive oil on large supermarket shelves have passed their prime. They oxidize becoming rancid. To assure consumers that our olive oil is fresh, the harvest date (year) will be clearly visible on the front of the label. We simply will do all we can to avoid selling old olive oil to consumers.
Too often consumers feel a deer in the headlights state when starring at the olive oil section at any retail store. They’re confused. Multiple languages add to the perplexity. We plan to simplify the buying process. Making purchasing easier enables consumers to cut through the clutter. An eye-catching label that is clear and easy to understand—in English! We plan to de-technicalize common olive oil terminology—anti-aging, antioxidant, polypenols, and disease —creating a more positive, energetic and fun tone—heart kicking!
A very good question has been asked. Will the product have Kosher supervision? The short answer is yes.
There are two sources of olive oil under consideration. One source will be rolled out in the spring from the 2011 harvest. The other will likely be added with the 2012 harvest. My source in California doesn't have Kosher supervision available presently, but "is in process of implementation with the Orthodox Union." I've been told the certification will be ready by delivery in 2012. A small up charge will be required, but that should not be a problem. For my Mediterranean source, all of their products are certified Kosher Parve and Kosher for Passover (K shield logo).
Knowing the importance of this matter to so many folks, I'm committed to do all I can to deliver this product with Kosher supervision. After all, there's agreement among Christians, Jews and Muslins that the olive means wisdom, fertility and peace. If we're seeking a more harmonious world, authentic olive juice offers a good start.
Use of Funds
Funds will be used to acquire product from growers directly in California and/or the Mediterranean region, which must be bottled and shipped. All important brand identity and label design must be developed. Funds in excess of the stated goal are encouraged to pursue more aggressive marketing. The product will be sold through multi-channels including online and retail shows, specialty gourmet retailers, regional grocery chains, national grocery chains, and distributor network.
This is an opportunity for you to participate in a rapidly growing industry. If we grow, you grow!
Please review the backer rewards and incentives on this page. These are designed to create and sustain a healthy and enriched lifestyle community.
Under Kickstarter rules, achieving our stated funding goal is all-or-nothing. The $17,000 funding goal must be reached, not a penny less. Exceeding this goal is not only possible but desired to enhance our marketing and expand our target market. The time period is short, only 32 days. The project closes on Wednesday, October 26 at 3:01 a.m. Go Forth!
Thank you for taking a look at our Kickstarter.com page. Your consideration and support is sincerely appreciated. Together, we can make a difference.
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A marketing team will develop a brand identity. Top tiered backers (Ambassadors' Club) will have an opportunity to offer their thoughts on the brand identity and the ultimate label.
The 2011 olive harvest in the northern hemisphere begins in October. Depending on whether the final source is California or the Mediterranean (or both) deliver is expected in February or March.
Several sources are available. California and the Mediterranean are firm and others have been identified in in Argentina, Chile, Greece, Italy, Spain, and Tunisia . A key factor in the final decision will be based on the total funding. Each source has different quantity requirements.
A state of the art ecommerce solution is in opertional currently athttp://crushandpress.com/ A new web site with private label brand will be linked with http://crushandpress.com/, which will continue to function as the ecommerce store. More importantly, distrubution will be pursued in specialty gourmet shops, regional special grocery stores, national special grocery stores, a broad distribution network.
This is the initial funding for the proof of concept stage. If distribution can be establish with this initial purchase, larger funding will be pursued to leap to a broader and national market.
The line from Chattanooga and Nashville, Tennessee through Kentucky, including Lexington and Louisville, proceeding north through Ohio, particularly Cincinnati and Columbus. I second regional target is Washington, DC metro area. I lived there for 15 years and have an extensive network in the region. Expansion to the southeast should follow.
The distribution center will be located in Maysville, Kentucky which is a day's drive from over half of the population in the U.S. UPS distribution center is in Louisville, Kentucky, a two-hour drive. Logistical resources have been identified and are available to develop necessary systems.
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Pledge $1 or moreYou selected
You will be joining an healthy and enriched lifestyle community and receive a digital file of my guide to EVOO, "Taking the Mystery Out of Extra Virgin Olive Oil."Estimated delivery:
Pledge $15 or moreYou selected
A beautiful olive picker (fork) made from olive wood from Sfax, Tunisia. You will also receive my digital guide to olive oil, "Taking the Mystery Out of Extra Virgin Olive Oil," my digital recipe book, including my "Fab Fifty for a Fully-Stocked Pantry," and free registration to my Webinars on olive oil. THE OLIVE PICKER HAS ALSO BEEN ADDED TO THE $25 OR MORE LEVEL, despite not being stated in the description.Estimated delivery:
Pledge $25 or moreYou selected
Receive my digital guide to olive oil, "Taking the Mystery Out of Extra Virgin Olive Oil," my digital recipe book, including my "Fab Fifty for a Fully-Stocked Pantry," and free registration to my Webinars on olive oil.Estimated delivery:
Pledge $35 or moreYou selected
A beautiful olive dish and olive picker (fork) made from olive wood from Sfax, Tunisia. You will also receive my digital guide to olive oil, "Taking the Mystery Out of Extra Virgin Olive Oil," my digital recipe book, including my "Fab Fifty for a Fully-Stocked Pantry," and free registration to my Webinars on olive oil.Estimated delivery:
Pledge $50 or moreYou selected
One bottle of Sanders private label extra virgin olive oil, if picked picked up in Maysville, KY, Lexington, KY or Washington DC. Plus all previous awards.Estimated delivery:
Pledge $65 or moreYou selected
One bottle of the Sanders private label EVOO (delivered in March) and the Tunisian olive wood olive picker (fork) and olive dish (delivered in December), shipped anywhere in the U.S and its territories. Plus all previous rewards. Because this reward was added after the project launch, the subsequent $100/$101 levels will have one bottle added to the stated bottles in the description (2 if shipped, 3 if picked up).Estimated delivery:
Pledge $100 or moreYou selected
One bottle of the Sanders private label EVOO and all previous awards. Olive oil will be delivered in March, but all other awards will be delivered upon conclusion of the project.Estimated delivery:
Pledge $101 or moreYou selected
One bottle of the Sanders private label extra virgin olive oil will be shipped to you, or two bottles, if picked up in Maysville, KY, Lexington, KY or Washington, DC. Plus previously listed awards.Estimated delivery:
Pledge $250 or moreYou selected
Three bottles, or five bottles, if picked up in Maysville, KY, Lexington, KY or Washington, DC, of the Sanders private label extra virgin olive oil (U.S. & Canada). The olive oil will need some company in your pantry. A gourmet vinegar, sea salt and a to-die-for Dijon mustard will be included. Plus previous awards. Olive oil will be delivered in March, but all other awards will be delivered upon conclusion of the project.Estimated delivery:
Pledge $500 or moreYou selected
Six bottles of Sanders private label EVOO (U.S. & Canada), or nine bottles, if picked up in Maysville, KY, Lexington, KY, or Washington, DC. A gourmet vinegar, sea salt, and a to-die-for Dijon mustard. You'll become a Bronze-level member the Ambassadors' Club, which includes your own private travel consultant to olive oil and wine regions around the world, and private wine consultant for collecting, entertaining (weddings), and everyday use. Members of the Ambassadors' Club will be listed on the Web site and have an opportunity to participate in the brand identity and label development. Plus all previous digital and Webinar rewards. Olive oil will be delivered in March, but all other awards will be delivered upon conclusion of the project.Estimated delivery:
Pledge $1,000 or moreYou selected
One case (12) bottles, or 16, if picked up in Maysville, KY, Lexington, KY or Washington DC of the Sanders private label EVOO (U.S. & Canada), a gourmet vinegar, sea salt, a to-die-for Dijon mustard, and dessert. You will become a Silver-level member of the Ambassadors' Club, which includes your own private travel consultant to olive oil and wine regions around the world, and private wine consultant for collecting, entertaining (weddings), and everyday use; name listed on the Web site; and participate in the brand and label selection. Plus all previous digital and Webinar rewards. Olive oil will be delivered in March, but all other awards will be delivered upon conclusion of the project.Estimated delivery:
Pledge $2,500 or moreYou selected
By golly, for $2500 and up, I will come to your home and cook for you and your party of eight friends. Olive oil will be paired with each course (and a little wine thrown in for good measure). Except for DC, KY, OH, TN, additional travel expenses will apply, i.e., if I have to hop on a plane and book a room. You will become a Gold-level Ambassador, including previous awards and a case and a half (18 bottles) of the Sanders private label EVOO, and the previously mentioned pantry items. Olive oil will be delivered in March, but all other awards will be delivered upon conclusion of the project.Estimated delivery:
- (33 days)