`Star Fine Foods Launches California-Grown EVOO - Olive Oil Times

Star Fine Foods Launches California-Grown EVOO

Aug. 15, 2011
Lori Zanteson

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California extra vir­gin olive oil is gain­ing shelf space in Golden State super­mar­kets and spe­cialty food retail­ers this sum­mer. Star Fine Foods has launched its first grown-in-California olive oil with plans for major dis­tri­b­u­tion and pro­mo­tion.

The famil­iar brand has pro­duced olive oils and Mediterranean prod­ucts such as olives and vine­gars for years, but this is the first time it is tap­ping the olive-friendly grow­ing con­di­tions of its Central California home base.

Though owned by Borges USA, a divi­sion of the Spanish food giant Borges Mediterranean Group, Star Fine Foods has been in California since 1898, mak­ing it one of the state’s old­est food brands. Based in Fresno, it has a long his­tory dis­trib­ut­ing spe­cialty Mediterranean prod­ucts made from both imported and domes­tic ingre­di­ents.

This is an oppor­tune time for Star’s launch, which is also aimed at stak­ing a West Coast claim on the pop­u­lar­ity of the Mediterranean diet. California olive oil pro­duc­tion is grow­ing at an unprece­dented rate while gain­ing a fol­low­ing around the world, thanks to the recog­ni­tion of com­pe­ti­tion judges, as well as some clev­erly man­u­fac­tured con­tro­versy.

Star California Extra Virgin Olive Oil is a blend of Arbequina, Arbosana, and Koroneiki olives grown in the Central Valley. The 16-ounce and 24-ounce bot­tles have sug­gested retail prices of $9.45 and $12.98, respec­tively. A wider roll­out through­out the West is antic­i­pated in the fall.


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