The myth: cheap, quality nutrition.

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Does the title of this post sound a bit pretentious? Well, sadly, it’s true. Genuine, healthy food cannot be low cost. Products manufactured by the large-scale food industry can be, but the quality ingredients needed for a wholesome diet cannot be delivered to the public with prices that replicate those of food industries.

All across Europe, local family businesses delivering tasty bread, fresh, savoury meat, flavour filled fruit, etc. have fallen into decline over the last decades. Think for a second, when was the last time you enjoyed a tasty plum? Or bought some pears that didn’t perish within a couple of days?

A growing number of people, if not all of us, has become accustomed to the food with non-existing flavour offered by the big distribution. Only an aging minority, witnesses of locally grown, authentic ingredients could tell you what a vegetable should taste like and when it’s in season. The quality of food in supermarkets is a disappointment, more harmful than it is nutritious.

So, dear reader, if you’re interested in the topic and have read thus far, one must pose you the question: which category do you belong to? Are you a mainstream food consumer or an aging, more demanding consumer?

If you are a mainstreamer, you most likely purchase your groceries from large chains, paying three for the price of one! Seems like a great deal no? Yet this is the precise moment economics kill quality. Why? Big scale producers, with unbeatable bargain power push down the prices of ingredients potentially at the expense of quality. Low-cost/low-quality ingredients increase margins.

The traditional, local family business model has no chance to survive in this scenario, unless, two conditions are met:
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1. The local producer, while delivering the highest quality, has the skills to fully exploit new digital technologies and reach consumers directly. In this manner, we cut off a number of intermediaries that do nothing but add cost and no value.
   
   
2. Buyers invest more time in becoming educated consumers, professionals of food, acting as shareholders of their own healthy nutrition and paying a fair price.
   
   

At Gorrasi Olive Farm, we strive to produce the highest quality Olive Oil. We are of the opinion that if both of the above conditions are met we achieve a system that is a win-win for all.
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Whether you follow the three-for-one sales or are more demanding when it comes to the provenance and quality of food please visit our Store and buy Extra Virgin Olive Oil directly from our olive farm.