Appetizing Thoughts: The Now and Future of First Fresh Olive Oil

Saffron Olive Oil Cookies with Blood Orange Glaze

In 2011, Bill Sanders of First Fresh Olive Oil was interviewed, in which he demystified olive oil and promoted the launch of a kickstarter campaign raising money to start a private label selling quality olive oil in the United States at competitive prices. Since successfully raising the funds, he has garnered two outstanding industry recognized awards, crossed the country to introduce his peppery tasting olive oil by offering tastings and learned a few start-up marketing lessons. In this follow up interview, he explains his future goals, inspiration from a recent Sicilian trip for First Fresh Olive Oil and why using olive oil in desserts is better, especially for the recipe—Saffron Olive Oil Cookies with Blood Orange Glaze —at the end of the interview. 
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Appetizing Thoughts: Demystifying Olive Oil

Olives growing on a tree.

We’re curious and thirsty for olive oil. Thirsty not just for using it in our favorite recipes, but learning more about it. Bill Sanders, an olive oil evangelist at Crush+Press, initially appears to have successfully reached his goal on Kickstarter to start a private label selling quality olive oil in the United States at competitive prices. However, the amount raised is based on a shoestring budget. Ideally, he needs to raise a total of $25-30k. In the following interview, Sanders demystifies olive oil and explains his quest for offering authentic olive oil at affordable prices. Read more

The Filling Station is located in the Chelsea Market, NYC.
The Filling Station is located in the Chelsea Market, NYC.

There was only enough time to be in and out of the Chelsea Market, New York City. A new shop, The Filling Station, caught my attention. Neatly displayed was a long row of metal canisters containing olive oil and vinegar. Another shelf was filled with glass jars of sea salt and sugar. Tasting each artisan product stalled my efforts of being a quick shopper. Read more