In Italy, locally produced olive oil has always been a social mainstay to be revered, guarded, and shared. It is a singular offering that expresses the character of its region and even of the family that harvested and milled it. By the same token, attitudes toward how it should be rendered and described have remained the same for centuries—rather strict and specific. No messing about with tradition!
Then along came Greg Hinson, an American wanderer taking his infant daughter on day trips about the Italian countryside. “I was discovering the magic of extra virgin olive oil and the social bonds between families, their passion for olive oil, and how they traded oil between themselves. And I learned that there were so many styles of olive oil that were specific to types of dishes. I found that fascinating and wanted to learn more.”