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“Be the change you wish to see in the world.” (M. Gandhi) I could not bear to eat in “Gourmet” restaurants where the extra virgin olive oil is considered just a simple fat, useful for cooking or to please some customers who wanted to drizzle olive oil over their salad. Since no importance has always been given to extra virgin olive oil, I always found around products of low quality, rancid, smelly, over date, with the only result of ruining any dish on which the unlucky customer or chef poured that stuff. The general lack of information and knowledge about this amazing product has always prevent the growth and success of small Italian farmers who in the past 10 years have invested in staff training and in modernization of the harvesting and milling techniques. These proud people have always found closed doors in front of their attempt to sell their high-quality olive oils, with the only result of getting lose hearts and many farmers sold their lands with no hopes for a better future. Consumers do not understand why that product could cost three times the price of a standard olive oil on the market. For 90% of the people, there are no differences among extra virgin olive oil. It’s just the same product. Like it happened with wine 30 years ago. The only difference at that time was just red or white wines. We are working to change this common idea on the olive oil market. The offer of cheap olive oils even claimed as great one is very big on the international markets. That’s why people get so confused. Driven by the philosophy of Gandhi, I wanted to change this system. Or at least, being part of it, along with many other young entrepreneurs in the agriculture world which every day are fighting a difficult battle against larger manufacturer groups, supermarkets, fraudulent competition and lack of information from the final consumer side.