F. OLIVER'S

Revolution by Olive Oil

By localfocus

The start of something great

There’s a new kind of store in town and it’s out to change the American culinary landscape as we know it. Meet F. Oliver’s - purveyor and supplier of the freshest and finest oils, vinegars and complementary culinary ingredients anywhere in the Finger Lakes area. With stores in Rochester, historic downtown Canandaigua, Ithaca and Skaneateles, as well as an online store, F. Oliver’s has firmly established itself at the center of a rapid transformation in American cuisine. As US consumers continue to develop an appetite for good olive oil, proprietor Penelope Pankow says she is committed to inspiring customers to incorporate more of it into their day-to-day cooking experience.

“We’ve hit a big reset button here in the US as far as fat is concerned”, she says, “and a good olive oil is key to a healthier eating experience.”

F. Oliver’s customers are now reaping the rewards of that vision and have access to the best and freshest oils being imported into the US today. A wide selection of ultra premium extra virgin olive oils and flavored oils is offered, along with an extensive array of aged and infused balsamic vinegars from Italy and a full range of premium herbs , spices, salts and peppers.

freshness - the key to great olive oil

Sourcing the best products to put on their shelves has become a key objective at F. Oliver’s and particularly when it come to olive oil, the fresher the better. Essentially a fruit juice, olive oil delivers most of its health, flavor and sensory benefits when used as close to its ‘crush’ date, as possible. According to Pankow, the key to choosing a great oil is all about freshness with the ‘press date’ of the fruit being the most accurate measure of a quality product. Regular supermarket oils typically display ‘use-by’ dates indicating that the product may already have aged and decayed from 12 to 24 months since it was initially packaged.

“Our area of expertise is sourcing and selling ultra-premium olive oil”, says Pankow. “We know it’s better because it starts with better fruit, gets to press faster and is produced in a highly-controlled environment.”

The ultra-premium designation is a new standard reserved for the finest extra virgin olive oils in the world. Consisting of tight protocols and tests, it enforces the strictest limits on chemical standards, freshness and oil characteristics. Oils in the ultra-premium category must display an absence of defects and demonstrate positive flavor and taste attributes.

To ensure a year-round, cyclical supply of the freshest oil, and to keep turnover high, F. Oliver’s relies on sourcing oil from both the northern and southern hemispheres, switching sources every six months. Quality, handcrafted oils are imported into the US for the company by California-based Veronica Foods and come from small, regional batch producers in California, Italy, Spain, Greece and Tunisia during the US Winter months and from Australia, Chile, Argentina and South Africa during the Summer.

To maintain maximum freshness, inventory is tracked and numbered from the time it is delivered to the store to the moment a customer walks out with a purchase. Airtight, light-proof, stackable ‘cubes’ of oil are kept in a temperature-controlled environment, in addition to the vinegars, and decanted into stainless steel fustis, as required. Oils are bottled on an on-demand basis right in the store. In fact, no more than a dozen bottles of oil stay on the shelf at any one time, maximizing turnover and reducing the risk of stale inventory.

Ultra premium single varietal olive oils come from a single cultivar or olive type and display unique flavor characteristics. Each oil is bottled and labelled with it’s chemical profile and pairing suggestions.

Ultra premium oil also forms the base for an exciting range of flavor-infused extra virgin olive oils. Using only natural, real ingredients, these oils contain no artificial additives, chemicals or genetically modified organisms. These beautiful, flavored oils are also rotated frequently to cater to customers’ changing seasonal tastes. Fresh oranges, for example, are pressed directly with ripe Tunisian olives to create Fresh Pressed Blood Orange, a versatile oil which is especially flavorful with salads, fruit, seafood, fish, chicken, pork and chocolate. It also pairs exceptionally well with Summer Blueberry, Clementine Tangerine, Sweet Rich Cherry, and 12-year-old white balsamic vinegars. On the other end of the seasonal spectrum, fresh-pressed rosemary is a favorite addition to Fall and Winter varieties.

“Flavored oils are a very important part of our product range”, says Pankow. “We really are at a point in the US where consumers appreciate the benefits of quality olive oil. We can give them that and much more. Food just tastes better with a great product and customers love cooking with them.”

The extensive selection of quality aged and infused balsamic vinegars are imported from Modena, Italy. Varying widely in taste, color and richness, these highly-versatile products can be used alone or in countless combinations with olive oils.

“Oil and vinegar are just two of those things in life that are meant to go together!”, says Pankow. “Vinegars can really enhance the flavor of oils, taking food to a whole new level and we can show customers how to do this.”

Be inspired

Inspiring customers is at the very core of F. Oliver’s business. From the adventurous novice to the more experienced cook, each customer can expect to receive the same attention and service for which F. Oliver’s has quickly earned a reputation. Customers are invited to take a tasting tour along with tips on how to taste and savor the oils and vinegars and then compare them to grocery aisle products right in the store.

The stores, in fact, do as much to inspire customers, as the fully-trained, experienced staff. Beautiful, locally handcrafted steel and wood shelving show off rows of gleaming Italian stainless steel fustis against a backdrop of open brick walls and huge botanical prints. The bright, airy retail spaces encourage customers to browse and explore and enjoy the ‘experience’ of sampling and buying premium culinary products. Once a customer is ready to make a purchase, the oil or vinegar is bottled-to-order right in the store in one of their signature UV-protected dark glass bottles. Herbs and spices are also presented in attractive, environmentally conscious packaging.

“We want our customers to be a part of something special here. Our stores are beautiful, fun and informative and we want to share that with people. We never do a hard-sell but are there to inspire people, share our knowledge and give them great ideas, tips and advice.”

Customer service, however, does not end when the customer leaves the store. F. Oliver’s unique ‘concierge service’ includes sending the customer home with a personal business card, along with advice on where to find their online recipes, pairing charts as well as an invitation to call back with any questions. Customers also have access to in-store information cards and can purchase F. Oliver’s recipe book - a unique collection of locally-created and tested recipes, incorporating their oils and vinegars. From the basics of creating marinades, vinaigrettes and dressings, anyone looking to add a spark to their culinary range will be inspired by these recipes, which include gorgeous sweet-and-spicy pulled chicken with a Smoky Chipotle oil and a Sweet Rich Cherry balsamic and roasted walnut brownies with a Café Espresso dark balsamic drizzle.

Just one stop

An exciting new line of the freshest hand-prepared herbs, spices, salts and peppers further enhances F. Oliver’s reputation as a true cooking concierge and partner in the kitchen.

“We want people to know that we are that store where they can get all of their oils, vinegars, herbs and spices in one place and we give them the confidence to use them easily and creatively,” Pankow says.

Locally-sourced products have proven to be particularly appealing to customers. Seneca Salts, originating from the freshwater lake of the same name, are distinguished by their pure, clean taste and derive from salt veins deep beneath the lake’s surface. The brining and evaporation process involved produces a beautifully thin, flaky culinary salt. As well as a natural salt, three infused salts are also carried in-store: Lemon, Rosemary and Grapevine Smoked.

a bright future

As olive oil consumption continues to gain pace in the US, Pankow says her company is committed to spreading the message, locally and beyond, of a better, healthier lifestyle.

“We have located ourselves in an area with a strong, up-and-coming culinary future and our goal is to give visitors one more overwhelming reason to visit the Finger Lakes.”

Through partnerships with other local vendors and businesses - restaurants, wineries, bakeries and other specialty suppliers - Pankow says that the message is being heard.