00:00let's start with the why why an olive oil shot what is that going to do for the average consumer
00:07yeah so at costa reno we are a wellness brand and we are centered around this very high antioxidant
00:13extra virgin olive oil from greece and what we do what's special about our olive oil is that we
00:18harvest the olive early which just means that we pluck it off the tree before it's ripe while it's
00:23still green and that's in order to maximize what's called polyphenol content polyphenols are
00:29powerful antioxidants that essentially fight inflammation in the body and they've been proven
00:34to reduce the risk of all chronic disease so we subscribe to the philosophy of food as medicine
00:39and that's what this olive oil shot is and so why do you think that this has taken off i
00:46mean i mentioned
00:47the likes of hayley bieber but i mean what does this say about the broader wellness category at the
00:52moment how olive oil shots fit into what we're seeing when it comes to you know these different
00:57crazes that i mentioned sort of catching fire yeah there really is a broad cultural shift i think
01:03you know the consumer is not new to wellness shots they've seen ginger shots and turmeric shots
01:08and this is an ancient ritual that truly has modern implications and so it's not just a pantry staple
01:15anymore people really are recognizing and becoming educated that there are true health benefits to
01:21olive oil and it truly can be preventative medicine and so we have seen an explosion on social media
01:28of people taking olive oil shots when i go to greece and work with the producers at our farms we
01:35basically are always handed an unmarked bottle of olive oil that they say please take this back to your
01:40family take a shot of this every morning and what they're handing me is the ultra early harvest extra virgin
01:46olive oil that's the olive oil that we've taken and bottled in these glass bottle shots for convenience
01:52for the everyday consumer and that has the highest health benefits always over 1000 milligrams per
01:58kilogram of polyphenol content and as i mentioned i mean you're moving into retailers such as whole
02:03foods such as sprouts uh for the first time but why do i need this package up why can't i
02:09just do this
02:09myself you know measure out a shot of the olive oil that i have at home yeah there are some
02:14intricacies so
02:15the olive oil that you have at home and even our culinary olive oils which are naturally high in
02:20polyphenol content they always have over 350 milligrams per kilogram of polyphenol content for
02:27our blue cooking oil and always over 500 for our white dipping and drizzling oil this shot always has
02:33over a thousand and the olive oil as you go earlier in the harvest and get that higher polyphenol content
02:40it gets a little more bitter this is not your typical culinary olive oil it has a
02:45little bit of a slight burn at the back of your throat those are the polyphenols and that's how
02:49you know it's working so it's not actually the same as taking an olive oil shop that you bought at
02:54the
02:54grocery store for culinary use so the burn is good if you feel the burn that means it's working and
03:00yes uh katina i'd love to get your perspective on just what the process to get into these retailers
03:06was like because you know as we've been talking about there's a lot of trends that sort of spark up
03:11for
03:11a moment and then fizzle out what was the conversation like you know sort of convincing
03:16them that this is a health and wellness trend that's actually here to stay yes well it was very
03:22different with both whole foods and sprouts whole foods is a very long-term partner of cost arena we
03:26launched there five years ago with just one product and we now have 16 skews on shelf at whole foods
03:31across
03:32all our categories at cost arena with sprouts they were actually a very new retailer for us and so what
03:38we
03:38showed them was the trend growing on social media particularly hayley beaver talking about it in a
03:44time magazine interview about how taking an olive oil shot is a non-negotiable in her morning routine
03:50and that trend has really you know made the retailers get excited about bringing products
03:55that the consumers seeing on social media into store it's similar to what you've seen in the beauty
04:00space if you walk into a sephora today you'll see end caps of products that are popular on tick tock
04:06i think the food retailers the grocery stores are looking for the same trends
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