RTF: Sharing a way of life

The confusion associated with walking up to the olive oil aisle in a grocery store left Tyler and Carry Guell fed up with their cooking experiences as they often ended up at home, opening a new bottle of olive oil and feeling defeated with its lack of or even overpowering flavors. Their very own olive oil and fine vinegar boutique soon became the answer to these problems. Tyler and Carry Guell are the happy couple that founded Olivada, nestled on the river of Sheboygan, Wisconsin.

Beyond housing the freshest olives oils accompanied by fine balsamic vinegars Tyler and Carry wanted to offer the customer an experience. Therefore, the shopper is able to sample anything in the store before purchase. This is a part of understanding your food deeper in order to enjoy it to its fullest advantage. The amount of oils and vinegars range far and wide while many customers know very little about the different flavors and accents. Tyler and Carry take the time to truly explain to their customers how to understand the flavors before even bottling it for them in house.

For example the one of the many honey balsamics is taken like a half shot out of a small plastic cup and then swirled around in your mouth until the flavors are in full effect. The acidity of balsamic holds many different flavors, especially when they are infused. Allowing the taste buds to gather the balsamic’s key notes gives the individual a full idea of how it can be enjoyed best. While using your senses to do this it is easy to fantasize about the endless dishes it would enhance, and soon find yourself wanting to sample the entire row.

On the other hand, sampling the oils is done a bit differently. The shopper is instructed to cover the small cup while rubbing the bottom on your palm. This warms the oil and prepares you for a full experience. After about 30 seconds of this you are to breath in the oil, smelling the different undertones. Finally, you slowly sip the oil and let it rest on your tongue while sliding down your throat. You are essentially using a majority of your senses to not only taste the oil but also understanding the olives and their strengths. This is a learning experience that helps to connect the customer with oil they are destined to cook with.

The wore down shipping warehouses lining Sheboygan’s river have become home to a variety of funky hipster cafes, fine English pubs, health food stores and more allowing Olivada to fit in as well as a missing puzzle piece. The establishment has only been in working service for about a year but their expertise with oils and vinegars really sets them apart and allows business to do very well. This unique approach to selling oils and vinegars stems from their own frustration and encourages them to offer a sampling of all products sold as well as bottling everything in store before purchase.

After being greeted with a gust of air conditioning you find yourself face to face with a wall of dark bottles. Below each is a small description of the vinegars location, flavorings and pairings. Recipes are sprinkled among the bottles and featured in the center of the store is the island of oils. These olive oils are 100% pure extra virgin coming from the northern and southern hemispheres allowing Olivada to offer the freshest oils. Any of the staff members will gleefully explain that there are only two time frames a year when olives are crushed. Due to Olivada gathering oils from both hemispheres they are receiving oils twice a year when those olives were crushed, leading to the freshest product available. These different olives coming from both the northern and southern hemispheres allows the oil to range in flavor from a more grassy and earthy undertone to the buttery and rich flavors.

The idea of Olivada is to avoid selling a vinegar or oil to someone who is not truly invested in its flavor. Food is to be enjoyed and experienced and the Italians believe that olive oil is an ingredient that unleashes flavors in foods that would not otherwise be tasted. The vinegars offer a way to enhance ingredients through adding wholesome acidity. Olivada is not only selling these product but rather sharing a way of life.

All hail oil and vinegar.

Amy Verhey

Summer 2012 Food Warrior

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