We are terrible businessmen. If we cared only about profit, we would wait until the olives are black, ripe, and falling off the tree before we harvest them.

Why? Because ripe black olives are full of oil. You get way more liters per tree. It’s cheap, it’s easy, and it’s efficient.

But we don't do that. We harvest early, when the olives are still green, unripe, and stubborn.

The Trade-off: Green olives yield much less oil. It takes way more olives to fill a bottle of Argo than it does for the generic stuff.

The Reward: Green olives are where the magic is. That’s where the polyphenols (health benefits) and the flavor live. That grassy, electric, vibrant taste only comes from early-harvest fruit. Ripe olives make oil that tastes "flat" and greasy.

So yes, we get less oil. But the oil we do get is liquid gold. We think it’s a fair trade.

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