Italy's favorite Extra Virgin
Olive Oil comes to America
In Italy, Monini is a family, an Olive Oil,
and permanent fixture in Italian cuisine.
Now Monini S.p.A., of Spoleto, has established Monini North
America, Inc., to bring the finest extra virgin olive oil
in all of Italy to America's tables.
Zefferino Monini uses 100% Italian olives to achieve the signature
Monini flavor first created by his grandfather in 1900.
The consistent, balanced taste of Monini Extra Virgin Olive
Oil is versatile and compatible, making it the #1 brand of
Extra Virgin Olive Oil in Italy. Monini North America looks
to introduce American palates to its yellow label, and establish
Monini extra Virgin here as the golden standard.
Extra Virgin Olive Oil accounts for 85% of the company's production,
and will lead the brand in America, with 500 ml and 750 ml
bottles. It is suitable for all uses from cooking to salad
dressing. Monini's popular "Fruttato" variety will
also available here. It is less filtered, with a richer olive
taste, and is more often used as a garnish or in dressing.
The company will also offer an olive oil produced from organically
As a special treat, the company plans to import a seasonal
variety called "Il Monello." This novello extra
Virgin Olive Oil is produced from the first harvested olives
in the south of Italy. Like a Beaujolais nouveau, it is a
precious speciality to be enjoyed in season.
Monini North America plans to develop the existing US and
Canada business, from a $6 million enterprise in 1999 to $20
million by 2003. They believe that America is ready for a
higher quality product and that the family's commitment to
the highest quality production and best raw materials will
be realized in both the retail and foodservice markets. In
fact, many top Italian restaurants in Manhattan and Chicago
use and serve Monini Extra Virgin Olive Oil.
Sophia Loren, who recently published a book of her favorite
recipes, uses Monini in her own kitchen.
"We want to reach as many consumers as possible by
strengthening our position in the New York and Chicago markets
as well as new areas," said Marco Petrini,
president of Monini North America, Inc. "This
will take time and the necessary investment, but the Monini
names deserves to be recognized as a quality brand in the
North American market. When customers have a chance to try
our Extra Virgin Olive Oil, they immediately understand the
difference between our product and the one they were using