We have just recently started taking orders for this year’s olive oil production. The harvesting and pressing of the olives in Amelia will take place in November and December. We will receive our shipment in Vancouver in early February 2007. Our idea is to have people order their year’s supply of oil and put a deposit down on their order now; this not how shopping in North America usually works. It is hard to get people here to think about buying a year’s supply of anything! People are used to getting their olive oil at the supermarket when they run out of the little bottle they have. In Italy, people buy a year’s supply because they know that olive oil is a product that is seasonal and only available fresh once a year. They also understand it should be consumed within a year. If you want the good stuff, you have to learn to plan ahead. Our challenge is to change Canadians’ eating habits and shopping practices. This is not an easy task and might not happen right away, but I am convinced that once people start using our oil they will start to understand. Many customers have told me they have no idea how much oil they use in a year. I keep saying that it is more than you think. When you use good oil, you want to drizzle it on everything. I have pretty much stopped using butter and have gone to extremes such as putting olive oil on my toast in the morning. Another aspect to consider is that olive oil is good for you, so don’t hold back. A friend recently sent me this article from the Guardian newspaper in England, which sings the praises of olive oil as a healthy ingredient.