Creating your own Extra Virgin Olive Oil (EVOO) brand is an exciting project. But it’s also a path full of decisions—some of which, if not made correctly from the outset, can cost you time, money, and a great deal of frustration.
In this article, we share with you the most common mistakes made by those trying to launch their own brand without proper preparation.
This is not a comprehensive guide or a step-by-step solution—that’s what we work on in the ESAO Master Program—but it is a valuable warning if you're just starting out
This is probably the most frequent mistake. Many producers—especially those who inherit an olive grove—trust that their oil is so good customers will immediately recognize its value.
The reality: the market is full of excellent oils. Success doesn’t depend only on the product, but on how you present it, how you communicate it, and who you sell it to.
At ESAO, we work intensively on brand positioning so each project has a well-defined identity.
It may seem like a small detail, but the label is one of the main causes of legal issues for newcomers.
Common mistakes include:
Omitting mandatory information
Using incorrect terminology (like “Extra Virgin” without official analysis)
Adding unauthorized logos or claims
Not complying with minimum font size or contrast requirements
The result: product withdrawal, fines, or needing to reprint everything.
In the ESAO Master, we teach you how to create a legal, attractive, and coherent label from the very first draft.
Another common mistake is failing to properly calculate all costs: bottles, labels, lab tests, health registry, website, transport, design, commissions, and more.
Many people launch their first campaign without knowing the real cost of producing a single bottle—and therefore can’t set a profitable price.
It’s crucial to create a realistic cost plan, even for small-scale production.
An olive oil brand can’t appeal to everyone. If you try to sell to everyone, you’ll likely connect with no one.
Some go for the gourmet channel, others aim for international markets, or organic stores…
Without focus, there’s no strategy.
You must define your ideal customer and craft a message that truly resonates with them.
It’s common to take the first steps with help from people close to you: a cousin who builds websites, a friend who “knows about exports,” a nephew who’s a designer...
While this network can be useful in the beginning, it doesn’t always guarantee quality or results. The risk is ending up with a poorly defined brand, a slow website, or a sales strategy lacking professionalism.
At ESAO, we connect our students with professionals in the olive oil sector.
Another very common trap: doing “what everyone else is doing.”
Labels with olive branches, generic names, colors identical to competitors…
In a saturated market, if you don’t have a clear point of difference, you’ll drown in indifference.
Work on your value proposition so you know what makes you unique—and how to communicate it effectively.
This is the mistake that sums it all up.
Launching a brand without technical, legal, and commercial training is like building a house without a blueprint.
Those who skip education often:
Spend more than necessary
Make decisions based on gut feeling
Waste time repeating tasks
Never reach sustainable sales
Our students tell us that the ESAO Master saved them years of trial-and-error and thousands of euros in poor decisions.
Launching your own olive oil brand is an exciting project that can be life-changing. But for it to work, you need a solid foundation.
Avoid these mistakes from the start.
Learn from those who’ve already done it.
Get the training you need to build something sustainable and profitable.
Before taking the leap, we recommend reading this step-by-step guide to building your olive oil brand, published by ESAO. It’s the perfect complement to the tips above.
At ESAO, we’ve spent years helping people like you—owners of small groves, full of enthusiasm, and determined to do things right.
🔗 Learn more about the Master in Olive Oil Consultancy – ESAO
Let’s finish with a piece of advice from Bill Gates, founder of Microsoft:
“Investing in education and training is the best use of money.”
When asked, "What’s your best financial advice for someone earning under $100,000 a year?"
His answer was: “Invest in your education.”