My story
This story comes from the moment in Tuscany when I first tasted real, fresh extra virgin olive oil from the early harvest.
In the middle of the meeting room at the oil mill, we literally poured the oil over fresh fennel and bruschetta, while drinking red wine. That taste of fresh oil… you can’t forget it. That was the first time I understood what quality extra virgin olive oil really means – and why almost nothing we have on store shelves is even remotely like it.
As I looked through the pictures and notes that evening and thought about what I had experienced that day, I felt something I had previously only known from basketball. A feeling: “ This is it. This is what I want to do. Find stories like this and share them.”
And that's exactly why Bittergreen was created.
Because this feeling is so hard to explain. Because there is so much bad oil on the shelves that we have become accustomed to average. And because I wanted to create something where I could share that difference – between bad, average and top-notch – with others.
Bittergreen is not just an oil. It is a platform, a community, a place for knowledge, experience, and a taste that most people have never really tried.
– Aljaž Urbanc, founder of Bittergreen
NOT EVERY OIL LABELED “EXTRA VIRGIN” IS EXTRA VIRGIN
The problem is not lack of choice, but trust.
Climate change and record olive prices have led to an increasing number of oils of dubious quality appearing on the market. Many are labelled extra virgin but are not, as is confirmed by official data on the increase in fraud in the EU in recent years.
You pay a premium price, but you rarely know which oil you can really trust.
We build a community on trust.
Through education, tastings, and events, we spread knowledge about olive oil and encourage conscious choices of quality.
Bittergreen connects people who believe that authenticity begins with understanding and that taste says more than a label.
