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Times
2 days ago
- Business
- Times
Lessons from an olive oil sommelier
We've all heard of a sommelier, right? The highly trained nose responsible for selecting, pairing and serving wines in restaurants — all based on a deep knowledge of grape varieties, regions, vintages and tasting techniques. However, there's a new breed of sommelier in town, and this time they're not sipping on hearty malbec or assessing the mouthfeel of a chardonnay. Instead, they are all about the olive — olive oil that is. It's hard to know just how many olive oil sommeliers there are in the UK, but Sarah Vachon is one of them. Through her company Citizens of Soil, Vachon is on a mission to get us to rethink how we use the golden liquid. Founded in 2021 by Vachon and her husband, Michael, Citizens of Soil provides olive oil subscriptions (starting from £15 per month) through its Olive Oil Club — with oils responsibly sourced from across the Mediterranean. It has also grown into an olive oil brand stocked by Selfridges, Fortnum & Mason and Waitrose, among others, and used in some of London's top restaurants (although many Michelin-starred chefs apparently prefer to work with oil from mild olive oil varieties so as not to affect the flavour of their cooking). The temperature is suitably Mediterranean when I meet Vachon in the City of London office that Citizens of Soil calls home, for a crash course in all things olive oil. She lives and breathes the fruit — even wearing a discreet pendant engraved with an olive branch. It all started on a holiday to visit friends in rural Greece. There the couple fell in love with the complex flavours of the olive oil they encountered, and started to bring some of the oil back as gifts for their friends in the UK and US. Investigating just why this oil tasted better than the bottles on the supermarket shelves, the couple discovered an industry dominated by anonymised production. Citizens of Soil counters that by putting producers — and, principally, female producers — at the heart of the product. The farmers' names are included on each bottle, they are paid above the market rate and are encouraged to use regenerative farming practices. All this has led to Citizens of the Soil being rated a B-Corp (a company that meets high standards of social and environmental performance, accountability and transparency). The holiday also kick-started Vachon's journey to becoming a fully fledged olive oil expert. She started by gaining experience on the ground. 'I had been doing harvest and gone to mills and had already started doing work days with producers,' she explains over some cups of olive oil. 'I'd reach out to international olive oil judges and pay them to do a workshop just so I could learn.' Vachon formalised her training in tasting, assessing and sourcing the finest oils in the world through a year-long course at one of the principal training grounds for the olive oil sommelier, ESAO (the Escuela Superior del Aceite de Oliva) located in Valencia, Spain. This training allows her to guide and educate others in broadening their olive oil palates. Be prepared to learn the difference between the bold, peppery finish of a Tuscan batch and the green, grassy balance of lesser-known regions like Croatia and South Africa. There are over 1,000 varieties of olives, from the Tsounati of Greece to the Mission of California, each with its own nuances. 'They can each have different nutritional benefits and flavours and things that they can do,' Vachon explains. 'But also you can take those varieties and you can transplant them to different hillsides of the same area and they'll taste different. It's the same concept we have in wine, this element of terroir.' It turns out that anywhere that's good for growing grapes is also good for growing olives — with South America the next frontier. The first stage in getting to grips with these nuances is honing your senses. 'Smelling everything really trains you,' Vachon explains as we start the tasting process, 'because if you don't know what something smells like, you can't identify it.' Olive oil tasting uses special cups shaped like mini wine tumblers. These cups are made from dark coloured glass so the colour of the oil is obscured and cannot subconsciously affect the tasting. Blue and red are popular, but Citizens of Soil's next venture, the Olive Oil Clubhouse, uses black. Planted in the heart of Notting Hill from 17th to 28th July, the pop-up Clubhouse will immerse visitors in all things EVOO as the UK's first-ever olive oil bar. There will be olive oil tastings (complete with little black tasting cups), talks from nutritionists, soft serve vanilla ice cream or chocolate sorbet courtesy of cult ice cream brand Happy Endings topped with olive oil, and even complimentary golden-hour cocktails. All this plus a well-stocked olive oil shop. 'Colour is no indicator of quality in extra virgin olive oil,' Vachon says. The shape of the cup is also significant. Much like with wine tasting, this allows the oil to breathe. The tasting begins with us warming the oil with our body heat by cupping the glass with our hands — one on top and one on the bottom — and rotating the glass back and forth. 'This allows the compounds to activate to kick off the flavour and the aromas,' Vachon notes. Although a little heat is a good thing, too much heat is a no-no. 'If someone doesn't package it right or if they keep it in a clear bottle, or keep it near their stove … keeping it near a stove where it's getting heat all the time, even in a dark glass bottle, can ruin an amazing oil.' This is because too much heat accelerates the oxidation process, breaking down the oil's beneficial antioxidant compounds. Then, we smell. 'The wonderful thing about polyphenols, which are the antioxidant compounds that everyone's talking about, is that you can smell them and you can taste them,' Vachon explains. 'So what I tell people is, look for the smell of life. You need to smell plants.' We start our tasting session with one of Citizens of Soil's more delicate, Greek oils. It smells crisp and fresh, with herbaceous notes and, to Vachon's expert nose, red apples. 'There's all sorts of things you might smell, but it's the smell of life that you're looking for, because if that's gone away, that means that oil could have a defect or it's no longer fresh.' Next comes the actual tasting. Again, it's similar to wine tasting. Take a sip — no more than a teaspoon — and aerate the oil in your mouth, allowing it to coat the palate. Do this by sticking your tongue on the roof of your mouth and sucking in air as you splash the oil around your mouth. What you're looking for is an astringent feeling on the palate — maybe a bitterness, maybe a slight sharpness. The second oil we taste is an intense Spanish oil harvested in November 2024 by Marina Segura Gómez and her father, Manuel (who have been producing olive oil for Citizens of Soil since 2023), available in small batches from their groves in Andalusia. Alongside more tomatoey notes, it's distinctly sharper on the palate than the Greek oil. One of the markers of a quality olive oil is the acidity level. 'That has to be under 0.8 per cent,' Vachon says. 'We've never brought in anything over 0.4 per cent. Before I even work with a producer, I look at their labs, even from the previous years, because that lets me know the shape that the fruit was in before it went to the mill. How quickly did they get it in there? How clean was the mill? Was the fruit damaged?' In the case of Marina's oil, the acidity is always under 0.2 per cent. That's partly down to the productions methods used — she has a mobile mill, which means the oil can be produced as soon as the olives are harvested. The third aspect of the olive oil tasting is a pepperiness — 'it could be like a little tingle,' Vachon says. 'Sometimes it's a sharper pepper that'll actually make you cough.' That's quite apparent in the third oil we taste, a limited-edition Cerasuola olive oil from Syracuse in Italy. 'This year is a little bit punchier just because the climate was so stressful,' Vachon says, 'and when the olives get stressed, much like grapes, they put out more antioxidants and more of these polyphenols.' This in turn means a more peppery taste. While we mainly associate olive oil with drizzling on salads or frying food — both valid uses — there are also some more inventive approaches. The Spanish oil we taste pairs really well with acidic fruits like mango, or pineapple. Meanwhile, many of the female olive oil producers that Citizens of Soil work with enjoy olive oil on yoghurt with seeds and honey for breakfast — or even blended into matcha. Citizens of Soil has made a conscious effort to prioritise female-led production and support a new generation of farmers, actively working to partner with farms that are at least 50 per cent female-run. This includes producers Juan Olivares, an agronomist, and Carolina Domínguez, who works with endangered species, in Spain — two friends who have combined their olive groves. Younger women entering the field represent not only essential new labour in an often ageing field but also a cultural and environmental shift in how farming communities are shaped. This summer, Londoners can experience Sarah's expertise and Citizens of the Soil's products first hand at the Olive Oil Clubhouse, where they can sip on tomatinis served with pan con tomate drizzled in liquid gold, explore pairing olive oil with peaches, and eat on EVOO-infused pastries (the dates of events and offerings vary, check the website for full details and timings). Although this is only temporary, Vachon hopes that it might be the first step on the way to a more permanent iteration — perhaps featuring everything from visiting producers to wellness and skincare. Find the Olive Oil Clubhouse at 2 Blenheim Crescent, London W11, July 17-28
Miami Herald
07-07-2025
- Business
- Miami Herald
8 strategies to keep customers coming back to your business
8 strategies to keep customers coming back to your business Building a loyal customer base is essential for any business. Not only is retaining an existing customer more cost effective than acquiring a new one, but forming authentic connections with your core audience can also provide additional benefits-from valuable data that inspires a new product line to compelling user-generated content from your most enthusiastic buyers. Consumers have a lot of choice when deciding where to spend their money, so how do you ensure your brand is one they keep coming back to? Shopify asked brands this very question. Their answers can help inform your own marketing strategy. 1. Incentivize subscriptions A strong subscription program can provide stable, recurring revenue month after month. The key is motivating new customers to opt in-while continuing to provide value to existing subscribers. It's a model that can be adopted whether you have a product- or service-based business. Sarah Vachon launched direct-to-consumer olive oil brand Citizens of Soil using a subscription framework, but it was when she rebranded the business model to an experience-based club that she really resonated with customers. "We changed the CTA on the site from 'Subscribe for refills' to 'Join the club,'" Vachon says on Shopify Masters. "That small step really transformed not only our sales, but how we thought about our whole business." Every month, subscribers get a different hand-picked (and ethically sourced) oil straight from a small farm. Each box also contains recipe suggestions and other extras, like tasting notes. Claudia Snoh, who cofounded the premium coffee company Kloo, knew early on that subscriptions just made sense. But during the brand's soft launch, she discovered that the price per bottle and shipping fees were deterring customers. So Snoh course-corrected, cutting the price and looking for ways to appeal to subscribers. "We have a $7 bottle discount, which is very unusual for a DTC brand," she says. "And, of course, we got rid of the shipping fee. Instead we upped our minimum quantity to two bottles per order, so we were able to really satisfy our customers' needs by reducing the price and eliminating the shipping fee, but it also actually made us more profitable on the unit economic side." Kloo subscribers also get exclusive gifts, invites to special events, and early access to new products. 2. Carve out a niche It might seem counterintuitive, but trying to appeal to too broad of an audience might cause your sales to fall flat. Consumers connect to authenticity, and brand messaging that tries to appeal to everyone could wind up pleasing no one. Getting hyperspecific and zeroing in on your core demographic can help you fine-tune your offerings-and have a greater impact. This has been a big driver behind Guru's growth. The organic energy drink company steers away from broad marketing campaigns and leans into communities that embody its brand values. Customer data is key here. "We identified that the pre-workout occasion with the running community really resonated with our consumers," says Shingly Lee, Guru's vice president of marketing. Guru took that information and partnered with one of Quebec's largest run clubs to connect with that niche and get authentic feedback on its products. "In the world of marketing, focus makes you bigger, not smaller," Lee says. 3. Reward customer spending More than 80% of consumers surveyed in 2023 by performance marketing agency Merkle said they'd likely purchase from a brand more frequently because of their participation in a loyalty or rewards program. The idea behind these programs is to gamify the shopping experience, allowing customers to bank points they can cash in for real rewards-whether that's exclusive savings or free products. The beverage company Liquid Death doles out rewards to customers who create an account and then buy products, engage with the brand on social media, write a review, or refer a friend. Points can be traded for free brand merch. Skin care brand Jaxon Lane follows a similar structure, offering 100 points for simply creating a rewards account. Customers can swap points for specialty discounts. "Acquisition costs for ad spend to get new customers has just risen exponentially over the last few years," Jen Yu, Jaxon Lane's cofounder, tells Shopify. "So we launched a loyalty program earlier this year. You can accrue points [when you] make purchases and refer friends." 4. Appoint ambassadors A type of influencer marketing, ambassador programs are typically longer-term partnerships rather than one-off ad deals. While the main goal of ambassador programs is to recruit new customers to your brand, they can also be used to reward your most loyal customers with perks like free products, discounts, and event access in exchange for content. And who better to speak on your brand than the people who believe in it most? "We honestly have always pursued influencers and ambassadors that really are fans of our brand. That has always been the strongest thing," says Alex Penfold, cofounder of Jaxon Lane. "Does this person love your brand? Are they with you on the journey? Do they really believe in you?" If not, potential customers will likely sense the inauthenticity and be turned off. Whether your ambassadors are professional content creators, enthusiastic customers, or industry experts, it's always a good idea to create guidelines to ensure they're posting at an agreed-upon frequency and putting out content that's aligned with your brand voice and values. 5. Host unique events Live events, whether they're held virtually or in person, can be a great way to build your community-and strengthen your relationship with your customers. These could include educational events like workshops, tutorials, or panels; insider access to new product launches; or meet-and-greets with industry leaders. You could even take it one step further and host a customer trip. Brands have historically reserved these exclusive getaways for influencers, but many are shifting to a customer-centered approach. In 2024, the hydration brand Waterboy whisked 12 loyal customers off to Cabo, and they have another trip in the works to Tulum. "Our customers are the ones who make our company what it is," says cofounder Mike Xhaxho. "Obviously we work with a lot of creators and influencers and really appreciate their help too, but oftentimes, they are fortunate to go on all these trips and customers usually don't. So how can we give back to customers?" Liquid Death put a different spin on live events, bringing its VIP Liquid Death Country Club experience to the 2023 music festival scene. The tour hit Bonnaroo, Coachella, and other major music events. Members got access to free products, tattoos and "horrorscope" readings. "People love drinking Liquid Death at concerts. We're huge with music venues," says Andy Pearson, Liquid Death's vice president of creative, adding that these events made for a natural brand fit. 6. Ask questions The best way to understand what your customers want is to ask them. That's where customer feedback comes in. When done right, it can unlock a gold mine of customer insights. No one knows this better than Grace Lee Chen, who founded Birdy Grey to connect bridesmaids with affordable dresses. Customer input was a driving force in developing the brand, which relied on everything from social media polls to traditional surveys to product reviews. "We really analyze feedback so that we can serve the customer," says Chen, who adds that Birdy Grey now has an Instagram broadcast channel that allows them to get direct insights from brides. Kloo's founders spent more than a year gathering feedback on products, sourcing, sustainable packaging, production, and logistics before launching. "We asked for lots and lots of feedback from customers," Snoh says. "I would text them, email them, ask to speak to them on the phone." But what matters most is what you actually do with that feedback. Both Snoh and Chen used it to inform their next steps as a business. That may nudge you to adjust your marketing plan or tweak your offerings to better serve your customer base-and give you a leg up over the competition. 7. Add personal touches One simple way to keep customers coming back is to make them feel special. To prevent each sale from feeling like an anonymous transaction, consider adding some personal touches to show your gratitude and welcome them to the brand. Their Jewelry, which specializes in sustainable, unisex accessories, provides a handwritten note with every order. "Those personal touchpoints make you feel seen. They make you feel heard," says cofounder Lauren Ludwig. "I just want everyone to have a really special experience when shopping with us, and I want them to know how much their order and their hard-earned money means to us." Jaxon Lane takes a page from the same book. "We're competing with Amazon, right?" says Yu. "We have free shipping we'll do for our customers that have ordered many times. We throw in surprise gifts for them. We write them handwritten notes. We do everything we can do to help our customers be successful in their skin care journey and just enjoy shopping with us." 8. Expand your product line A limited range of offerings could put a ceiling on your growth. Marc Barros, founder of Moment, doesn't know if his business would be thriving today if he hadn't expanded his product line. The brand first specialized in mobile photography equipment but has since branched out to lenses, accessories, digital courses, and more. This very much reflects the journey of its customers. Many started by filming videos on their phone but are now shooting on a camera or exploring filmmaking. "It's been fascinating seeing the growth of the customer evolution, and we've just grown Moment to keep up with it," says Barros. "Otherwise, if we had stayed with probably the original five or six products, I'm not sure we'd still be here." When Kristen Pumphrey, cofounder of P.F. Candle, noticed a subsection of customers dropping off in favor of more luxury candles, she created a premium line to capture their attention. She also believes in the power of saying yes to opportunities-even if you aren't sure how to do it. She did just that when Urban Outfitters asked P.F. Candle to make incense. "And now incense is such a fast-growing product segment for us," she says. "People are obsessed." The company has also grown to sell reed diffusers, room and linen sprays, candle accessories, and more. This story was produced by Shopify and reviewed and distributed by Stacker. © Stacker Media, LLC.
