The PrimOli Project was born in 1988 from the intuition that, even in the extra virgin olive oil market, a new consumer profile was becoming more and more careful to seize quality as an expression of typicality. As for the wine, in fact, the organoleptic profile of an "original oil" depends on the combination of different agronomic factors in turn influenced by local traditions and experiences. Until then, however, those who sought the pleasure of an oil whose quality is intimately linked to a specific "terroir" had no alternative but to directly address the world of production; outside of that context, the offer was in fact still flat on extra-virgin olive oils with a substantially undifferentiated taste, and those who bought in large retailers had no other choice but the one based on the fruity note: "intense" or "delicate". Primoli takes this opportunity and decides to innovate the market by launching, on a large scale, a range of extra virgin olive oils produced and bottled in the most prestigious areas of Italian origin. The first steps of PrimOli anticipate a concept that would soon be the foundation of the community law establishing the Protected Designation of Origin oils, a standard to which the company immediately conformed. In a few years PrimOli has managed to carve out a central role in the meeting between the world of production and the international market interested in Italian gastronomic excellences, helping to build a market niche in which it is still the protagonist.