A while ago I tentatively booked our first market. It will be at the beautiful village of Sherston, just outside Malmesbury, on 16 April 2016. It seemed like an age away back then, but now it seems scarily close. It also seems like we have been preparing the marketing end of the project forever and it is about time we got out there.
We spent the winter of 2014-15 asking everyone we know about business names. To us, the project had always been called ‘Maiorana’ after the name of the Contrada where our grove is, a place Paolo took me to when we were 23 on our first 2 week round tour of Sicily as a young couple. When it was so hot I nearly went mad. When we were so broke we forced ourselves to chose either a pizza for dinner (and sleep – or rather get eaten alive by zanzare in the Fiat punto) or a place at the campsite and a sandwich (pizza nearly always won). Where we watched Inti Illimani in concert, talked to two men on hunger strike to call attention to sacked whistle blowers in the Fiat factory at Termini Imerese, and had the pleasure of listening to a mad mafia underdog riding through the square offering to sort everyone out ‘ci penso io!!’. Where we saw beautiful Greek and Roman ruins, gorgeous Byzantine mosaics, swam off stunning beaches and met all of Paolo’s relatives. We only just made it back to Catania before the Fiat completely died. Literally in front of the house. It was a great summer. So you can see why when I first saw Maiorana I fell for it, it was the complete package. It was here I fell for the idea of roots in the land, having roots in a place, and maybe through my eyes, Paolo saw his treasure in a new light. So Maiorana was a name that was highly charged. But it wasn’t, ultimately the right name for our Oil. Our many emails and WhatsApp focus groups approved of Alivu – Olive in Sicilian. The gmail address was promptly bagged.
So we had a name, but what about our brand? We came up with our design brief, after much searching on-line. Last spring our lovely friend Piero designed our logo and labels (he even gave us a choice of two fantastic, quite different designs). It was Piero who had told us to get in touch with his uni mate Vincenza, who, he said, was doing something similar somewhere in central Sicily. It turned out that Vincenza was based in Villarosa, the tiny town where our groves were located. Then it turned out that Vincenza was a super-star, she helped us get on the Erasmus programme, and shared with us a huge amount of hard earned knowledge about making and selling EVOO. Maybe we should have called the oil serendipity? Nah….
So last summer, armed with our two draft labels we returned to the UK to escape the heat, see friends and family, recce our new base, and, why not, show everyone we came accross our two potential labels / logos to canvas their opinions.
The decision was nearly unanimous. The logo was chosen. Then the real bureaucracy began. In November 2015 we came back to the UK full-time, and started ticking things off our to-do list: first we incorporated the company (after spending hours trying to work out what was the best structure for us); then set up the business bank account and the card payment machine. Next it was registering with the Food Standards peeps at Wiltshire.gov, getting the oil analysed, and with the official wording approved of (you can’t just write any old thing, your mildly fruity and medium fruity is a highly regulated world) we could finalise and print the labels. We pre-sold oil to our lovely friends (it’s coming! Sorry for the delay!)
What’s to do now in terms of marketing? Nearly everything. The website is making tiny steps forward, but is still a mile away from launching. At least we have bought the domain name. How are you supposed to do all this? I don’t think even the swishest PM tool or Gantt chart would help. Two kiddos need our attention and it’s easy to put them first. They are cute and loud. Now Paolo is burning the midnight oil and working on a banner, having just finished the business cards (we knew all those hours spent on photoshop for his PhD would come in handy – transferable skills).
So Sherston here we come, complete with card payment machine, banner and business cards. Probably some cute, loud kids as well. Fingers crossed the oil is shipped over in time.