This guy at the market in Mainz has got his marketing mix absolutely spot on
Olive oil. Nothing else. One variety.
€23 a litre. €13 for 0.5l, €7 for 0.25l
Only at the market. Only on Saturdays. Only 4 times a year.
Promotion (This is the best bit.)
The bottles have a simple, typed label, they’re wrapped in Italian newspapers, he claims that the variety is Olivastra, a heritage olive that grows close to the tree line and is frost-tolerant down to -15ºC.
He’s only got 200 of them.
And they’re 800 years old.
He looks just like Catweazle.
With a funny hat.
I’m tempted to believe that he’s a suit like the rest of us during the week, that he dons his Catweazle persona at the weekend and if you look in the back of his van, you find a big pile of Aldi olive oil (€5 a bottle) labels that he’s soaked off the bottles, plus one of those flash banknote counting machines.
Except his olive oil is phenomenal.
Unfiltered, herbaceous on the palate and a long, long peppery finish that never wants to end.
By my reckoning, he’s back in January….