Name: Mattei Olive Oil
City: Winchester
Website: http://felipemattei.com/
Actor and olive oil expert Felipe Mattei deliberately markets the fine olive oil his company sells like wine. He describes it using terms like vintage, aromas and body, all of which are borrowed from the wine industry, but also apply to fine olive oil. Using terms from an already mature industry enables people to quickly understand and associate his products with specific emotions.
He also differentiates his products by suggesting different oils for different dishes. Felipe believes entrepreneurs should assess the option of marketing their products by building on an already established concept to bypass the learning process.
Instead of setting up street market stalls to sell his products like food, Felipe markets his olive oils in the wine enthusiast’s rabbit hole. He approached major wine companies such as Majestic Wine, displaying products directly to customers who were already very likely to be interested in them, enriching their experience with suggestions of dishes paired with olive oil and wine and also making more sales.
Felipe followed some advice he received from former Dragons’ Den investor Doug Richard, by finding a business bigger than him that would benefit from him standing on their shoulders.
Felipe believes in educating people about deceptive beliefs imposed by large corporations and helping people indulge in honest food and high quality olive oil.
Felipe Mattei is the founder of Mattei Olive Oil
