Morocco Gold launches single estate extra virgin olive oil into high-end London stores


Morocco Gold

Morocco Gold, the award winning single estate, extra virgin olive oil, from olives grown and pressed in the foothills of the Atlas Mountains; has secured its first major retail listings in Central London. From this month, Morocco Gold will be available to shoppers in the food hall of up-market department store Fortnum and Mason, as well as being on sale in premium food store Partridges, London. Both retailers have the royal warrant.

Morocco Gold is the first Moroccan Extra Virgin Olive Oil in the UK market – and was brought to the UK in a unique British-Moroccan business partnership.

This superior quality oil has a subtle yet distinctive green fruitiness which comes from the Picholine olive. The oil has a fresh and vibrant flavour with a hint of herbs, a clean light finish, and the distinctive peppery sensation of extra virgin quality olive oils.

The sophisticated, integrated bottle design, incorporating a tamperproof cap and pourer insert, together with gold embossed finishing will create a real presence on the shelf.

Bob Watson, director and co-founder of Morocco Gold says: “We are delighted and excited to have arrived in London with new listings in both Fortnum and Mason and Partridges. Both retailers are high-end and have a royal warrant, so it’s a perfect fit with our luxury single estate, extra virgin olive oil and foodie target consumers.

He continues: “It’s perhaps not a coincidence that these new listings come at a time when traditional European olive oil producers in Italy, Spain and Greece have been plagued by drought and disease which has seen prices soar and accusation of fraud and adulteration. Morocco Gold however is fully traceable, rigorously tested throughout its production to guarantee provenance, authenticity and extra virgin quality. With Morocco Gold we are looking to restore consumer confidence in the extra virgin olive oil sector again and set a new standard for authenticity in the market.”

Nestling in the foothills of the Atlas Mountains, the Beni-Mellal region, about 200km from Marrakesh, benefits from a unique micro-climate ideal for olive cultivation. Centenary trees and traditional maasras (presses) testify to the centuries of olive cultivation since the Romans. Sustainability and care for the environment are at the heart of the olive production.

Morocco Gold olives are grown using only natural, traditional methods and generations of knowledge, hand-picked early in the season when the fruit is young, then cold pressed within 24 hours of harvest to guarantee extra virgin quality. The oil is pressed by a local cooperative which actively supports schemes to create employment for women in agriculture. Empowering women to participate in agricultural co-operatives gives them greater influence over household income and expenditures – which typically helps to reduce household poverty and benefit children.

Consumer sampling will be taking place in store at Fortnum and Mason on Friday 3 August 11am-4pm and further dates are being lined up for sampling at Partridges.