As I’ve gotten older I have slowly morphed myself into something of a pretty good chef. And as I’ve taught myself to cook, I’ve found that a lot of it is about having the right tools and quality, fresh ingredients. And one thing you should never skimp on is olive oil. So I really wish I could find some Simunovich Olive Oil in my local market. It is supposed to be amazing. And looking at their web site, they do exactly what Seth Godin suggests, they tell a story when they market their product:

To us, extra virgin olive oil is not simply a matter of good health and good taste, although obviously these are our ultimate goals. No, to us this is a lifestyle, a trade and a craft which has been passed down from generation to generation through the Simunovich family