Costly vs. Expensive

When you set out to create the finest product in its category, you quickly face financial realities that most brands never have to confront. As the founder of The Virgin Organic – Certified Extra Virgin Olive Oil, my goal was simple: produce the best extra virgin olive oil in the United States. A straightforward mission—but one that requires an extraordinary level of dedication and hard work to achieve.

The truth is, many producers worldwide take questionable shortcuts to bring their products to market. I refused to be one of them. My commitment was to ensure that every bottle of The Virgin Organic represents the absolute best in its category—a standard that comes at a cost.

The Difference Between Costly and Expensive

During the development of The Virgin Organic, I came across a 60 Minutes segment titled “Hermès and the Success of the Birkin Bag.” It’s a must-watch. In this interview, Pierre-Alexis Dumas takes viewers inside the Hermès workshop in Paris, where he is asked about the pricing of their handbags—specifically, whether cost plays a role in production decisions.

His response struck a chord:

“I always hear that Hermès is costly. It is not expensive; it’s costly.”

When asked to clarify, he delivered a powerful distinction:

“The cost is the actual price of making an object properly, with the required level of attention, so you have an object of quality. Expensive is a product that doesn’t deliver what it’s supposed to, that you’ve paid a large sum for—and it betrays you. That’s expensive.”

This philosophy perfectly reflects our approach at The Virgin Organic. Our olive oil isn’t expensive—it’s costly. Why? Because we refuse to compromise on quality. Every decision, from farming to bottling, is made with meticulous care to ensure we deliver the finest product possible.

A Commitment to Excellence

At The Virgin Organic, we are dedicated to producing the highest-quality extra virgin olive oil—and as we grow, we will continue to set our standards as high as the stars.

Thank you for your trust. We are deeply grateful for your support.

Bernard C. La Borie
Founder, The Virgin Organic (TVO)