Discovering Coratina: The Rise of Olive Oil Varietals in America

When I first entered the wine industry straight out of university, my knowledge of wine was surprisingly limited—despite having grown up in Belgium and France. You’d think I’d have a head start, right?

My first job was with the Gallo wine company in Denver, Colorado. At the time, Gallo owned its own distributor in the state and was often referred to as the “Procter & Gamble” of the wine industry. After completing their renowned sales and marketing bootcamp, I was thrown straight into the field. It wasn’t long before they recognized that my strengths extended beyond sales—I had a natural flair for marketing too.

Back then, the American wine market was still relatively unsophisticated. Most consumers simply chose between red or white, without much thought given to varietals. But everything began to shift. Suddenly, people were paying attention to what kind of wine they were drinking—Cabernet Sauvignon, Pinot Noir, Chardonnay, Merlot. The rise of varietal labeling changed the way Americans bought wine, and it has remained the norm ever since.

We’re now seeing a similar evolution in the world of premium olive oil.

Over the past few years, varietals—or monocultivars—have started appearing on olive oil bottles. Names like Coratina, Hojiblanca, Picual, and Pendolino are showing up more and more, signaling a shift in consumer awareness. Each olive variety brings its own distinct flavor profile, and people are becoming increasingly selective about the oils they choose—not unlike how they choose wine.

At The Virgin Organic (TVO), we decided to lead with two distinctive olive varietals for our launch: Coratina and Picual.

While we plan to expand our portfolio over time, I want to focus on Coratina—the olive that kicked things off for us.

The Coratina olive is one of the most ancient and respected cultivars in the world, originating from the town of Corato in Apulia (Puglia), Southern Italy. It’s been cultivated there for centuries, and today the region’s orchards are still dominated by this variety. Ironically, though, Coratina remains rare in California. It requires more diligence and care to grow, which may be why so few attempt it.

We’re proud to be among the few organic growers of Coratina in California.

Coratina produces one of the most robust olive oils on the market—bold, peppery, and full of character. It’s also packed with polyphenols, powerful antioxidants that support heart health, strengthen the immune system, and offer anti-inflammatory benefits. Our 2023 harvest boasts a polyphenol count of 609, which is exceptionally high.

So next time you're shopping for extra virgin olive oil, don’t just reach for the generic bottle. Look for a varietal like Coratina. And if you're seeking something truly special, try our Organic Coratina Extra Virgin Olive Oil.

It’s more than just olive oil—it’s an experience.