Tomorrow's Bites with Andrés and Sjacco Can This Startup Fix the Olive Oil Industry? - With Roos Roelofs Co-Founder of OlvLimits #88
Jul 2, 2025
Roos Roelofs, co-founder of OlvLimits, dives into the problematic olive oil industry, revealing that up to 80% of what's on shelves might not be genuine. She highlights how bitterness can indicate quality and explains the health benefits of high-polyphenol early-harvest oils. Roos discusses their commitment to transparency and consumer education through QR codes, helping customers discern real quality. With a unique marketing approach that avoids traditional ads, OlvLimits has built trust and a devoted following, all while emphasizing the importance of freshness and ethical sourcing.
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From Model To Co-Founder
- Roos joined OlvLimits after modeling for her co‑founder's first photoshoot and falling for the product and story.
- She leapt from psychology and nonprofit work into building an olive oil brand with him.
Widespread Extra Virgin Mislabeling
- 40–80% of supermarket 'extra virgin' olive oil doesn't meet the label standards due to age or mixing.
- Many consumers have never tasted truly fresh, high-quality olive oil and misjudge what it should taste like.
Bitterness Signals Health
- Bitterness and peppery sharpness in olive oil come from polyphenols and signal health and freshness.
- Educating consumers about this link transforms initial dislike into appreciation.