When you love what you do, sometimes things like this happen…
📅 Updated May 2026 · Reading time: 3 minutes
Yesterday, Saturday, like any Saturday, I had sent out the email to keep Club members up to date on how this year's Arraigo harvest was going.
In case this is your first time here, Arraigo is a very special Extra Virgin Olive Oil.
It's a project that was born from a conversation with Migue, a grower from Puente Genil who made a very special, one-of-a-kind oil every year and shared it only with close family and friends.
That oil would become Arraigo and Prima Mensa — but that's another beautiful story I'll tell you another day…
The thing is, out of nowhere, I saw this email — and I want to share it with you exactly as I received it, because it moved me to the point of tears…
Franca's email
Good morning.
My father was from Alcaudete (Jaén) and we had olive groves there and in the area between Cambil and Arbuniel. I am 80 years old and I have never used any oil other than olive oil. The olive tree has been the tree of my childhood. After I married, I lived in Córdoba for many years.
All my life I have had bread and olive oil for breakfast, and I have always used oil from around Jaén and Puente Genil. It arrives in tins, packed in boxes of four. So I know what good olive oil tastes like.
When I tasted your oil — first press — I remembered the flavours of my childhood: that green oil, the first to flow from the press. I ordered it for myself, to savour at breakfast, to add to my salads, and even to bring out the flavour of mayonnaise, the way we used to make it at home. My mother, who was from Málaga, used it to make gazpachuelo.
As it arrived in a plastic jerrycan, I transferred it into glass bottles of different sizes — those square ones — which I give as gifts to my children, my granddaughter, and my friends so they can enjoy it at breakfast like a real treasure. And they all love it. I believe my daughter has already placed an order with you.
I have very little left, so I'll be having at least a 5-litre jerrycan sent to me, which I'll bottle myself. The price is a little high; so is the quality.
— Franca, 80 years old
You might read that email and not feel quite as moved as I was in that moment.
Let me try to explain why it hit me the way it did…
This is the second year we have brought Arraigo "to market," as Migue puts it. Endearing.
What makes it so special?
Everything…
There is so much effort and sacrifice behind it, so many hours, so much money invested — and lost, I won't pretend otherwise — so much faith in building something truly unique, something that has never existed before in Spain.
There are moments when you think about giving it all up, when it doesn't feel worth it, when you wonder if you'll ever get people to appreciate what a genuine, old-fashioned Extra Virgin Olive Oil really is… The kind that barely exists anymore…
And then an email like this arrives, and everything shifts…
It's in that moment, and only that moment, that you realise everything you thought you had lost, you had actually gained.
That you have helped create something irreplaceable, one of a kind, and truly special.
And that it is worth pushing on.
That this project has only just begun.
And that the dream you once had is starting to come true.
If Arraigo can make Franca feel this way — a woman who grew up as the granddaughter of olive growers and is now an 80-year-old grandmother — then you know, without a shadow of a doubt, that it is worth carrying on.
Six generations of knowledge held in a single person, passed down by heritage and legacy…
More than that — you feel an obligation to keep going.
We are building a family, the Mi Oliva Gourmet Club, which already brings together more than 40,000 people — those of us who truly appreciate the value of the authentic. Who know how to enjoy and savour the taste of the land, of real Extra Virgin Olive Oil, the kind you won't find in any supermarket or any shop…
An oil like Arraigo, selected by Migue each year directly from the olive grove, after a year of tending and caring for every single tree, never blended…
An oil we manage to deliver to homes like Franca's within 7 days of the olives being picked.
Perhaps you're reading this out of curiosity…
Or perhaps you've realised, as I did a couple of years ago, that some things go far beyond a name or a beautiful label…
That some products go far beyond their price…
That behind them, there is a story spanning generations…
Only if those values resonate with you, I'd like to invite you to try Arraigo.
>> Click here to try Arraigo <<
This is only the beginning…
With love,
Julio
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