When you love what you do, sometimes things like this happen…
📅 Updated May 2026 · Reading time: 3 minutes
Last Saturday, like any other Saturday, I had sent 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 and unique oil every year — one he shared only with family and close friends.
That oil would go on to become Arraigo and Prima Mensa, but that's a beautiful story I'll tell you another day…
The thing is, out of nowhere, I saw this email — one I want to share with you exactly as I received it — and 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 spent years in Córdoba.
All my life I have had breakfast the same way — bread and olive oil — and I always use oil from around Jaén and Puente Genil. It comes to me in tins, packed in boxes of four. So yes, I know what good olive oil is.
When I tasted your oil, first press, I was taken straight back to the flavours of my childhood: that green note, the first to flow from the press. I ordered it for myself — what a delight to have it at breakfast, drizzle it over salads, even fold it into mayonnaise, as we always did at home. My mother, who was from Málaga, used it to make gazpachuelo.
Since it arrived in a plastic container, 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 have it at breakfast and treat it as the treasure it is. Everyone loves it. I believe my daughter has already placed an order with you.
I'm running low, so you'll be sending me at least one 5-litre container that 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 it the way I did in that moment.
Let me try to explain why it hit me the way it did…
This is the second year we've put Arraigo "on the market," as Migue likes to say. So 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, unlike anything that has existed before in Spain.
There are moments when you think about walking away, when it feels like it isn't worth it, when you wonder whether you'll ever manage to make people appreciate what a genuine, traditional Extra Virgin Olive Oil really is… The kind that hardly exists anymore…
And then you receive an email like this, and everything changes…
It's in that moment, and only in that moment, that you realise everything you thought you had lost, you had actually gained.
That you've helped create something unrepeatable, one of a kind and truly special.
And that it's worth pressing on.
That this is a project that 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 — you know, without a shadow of a doubt, that it's worth carrying on.
Six generations of knowledge distilled into a single person, passed down through heritage and legacy…
More than that — you feel an obligation to keep going.
We are building something like a large 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 savour and cherish the taste of the land, of genuine Extra Virgin Olive Oil, the kind you won't find in any supermarket, in any shop…
An oil like Arraigo, selected by Migue himself each year directly from the grove, after a year of tending and caring for every single tree — never blended…
An oil that reaches homes like Franca's in under 7 days from the moment the olives are picked.
Perhaps you're reading this out of pure curiosity…
Or perhaps you've realised, as I did two years ago, that some things go far beyond a name or a pretty label…
That some products are worth more than their price tag…
That behind them, there is a story stretching back generations…
Only if those values resonate with you, I'd like to invite you to try Arraigo.
>> Click here if you'd like to try Arraigo <<
This is only the beginning…
With love,
Julio
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