Starbucks surprises Italy with olive oil infused coffee drinks
February 22 - 2023
Coffee Geography Magazine
By D. L. Gemeda
Olive oil in Italy is not only for cooking but they also used it for preparing authentic Italian salads and seasoning. For all popular cooking types in Italy including baking, grilling, frying, sautéing and marinating, olive oil is considered as a primary ingredient. Olive trees are grown across the whole Italian peninsula. However, olive production is especially prominent in southern Italy. Apulia is the undisputed leading producer of olive oil with over 208,000 tons annually. Calabria and Sicily come next in terms of output with 53,000 and 34,000 tons, respectively. Tradition and religion play the key role in the role of olive oil to the people around the Mediterranean. In Jewish tradition, olive oil symbolizes the divine presence. In the biblical text, olive oil is the main element of anointing. It is used in the royal sacraments and in the sacrament of baptism.
Now the world's largest coffee chain, Starbucks is launching a line of olive oil-infused drinks in Italy.
Chief executive Howard Schultz says olive oil's "unexpected, velvety, buttery flavour... enhanced the coffee and lingers beautifully on the palate."
Italy is famous for independent and family run cafes whereas Starbucks is well known for its global outreach often brings international standards for its menu. Does the introduction of olive oil drinks in Italy create a new community based customization practice for Starbucks?
Starbucks currently has around 20 stores in the country.
"Now, there's going to be people who say, olive oil in coffee? But the proof is in the cup," Mr Schultz said.
Schultz is launching the new coffee line ahead of his April departure as interim CEO. Incoming chief executive Laxman Narasimhan will take over the position, though Schultz, 69, will maintain his board seat.
"In over 40 years, I can't remember a moment in time where I've been more excited, more enthused," Schultz added with full of confidence for Starbucks expansion in Italy. He noted that the company has added roughly $40 billion to its market cap since he started as interim CEO.
The company has seen sagging international sales after a resurgence in Covid cases in China led to shrinking demand in that market. Going forward, Schultz is anticipating a rebound for China and for consumer demand at large.