Seggiano’s oil renamed Lunaio
A combination of bad weather and bureaucracy has led Italian food specialist Seggiano to change the name of its bestselling eponymous extra virgin olive oil to Lunaio.
The new name, which also features on the company’s range of infused oils, is a nickname for local inhabitants – translated roughly as ‘lunatic’ – of the area surrounding its farm in Tuscany. The oil and the bottle designs will remain exactly the same.
Seggiano co-founder David Harrison told FFD that the management of the PDO (Protected Designation of Origin) for Olivastra Seggianese oil had become “very political” and the approved olive growing area had effectively been halved.
His partner Peri Eagleton said that difficult weather and growing conditions meant that some of the best groves were not within the area so they had decided to free themselves from any further costs and production issues due to the Seggiano name.
“We could have continued with the name but the oil would have been at a higher price and in smaller quantities,” she added.
Harrison said he was sad to be putting the new label on bottles this year but hoped customers wouldn’t be alienated by the decision.
“We’re a beloved brand of UK foodies so I think we’re going to be ok but there’s going to be a lot of communication that needs to take place,” he said, adding that the company had a host of new launches slated for 2017.