Colavita USA - A Family Tradition
Colavita USA, based in Linden, New Jersey,
can trace its origins back to 1978 when, with a simple handshake, Enrico
Colavita and John J. Profaci agreed that the American consumer should
be introduced to a genuine, affordable Italian extra virgin olive oil.
With that handshake the two would unwittingly embark on a journey that
would establish Colavita Extra Virgin Olive Oil as a national leader
in the extra virgin olive oil category and the Colavita brand as a major
force in the Italian specialty food business.
Back in the early 1980's Mr. Profaci, who remains President and CEO,
was immediately challenged by skeptical consumers who felt that extra
virgin olive oil was too green, too dark or too intense in flavor. Because
of such sentiment, distribution of the product was often limited to
the shelves of specialty food stores.
This skepticism has been resoundingly overcome by a wealth of positive
health news and a continuing marketing campaign that focuses on educating
consumers. Consumer awareness began to rise, and as a result the percentage
of American households purchasing extra virgin olive oil reached 10%,
a staggering level when one considers the category's humble beginnings.
Demand for Colavita grew and today Colavita Extra Virgin Olive Oil can
now be found in almost every major supermarket chain in the United States.
Colavita USA's reputation for quality translated into success for the
Colavita Pasta and Colavita Balsamic Vinegar product lines that the
company also imports from Italy. No other company can match Colavita
USA's combined success in the Italian extra virgin olive oil, pasta
and balsamic vinegar categories. To meet the demands of American consumers,
the product line has now been expanded to
include a full selection of wine vinegars, marinated vegetables, pasta
sauces, gift baskets and even olive oil-based skin care products.
Today, Colavita USA remains a family business. John J. Profaci, joined
by his four sons, Joseph, John A., Robert and Anthony, continue to grow
the company focusing on Italian tradition and quality in all aspects
of the business. To symbolize their dedication to these ideals and to
celebrate the history of Italian food in the United States, the three
Colavita family entities (Colavita USA, Colavita
Olive Oil, Colavita Pasta) joined to help
build
The Colavita Center for Italian Food and Wine at the Culinary Institute
of America in Hyde Park, New York. The Colavita Center, opened in May
2001, rests alongside the Hilton Library and the Marriott Continuing
Education Center at the Institute's main campus. The Colavita families
hope that the Center will help serve the Italian tradition of fine quality
for future generations to come.
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