For billionaire Frank Giustra, investing in the olive oil industry is not a hobby. He has faith that the industry will adhere to quality standards and that consumers will learn to better discern quality and be willing to pay for it.
Giustra said that until a few years ago, he knew nothing about olive oil. Like everyone else, he would just grab a bottle from grocery shelves. That was the case until he and his family visited a friend’s villa in Orvieto, Italy and tasted olive oil pressed from her trees. Giustra realized that her oil was vastly better than any he had ever tasted. reed more at oliveoiltimesBillionaire Bets on Olive Oil Quality Trend,