SOURCE: Bill Sanders & Co. LLC; Bill Sanders First Fresh

June 14, 2012 14:28 ET

Kentucky-Based First Fresh Extra Virgin Olive Oil to Be Unveiled at the 2012 Summer Fancy Foods Show in Washington, D.C.

First Fresh Is Not Only Fresh... It's Also Fast Growing: Within Months, This New EVOO Has Been Filling Shopping Carts in Upscale Retail Stores Spanning Eight States, Washington, D.C. and Now Online

MAYSVILLE, KY--(Marketwire - Jun 14, 2012) - Sanders and Co. LLC announced that it will unveil its First Fresh extra virgin olive oil at the New Brands on the Shelf Pavilion at North America's largest specialty food and beverage event, Summer 2012 Fancy Foods Show in Washington, D.C., June 17-29, 2012. Introduced in spring 2012 by olive oil evangelist Bill Sanders, First Fresh is an all-purpose extra virgin olive oil that can be used for cooking, drizzling (finishing) and dipping, drizzling over fresh tomatoes, pasta, cheese, and grilled meats, fish and vegetables.

Within months of entering the marketplace in 2012, First Fresh has made a splash, earning high praise from top grocers, chefs, international judges and experts, restauranteurs, foodies, and newbies to olive oil. The first glimpse of this olive oil's success was immediate, with over 50 upscale retail stores stocking their aisles with First Fresh throughout Washington, D.C. and eight states including California (Calistoga in Napa), Connecticut, Kentucky, Maryland (Annapolis), Ohio, New Jersey, New York and Virginia.

Further, Kosher-supervised First Fresh has already made a favorable impact in fine food circles: as a certified "California Extra Virgin" by the California Olive Oil Council (COOC), it has earned a silver medal in the COOC' s annual competition in March, 2012.

From the start, "fresh" and "delicious" are words most commonly used to describe the oil. Celebrity chef and Food Network star Nate Appleman declared, "First Fresh is fresh, grassy and spicy and is your perfect partner in the kitchen."

Sanders & Co. Founder Bill Sanders stated, "I'm exceptionally proud of this olive oil and want more Americans to experience the pleasure and enrichment of an authentic, fresh extra virgin olive oil, or what Socrates called, 'Liquid Gold.'" While First Fresh is available to consumers online at, Sanders continued, "We're thrilled to see such early demand in cities like New York, D.C. and in Ohio and my own home state of Kentucky. Our primary objective is to make this conveniently available at your local neighborhood market." He continued on, urging those interested in local access to "ask the retail store where you shop regularly to contact us, or better yet, send us the name and contact of the store and we will contact them."

First Fresh is available to specialty retail stores, supermarkets, grocers and restaurants at wholesale pricing, with a minimum purchase of one case (12 bottles per case). For more information about First Fresh extra virgin olive oil, contact Bill Sanders at or 202.744.2176.

About Sanders & Co. and Bill Sanders First Fresh
Bill Sanders is a widely recognized international evangelist for fresh extra virgin olive oil. As founder and co-managing partner of Sanders & Co, LLC, Bill released First Fresh extra virgin olive Oil for the first time in 2012. This award winning olive oil is produced from trees spanning three centuries. Bill has been involved with olive oil for over 13 years, including studying sensory evaluation of olive oil at the University of California-Davis and Centro Culturale Olivarte in Tuscany. He served as the U.S. spokesman for 100% Tunisian Olive Oil and has conducted consumer and employee education programs for major retailers. His passion for olive oil and wine has propelled his visits to many of the great wine and olive oil regions of the world. He now enjoys writing and speaking about his travels.

Bill pursued culinary and wine studies at L'Academie de Cuisine in Bethesda, Maryland and the Culinary Institute of America - Greystone in St Helena, California. He is a graduate of the University of Kentucky and Salmon P. Chase College of Law. As executive producer, Bill is a two-time TELLY Award winner for video for non-broadcast in government relations. A recent past president of the Kentucky Society of Washington, he now resides in Maysville, Kentucky with a garden full of fresh herbs and more. For more information, visit or

Watch Bill Sanders on the Greater Washington, D.C. area's WRC-DT NBC News4 Midday ON AIR Friday, June 15, 2012, 11a to Noon EDT, or view the video segment afterward at NBC4.

Contact Information

  • Media Contact
    For Fancy Foods Show Interview Requests:
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    Gretchen Kihm-Stegall
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