SOURCE: STAR Fine Foods

Star Fine Foods

September 06, 2011 10:00 ET

Star Sets Its Sights on Sac-Town for Launch of Its First California Olive Oil Planned for Major Release

Historic California Brand Chooses River City to Test Its Star® California Extra Virgin Olive Oil

FRESNO, CA--(Marketwire - Sep 6, 2011) - If you can make it in the kitchens and restaurants of Sacramento, home to some of the most discriminating Mediterranean cuisine-loving foodies and families in the world, you can make it anywhere.

That's the thinking of Star Fine Foods, the 112-year-old California importer of olive oils and specialty food products that has selected Sac-Town to test the first California-grown extra virgin olive oil in its history scheduled for major distribution and promotion.

Based in Fresno, Calif., Star is among the Golden State's oldest and most distinguished makers of Mediterranean specialty products, known for its locally distinctive olive oils produced from some of richest olive-growing regions of the world.

The new Star® California Extra Virgin Olive Oil (EVOO) features a unique blend of fresh, first cold-pressed Arbequina, Arbosana and Koroneiki olives grown in California's Central Valley. It arrives in Northern California supermarkets and specialty food retailers in July 2011 in 16- and 24-ounce glass bottles for the suggested retail price of $9.45 and $12.98, respectively.

"Sac-Town knows its Mediterranean cuisine like few other places in the county -- so we knew we want to preview our new California EVOO here before anywhere else," said Jeffrey Freeman, CEO and president of Borges USA.

According to Freeman, Northern Californians can expect memorable aromas, fruity notes and a peppery finish that is uniquely complementary to Star's olive oils grown in the Mediterranean region. Star will be working with Sacramento-based chefs, restaurateurs, food bloggers and other influencers to get the word out.

"Even the most passionate connoisseurs of Mediterranean cuisine are surprised to learn of the remarkable taste variances and pairing possibilities of regionally grown olive oils," he said. "Our new California EVOO offers a bolder taste, perfect for a lighter, California-influenced menu. It pairs especially well with salads, pastas and marinades, and is great for bread dipping."

The launch of Star California EVOO will be supported by major in-store, promotional, PR and digital/social media efforts. The product will be carried at retailers throughout Northern California, including Safeway, SaveMart/Lucky's, Stater Bros., Raley's, UG, Unified and Walmart. Product rollout throughout the West is anticipated in the fall.

Like all olive oils, Star California Extra Virgin Olive Oil is one of the healthiest fats, with no cholesterol, carbohydrates or trans fats. It is gluten-free and high in monounsaturated fats and antioxidants.

About Star Fine Foods
Founded by the Guirlani family in San Francisco in 1898, Star Fine Foods is one of California's oldest and most distinguished food brands, best known for producing distinctive olive oils and Mediterranean specialty products from the richest olive-growing regions of the world. Star is the top-selling olive oil in the Western United States and one of the best-selling olive oils nationally. The Fresno, Calif.-based company also imports Spanish green olives, Greek pepperoncini, vinegars, capers, anchovies, and onions, as well as a line of domestically produced products. Star is owned by Borges USA, a division of the Borges Mediterranean Group, a 115-year-old Spanish food company with holdings in more than 100 counties. For more information, go to www.starfinefoods.com.

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