The BBC Good Food Winter Show 2024

Last week marked a monumental milestone for Castruriali as we made our official debut at the BBC Good Food Winter Show at the NEC in Birmingham, from November 21st to 24th, 2024. This was not just our first public appearance but also an opportunity to introduce the essence of Sicilian tradition, embodied in our authentic extra virgin olive oil, to a wider audience.

We want to extend a heartfelt grazie mille to everyone who supported us during this journey. To our amazing team, who worked tirelessly to make this event possible and to our customers, who took the time to engage with us, taste our product and share their thoughts—we couldn’t have done it without you.

A Warm Welcome from Birmingham

The energy at the NEC was incredible. Although Thursday was relatively quiet, things gained momentum on Friday and stayed busy right through the weekend. Our busiest hours were between 10 am and 3 pm, with a constant flow of visitors intrigued by the story and flavour of Castruriali. The people of Birmingham embraced us warmly and we were thrilled to share with them the rich heritage of Sicilian olive oil production.

One of the most rewarding aspects of the event was the chance to speak directly with customers and hear their immediate feedback. It’s fascinating how unique everyone’s palate is. Words like nutty, buttery, peppery, fruity, tomatoey and grassy were commonly used to describe the tasting experience. These insights are invaluable as we continue to refine and share our products.

Making Authentic Sicilian Olive Oil Accessible

While many visitors appreciated the exceptional quality of our olive oil, we quickly realised that the general public isn’t always accustomed to paying a premium for a truly artisanal product. To ensure that more people could experience the finest Sicilian extra virgin olive oil, we decided to adjust our pricing during the event. Our mission goes beyond selling a product—it’s about building a community that values tradition, authenticity and sustainability.

Looking Ahead

The Castruriali project is not an easy one. With over a million olive trees needing care and revitalisation, it’s a labor of love that we’re committed to seeing through. Events like the BBC Good Food Show not only allow us to share our story but also give us the encouragement to keep going.

We’re incredibly excited about the future. Whether it’s at next year’s show or perhaps in Castroreale, the heart of our olive oil production, we look forward to reconnecting with the wonderful people of Birmingham and beyond.

Thank you once again to everyone who made this event unforgettable. Here’s to preserving tradition, sharing authentic Sicilian flavours and building a community that supports sustainable agriculture.

Saluti,
Yazdaan Hussain
Director, Castruriali