Tamir has also seen growing interest from customers in East Asia and the United States, which he says don’t excel at producing their own olive oil. Maybe it’s pretentious to say, but we are reeducating the market.” The local customers are finally starting to appreciate us. “There is an Israeli scene developing, which is showing itself overseas along with brands from Italy and Spain. Tamir says he is most proud of grabbing gold at the 2021 New York International Olive Oil Competition. The award was one of eight Ptora has won in the past three years alone. Passersby may not be aware that the house is the headquarters of award-winning olive oil brand Ptora. On the other hand, in the middle of Moshav Sde Moshe in southern Israel stands a small house that looks like all the others around it. Filled olive oil bottles are seen as the drought in Europe threatens the agricultural sector in Jaen, Spain on January 6, 2023. This manufacturing process is very expensive,” Tamir tells ISRAEL21c. “Midnight is produced via a process that’s done entirely in the dark, which allows for the best extraction of chlorophyll from the fruit that preserves the aroma. Ptora’s excellence in presentation was confirmed earlier this year when its premium-quality Midnight Picual won first prize at Japan Olive Oil Prize (JOOP) for best-designed bottle.
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In 2015, Tamir’s father, who until that point was still managing the business, suffered “a serious health event.” This prompted Tamir to quit his day job and run Ptora full time. The idea was to sell high-quality products in ‘lifestyle-type’ packaging.” We started selling oil in the kind of packaging the market hadn’t seen before. “In 2010-2011, we started seeing an influx of customers.
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