The Portuguese Newbie business Amor é Cego started from João Rosado’s desire to maintain the traditional olive grove that has been cared by his grandfather for over 60 years. With no intent to increase production, a main concern was to secure income to cover the costs of maintaining the farm. Their business strategy focused on creating added value to the olive oil, built on a strong brand identity. To do so, they worked with a professional designer to create the branding. This investment paid off and now Amor é Cego won an award for best label (which is inspired by the regional clay figure that lends its name to the brand) in the North Hemisphere Olio Nuovo Competition 2021 , and is not the first time their branding has been distinguished museaward.com.
This was a very conscious choice to increase competitiveness and target niche markets. Amor é Cego favoured product differentiation and demarcation, to better sell their product in direct sales and short value chains. This is complemented with a strong emphasis on tourism, through the offer of visits to the grove and tasting events.