PRMRY's story began in San Francisco, where we — Erin and Janell, both certified extra virgin tasters — met over olive oil in Janell's Noe Valley-based shop. EVOO fortuitously brought us together again just a couple of weeks later, but in Madrid, Spain, where Erin lived, and where, as fate would have it, Janell had already planned an olive oil-centric trip. 

Over the years, our friendship grew, always driven by extra virgin. So much so that if you dropped in on any of our conversations, you'd probably hear us rambling on and on about how much we wished it would be easier for people to understand and appreciate olive oil's potential. And then this would inevitably turn into us marveling at the confusing olive oil marketplace, with its industry terminology, unhelpful labels, and wide range of quality. 

And so PRMRY was born  and ultimately launched in late February 2020, at the beginning of our ongoing global pandemic.

With our combined 15 years of experience in the olive oil industry, we set out to produce exceptional extra virgin, and make it easier to choose, use and enjoy. Our bottles tell you straight away how each oil will impact your dish (ENHANCE or TRANSFORM), and with which dishes to use each oil. Meanwhile, you can trust that what's inside is top notch, as we work directly with the farmer to ensure our olive fruit is picked at the perfect time for the best flavor, and milled immediately after harvest (read more about our olives here). PRMRY's quality-certified EVOO elevates your dishes, sustains health, and brings a touch of color and joy to your kitchen.  


Ultimately PRMRY is all about going back to the basics  the foundation, the ingredients, the colors!  from which you can create all things. The word “primary,” with just its fundamental letters — PRMRY  speaks to the essentials, and PRMRY’s colors and hills are a nod to this sentiment, as well as to the city that is at the heart and soul of Erin and Janell’s creation.


Friends, there's loads of amazing extra virgin out there! Yes, there's a tragic amount of subpar, not-so-transparent, not-so-extra-virgin-even-though-it-says-extra-virgin olive oil on the market. BUT there are heaps of producers bending over backwards to bring you carefully produced, extremely high-quality EVOO. We're here because we want to make it easier for you to choose, use and enjoy your olive oil. Of course we want you to keep coming back for more PRMRY, but we totally don't have a monopoly on the good stuff. We wholeheartedly support our fellow, premium EVOO producers, and especially those that produce locally. 

Good vibes, good food, good community  that's what it's all about!