In a modern society, the identity of an agricultural product is usually an outdated concept. This is mainly due to the -both literal and metaphorical- distance that the modern way of life maintains from the context of the rural everyday life; considering also that the agricultural product’s cultivation and production process is an integral part of this agrarian reality. This means that when packaged and standardised olive oil reaches our table, the only contact we have with it usually begins at the store shelf. This is the oblivion that has now prevailed, making the modern man of the urban environment forget the purity and authenticity of an agricultural product.
In this context, a series of top olive oils has been seeking its identity. Thus, it’s been our duty to retrieve from this mists of oblivion all those "forgotten" characteristics of these products’ substance and quality, which are directly related to their production, history and essence. So, at Artware, we embraced the Organic and Ultra Premium versions of this Extra Virgin Olive Oil with the meanings that were hidden in their Oblivion. Extracted from the most valuable fruit of the Mediterranean: the olive, a fruit that has defined the history, society and daily life of the peoples of the region over the centuries, and following the modern care of production and standardisation with quality and safety, the product blends harmoniously with the name “Oblivion” to remind the consumer of all those characteristics of its origin.