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For my first post on building a reading list, it's only appropriate that I kick things off with the book I send to every new hire, strategic partner, client, and new-to-CPG entrepreneur I work with: "Extra Virgin Olive Oil: The Truth In Your Kitchen" by David Neuman. I first crossed paths with David Neuman when one of my mentors, longtime category management expert Maria Reyes, had me sit in on a category review meeting with him. I remember that meeting vividly. Mr. Neuman had a commanding physical presence in the room, but he also possessed a unique ability to listen. He focused so intently on others' words that you felt his attention was almost tangible. At the same time, he delivered rebuttals and commentary with a booming voice and an air of confidence that clearly showed he knew his subject matter inside and out. As a 20-year-old sitting in the corner, I had no clue what he was talking about. But one thing was certain—HE knew exactly what he was talking about.
"EVOO" isn't your typical senior executive swan song that waxes poetic about cookie-cutter leadership techniques while bidding adieu to a long-tenured career. Instead, Mr. Neuman writes in a style that's equal parts memoir and how-to guide on building a retail-oriented brand. It's peppered with funny, sometimes aggravating examples of the distinct cultural differences between running a business in America versus the more Mediterranean/Euro-centric approach to relationship management. The moments where Mr. Neuman finds himself the veritable middleman—bridging the centuries-long muscle memory of Europeans running multigenerational companies with the more rigid, formulaic standards of the American grocery industry—leave the reader grateful they don't face that additional layer of complexity in running their own business.
The Importance of Transparency in Food Products
A central theme woven throughout the book is the crucial role of transparency in labeling and sourcing within the consumer goods industry. American consumers are becoming increasingly knowledgeable about their food choices each year, and Mr. Neuman's career spans the evolution from "it's just olive oil" to "is this virgin or extra virgin?" He delves into the painstaking educational efforts he undertook to become a voice in the informed consumer movement—a task that remains ongoing. This book not only provides valuable insights for anyone who cooks with olive oil but also offers a robust blueprint for CPG leaders in emerging or innovative categories. It demonstrates how embracing transparency across various aspects of product development can help create a strong educational framework for messaging.
Spotting And Avoiding Misinformation
Mr. Neuman dedicates significant attention to the misconceptions, myths, rumors, and outright falsehoods that have plagued the olive oil industry for centuries. He not only explores many of these in the book but also excels at translating intricate details—known only to olive oil experts—into concise, easily digestible information that can be quickly shared in a grocery store aisle. Recognizing that a consumer typically spends only 6 seconds reading a label or 12 seconds interacting at a store or event, this book excels at both identifying the roots of misinformation and providing top-notch examples of how to combat it in an approachable manner.
Quality Control in CPG
One of the most endearing aspects of the book is Mr. Neuman's genuine passion for quality—a trait often overlooked when scaling brands. While he covers the expected quality control processes, he also vividly illustrates the tough decisions required when quality is held in equal regard to revenue. He doesn't shy away from discussing the difficult choice of destroying products that might be considered "acceptable" for U.S. consumers, rather than compromising the brand's promise. It's a tough pill to swallow, but Mr. Neuman handles it incredibly well.
Consumer Education as a Competitive Advantage
As mentioned earlier, consumer education occupies a significant portion of "EVOO." What works well here isn't just the typical educational aspects woven into consumer-centric marketing efforts—such as white papers dressed up as advertorials or carefully co-authored articles in major publications with celebrity chefs—but also the more intimate side of consumer education. There's an emphasis on meeting consumers where they are and communicating with them in a way they understand. This skill, much like a muscle, needs to be trained and refined over time. Mr. Neuman not only preaches this approach but also practices it, as evidenced by his anecdotes of in-store demonstrations. My favorite story is when he noticed a shopper in the olive oil aisle, clearly overwhelmed by the endless choices. He took a brief moment to offer her a small tip on what to look for on a bottle to ensure a quality choice. It's crucial for brand builders to remember that consumers are your best—or worst—walking billboards. Even if not brand-specific, educating consumers at every opportunity about the nuances of a category elevates the entire category.
My Recommendation
There's a reason this is the first book I give to colleagues and partners when we start working together: it simplifies a complex industry while weaving together compelling personal and professional narratives. For consumers unfamiliar with the industry, it serves as a guidebook on selecting high-quality olive oil. More importantly, it fosters empathy for the intricate process of bringing products to grocery store shelves. For rank-and-file CPG employees, it offers a raw, behind-the-scenes look at the tough decisions senior executives face—decisions that may seem nonsensical or contrary to successful business management. Lastly, it provides senior leaders and entrepreneurs with a relatable tale from the trenches, encouraging them to step back and reassess their actions in light of their mission.
I hope you enjoy this book as much as I did. Here's to a great read and, perhaps, to inspiring a few more people on this planet to drizzle some EVOO on their vanilla bean ice cream.
Good Reading and Good Eating -John Henry
You can buy “Extra Virgin Olive Oil: The Truth In Your Kitchen” on Amazon, here.