Taste the Difference. Experience the Quality.
Twenty years ago, specialty olive oil tasting stores were still a rarity in the United States. When The Olive Tap opened its first store in Long Grove, Illinois, in 2006, it was one of only a handful of stores of its kind in the country.
The idea was simple but unusual for its time: give people the opportunity to taste exceptional olive oils and balsamic vinegars before buying, learn what makes them different, and discover the flavors they truly enjoy.
The Olive Tap opened its doors on July 1, 2006, at 308 Old McHenry Road in Long Grove. What began in that small storefront has grown and evolved over two decades, but much of the philosophy behind it remains today. The current Olive Tap site still describes that original approach as “taste before you buy.”
Where it all began: The original Olive Tap at 308 Old McHenry Road in Long Grove, Illinois, in 2006.
A Different Way to Discover Olive Oil
Founder Rick Petrocelly envisioned a different kind of gourmet shopping experience.
Rather than choosing an olive oil simply by reading a label on a bottle, customers at The Olive Tap could explore different oils and vinegars, learn about them and, importantly, taste before they purchased.
Extra virgin olive oils, flavored olive oils and balsamic vinegars were presented in stainless-steel containers called fusti. Customers could compare flavors side by side and experience just how different one olive variety could taste from another.
It wasn't simply about buying a bottle of olive oil.
It was about helping people understand what they were tasting and giving them the confidence to find something they genuinely enjoyed.
From the early years, tasting, sharing ideas and helping customers discover new flavors were part of The Olive Tap experience.
More Than a Tasting
An early Olive Tap video from the Long Grove store captures just how different the experience was.
Standing in front of The Olive Tap's EVOO Bar, Rick explained that customers could “review, learn about and taste the oils” before making a purchase.
He also explained something many customers may never have considered: different olive varieties have distinctly different flavor profiles, much like different varieties of apples.
The education didn't end with tasting.
Customers could learn an oil's varietal and country of origin, information about the producer, awards it had received and ideas for using it in the kitchen. Knowledgeable Olive Tap associates could then help customers choose an oil based on their tastes and what they planned to prepare.
Freshness and storage mattered, too. The stainless-steel fusti helped protect olive oil from three of its greatest enemies: heat, light and air. Once customers made their selections, the oils were bottled for them.
It was a very different way to shop for olive oil 20 years ago, built around something that continues to distinguish The Olive Tap today: helping customers understand the quality behind what they taste.
From the Archives: Rick Petrocelly takes customers inside The Olive Tap's EVOO Bar in Long Grove and explains olive oil varieties, freshness, storage and The Olive Tap buying experience.
Growing With Our Customers
Customers embraced the concept, and by 2009 The Olive Tap had outgrown its original Long Grove storefront.
The store moved across the street to a larger location at 240 Robert Parker Coffin Rd, creating more room for products, tastings and conversations with customers.
The Olive Tap's expanded Long Grove location at 240 Robert Parker Coffin Road in 2009.
As The Olive Tap grew, so did its commitment to olive oil education.
Rick shared his knowledge beyond the tasting bar, helping people better understand extra virgin olive oil, balsamic vinegar, quality, flavor and how to make more informed choices.
Whether speaking to a larger audience or helping someone at The Olive Tap tasting bar, the objective was much the same: help people better understand what they were tasting and become more confident choosing and using quality ingredients.
Rick sharing The Olive Tap tasting experience with customers in the expanded Long Grove store.
A Continuing Pursuit of Quality
Over the years, The Olive Tap's knowledge and selection continued to evolve.
Quality has remained central to the experience. Today, The Olive Tap's 100% extra virgin olive oils are lab and sensory tested for quality, while customers continue to receive tasting notes, product information, pairing ideas and guidance to help them make informed choices.
That's particularly important because there isn't one single flavor that defines a great extra virgin olive oil.
Different olive varieties, growing regions and harvests can produce remarkably different flavor profiles, from delicate and mild to bold and robust. The same spirit of exploration extends to flavored olive oils and balsamic vinegars, where quality, authenticity and flavor remain important considerations.
Twenty years after opening that first store, the goal remains remarkably familiar: help customers recognize quality, understand the differences and find the flavors that are right for them.
Twenty Years Later
The Olive Tap has changed considerably since the doors first opened in Long Grove in 2006.
The selection has grown. new flavors have arrived. More people have discovered the world of extra virgin olive oils, flavored olive oils and balsamic vinegars. Recipes and pairing ideas have multiplied. And online shopping has brought The Olive Tap experience to customers far beyond the tasting bar.
But perhaps what's most striking after 20 years is how much of the original idea remains.
Quality still matters.
Education still matters.
Giving customers the opportunity to explore different flavors and understand what they're choosing still matters.
Over the years, The Olive Tap has captured that philosophy in a simple message:
Taste the Difference. Experience the Quality.
Thank You for 20 Flavorful Years
Twenty years brings a lot of memories: the original little store, the move across the street, countless tastings and conversations, new products, new recipes and customers who became familiar faces and friends.
Some of you discovered The Olive Tap in Long Grove in 2006. Others found us through one of our stores over the years. And many of you have discovered us online.
However you found The Olive Tap, thank you for being part of our story.
Here's to continuing to Taste the Difference and Experience the Quality for years to come.
Rick, Kathi, John and The Olive Tap Team
