Colavita Family Brings Italian Roots to New Jersey

Signature Italian olive oil has spurred explosive growth.

By Jim Pytell, Assistant Editor On Aug 11, 2018

Four generations ago in the small town of Sant’Elia a Pianisi in the Molise region of Italy, the Colavita family began an olive oil tradition, growing a small olive mill into a world-renowned brand, backed on the success of its very own Colavita Extra Virgin Olive Oil.

Colavita found its way to the United States in 1978, maintaining the Italian family traditions that made the original company successful. Colavita USA, headquartered in Edison, sells a wide range of products, including its signature olive oil, canola oil, vinegars, pasta and more.

In 2008, Giovanni Colavita was appointed by his family to become president and CEO of Colavita USA. Today, Colavita is distributed in more than 80 countries and is recognized worldwide as a top authentic Italian extra virgin olive oil and as a pioneer in introducing real Italian extra virgin olive oil to North America. The company has approximately 120 employees, with 80 percent based in New Jersey.

“Logistically, there’s a huge advantage to being here in New Jersey. It’s very easy to do business here,” Giovanni Colavita says, citing the importance of the shipping ports spanning New Jersey’s coast. “Most of our employees nationwide are from New Jersey. … New Jersey is really like our second home after Italy.”

Colavita USA has also opened a new facility and warehouse in California, to further increase its competitiveness on the west coast.

“Forty percent of our business is in the food service industry, and 90 percent of our products are imported from Italy,” Colavita says.

When it comes to being involved in a family business, Colavita says that the toughest part is balancing family versus business relationships. Overall, his company has done a good job at keeping the two separate. Everyone has their own individual responsibilities, but constant lines of communication are open, and everyone is up to date on all happenings within the business.

“We are an extended – yet close – family,” Giovanni says. “Many of us perform leading roles in the company. My cousin Paolo, son of my uncle Enrico, who founded Colavita USA with John J. Profaci, is now vice president of the company in California and represents the brand’s new generation. There is also a deep sense of respect toward the legacy of the older generation and their teachings.”

Colavita says that the company’s foresight to get involved in e-commerce nearly a decade ago was key to the rapid growth it has enjoyed recently when it comes to its digital sales. From 2014 to 2017, Colavita saw 1,700 percent growth in its e-commerce sales, and currently has the No. 1 selling olive oil on Amazon.

He adds that the company remains focused on serving its various brick-and-mortar retail partners, and, in addition to its continued investment in e-commerce, Colavita has forged a strong partnership with the meal kit company Hello Fresh, further strengthening Colavita’s business in non-traditional distribution.

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