Fat Gold: Smart Olive Oil Subscription

Kathryn Tomajan photo credit Renee Vargas

In early 2017, Kathryn Tomajan and Robin Sloan began leasing a three-acre orchard in Sunol, CA, with plans to release their first oil under the name, Fat Gold. “When we decided to start this company, we were certain we weren’t going to start another olive oil company that harkened back to Italy,” Sloan says. “We wanted it to reflect where we live, with a punchier and more direct name. A little more urban and less bucolic. And the domain name was available.”

Freshness Counts

Kathryn Tomajan with Fat Gold tin, photo credit Renee Vargas

Co-founders, Tomajan and Sloan encourage customers to use up their Fat Gold olive oil within about three months. Why three months? “I don’t know that there’s a good scientific answer because there are so many variables,” says majority owner Tomajan. “We are probably a little conservative. We just want our customers to use their oil and enjoy it as much as possible.” 

Co-founder, apprentice miller, and communications chief, Sloan, agrees. “There’s still this perception that you should use good olive oil in a stingy way. We want customers to use it up – it’s not there to look pretty.”

Tomajan was well-educated about the world of olive oil before the pair founded Fat Gold. “I spent a year at the University of Gastronomic Sciences in Italy, in a master’s program, and became immersed in [the world of] olive oil. I also became very interested in the saga of olive oil.

“I ended up doing some work around consumer perceptions for my thesis. When I returned to California, I was very conscious of the fact the state produces quite a bit of olive oil. I became an olive oil taster and then I apprenticed in a female-owned olive mill in Australia.”

Today, Tomajan is a taster for the California Olive Oil Council Sensory Panel. She lectures at Fresno State’s Jordan College of Agriculture. “And I started putting on olive oil training seminars – de-mystifying and tasting olive oil. As my experience with production grew, I shared knowledge about olive oil production and milling.” Tomajan also advises food companies as they bring products to market including ENZO Olive Oil Company, Pineapple Collaborative, Pot d’Huile, and PRMRY.

Subscription Model

Fat Gold tins

Fat Gold began as a subscription-only company out of necessity because they only had about 320 trees. “When we launched that very first harvest, we started with our subscription mode,” Sloan says. “But we weren’t producing large enough quantities [to do more].” 

“In 2018, we had a crop failure and that forced our transition into partnering with other farmers,” Tomajan says. “From farming to milling – it also filled a gap in my personal olive oil journey. 

California growers provide Fat Gold’s mill with some of the state’s best olives. “Availability is key, so we experiment with new varieties,” Tomajan says. “We really like to work with a variety of cultivars.” Frantoio, and an Arbequina-Picual blend, have become staple varietals for Fat Gold. “We now bring in olives from multiple farms,” Sloan says. “Some, we’ve worked with for six years. We also sell on many store shelves now.”

One third to half of Fat Gold’s sales volume goes through their subscription service. “I continue to be impressed by how the program has grown,” Tomajan says. We send a unique olive variety each time and we seem to have a very low attrition rate.”

Smart Choices

Olive oil magnets

Tin containers minimize shipping costs plus, “They look really cool,” Tomajan says. “Because we ship, it’s lighter, too. I do believe it’s the best way to preserve olive oil. The shape of the tin stands out from glass bottles, and I don’t want to package olive oil in plastic.” A particularly cool feature are artful magnets that can be affixed to the tins, which are sent to annual subscribers. The label on those tins is a magnet, and each one is different, drawn from public domain art. They're almost like magazine covers.

Customer education plays a big role in company operations too. Tomajan and Sloan explain their olive oil’s production and properties. They also provide tips regarding how to taste and use it. “We love the education part,” Sloan says. “The ins and outs of olive oil, made direct, straightforward and clear.”

Last but not least, the Fat Gold Field Report is an email newsletter that Sloan says is nerdy and direct, with no pictures. One of the easiest ways to communicate with subscribers, a new ‘zine’ or micro-publication also accompanies each online order. And Fat Gold’s website-based Fat Gold Guide to Extra Virgin Olive Oil is incredibly comprehensive and detailed. Like so much about the brand, it’s smart.