Bronx man brings his Sicilian olive oil home to Arthur Avenue
A Bronx man is bringing his olive oil across the Atlantic back to his hometown.
Growing up in the Olinville section of the Bronx in the 60s, Joe Vinciguerra would come to Arthur Avenue with his mother to go shopping but never thought he'd one day be selling his own products there.
"It's a dream come true," says Vinciguerra. "It's a fantastic feeling for me."
Vinciguerra's family owns a plantation in Sicily that supplies olives to a co-op. After retiring, he says he finally pulled the trigger and started his company, Olivolja.
Vinciguerra started importing his olive oil two years ago, selling it at markets throughout the Bronx – including at Arthur Avenue Retail Market.
Vinciguerra says keeping true to his Sicilian roots resonates with his local customers.
"So a true Sicilian will never say he's Italian, he'll say he's Sicilian," he says. "And the olive oil is marketed that way. It's a true Sicilian olive oil."
Gennaro Martinelli, owner of San Gennaro Restaurant on Arthur Avenue, says his customers can't get enough of the unique olive oil flavors.
Vinciguerra says there's nothing like being back in the Bronx.
"It's a great opportunity to come back to where my roots really are and start a business and enjoy the people," he says. "The people are great in the Bronx, and I love being here."