Preserving Provence
How L’Occitane’s founder got involved in a very local revolution
WORDS MELISSA ROSSI
OLIVIER BAUSSAN
is a man on a mission. Not content
with giving the world L’Occitane – provider of
everyone’s favourite smellies – the 60-year-old
entrepeneur has turned his attention to another
product of his Provençal home: the humble olive.
Forty years after L’Occitane brought pure
lavender into the world’s bathtubs, his Première
Pression Provence brand has been introducing the
finest olive oils from the region to shops in Nice,
Paris and Strasbourg. His inspiration? “To preserve
the traditions of Provence,” he says, explaining that
his company’s growth – 15 new shops in two years –
reflects what he describes as an “olive renaissance”
in that region.
Fifteen years ago, he says, finding any Provençal
olive oil at all was a feat. Many of the silvery groves
he remembers from early childhood were lost due
to a biting frost in 1956, and the French government
encouraged farmers to plant grapes in their place.
It’s only recently that young growers have replanted
them. Now, “there’s a new energy about olive oil
and new producers”, the area’s 200 mills are packed
and output is soaring.
And it’s pretty special stuff. “There are 100
varieties of olives here,” he notes, comparing the
figure to Spain, the world’s largest producer, where
there are only five types. And, while oil from green
olives is common everywhere, Provence is the only
place where mills press two other traditional styles
of oil – soft and nutty
mûr
(
from mature mauve
olives), and sweetly fruity
noir
(
from black olives).
First pressings from this year’s harvest arrive in
stores from 1 November. Described as a “Christmas
oil”, the gold-lettered canisters of Prem’s are sought
after for their frisky flavour, used for flavouring
hearty winter soups. Peppery, with hints of green
apple and herbs, it’s a very special taste of Olivier’s
“
revolution” for those lucky few who get to try it. But
hurry. By the end of the month it’ll be all sold out.
Find Prem’s at any of Première Pression Provence
stores from 1 November. ppp-olive.com
T H E
P R O D U C E R S
0 3 8
R E G U L A R S
