Customer spotlight: Strippaggio Artisan Oils and Vinegars

5 MINUTE READ

At Carpenter Core, we're fortunate to work with a diverse range of businesses that share our commitment to quality and craftsmanship. One such business is Strippaggio Artisan Oils and Vinegars, a thriving company based in Atlanta, GA, that specializes in premium extra virgin olive oils and balsamic vinegars. Owned by Dan and Ellen Softness, Strippaggio has transformed from a beloved local brand into a multi-channel business with a unique story to tell.

A new beginning in the world of gourmet oils

Dan and Ellen Softness weren’t always in the business of gourmet oils and vinegars. In fact, their story is one of continuous evolution. As Dan explains, “We are serial careerists. This is our fourth or fifth career change.” Prior to acquiring Strippaggio, the Softnesses were customers themselves. They fell in love with the quality of the products and the unique experience the brand offered. When the opportunity to purchase the business arose two years ago, they jumped at the chance.

Having previously run a series of franchises that were significantly impacted by the COVID-19 pandemic, Dan and Ellen were looking for a new venture—something that combined their entrepreneurial spirit with their appreciation for premium, handcrafted products. “We always thought about an e-commerce business, and this company came up for sale. We were big fans of it... So we jumped and never looked back,” Dan recalls. Over the past two years, they have worked tirelessly to reinvent the business and expand its reach.

From California to Italy: The finest ingredients

Strippaggio is committed to offering only the best to their customers. Their extra virgin olive oils are sourced directly from small-batch growers in Northern California, ensuring freshness and quality by skipping the middlemen. The balsamic vinegars, on the other hand, come from Modena, Italy, a region renowned for its rich, flavorful vinegars.

Dan is particularly proud of their fused olive oils, which are a step above the more commonly found infused varieties. "What we do... is called fused, which means (for example) that we pick fresh basil the same day that we harvest the olives, and within hours, they are crushed together," he explains. This process ensures that the flavor and aroma are deeply infused into the oil, creating a product that is truly exceptional.

The Strippaggio Starter Collection, featuring a selection of their best-selling olive oils and vinegars

Reaching customers near and far

Strippaggio’s success can be attributed to its diverse distribution methods. From their e-commerce platform, which ships to 48 states, to their presence at numerous farmers’ markets around Atlanta, they’ve built a robust system to reach their customers. Dan emphasizes the importance of these local markets, saying, “We like to do those because we do tastings, and people can taste it and then buy it on the spot.”

In addition to direct sales, Strippaggio also has a growing wholesale business, supplying their products to high-end grocery stores, butchers, bakers, and local delivery services. This multi-channel approach has allowed them to maintain a strong presence both online and in their local community.

Strippaggio’s Farmer’s Market Booth

Elevating their brand with Carpenter Core

One of the most distinctive features of Strippaggio’s branding is their use of Carpenter Core’s handcrafted wooden crates. Initially, Dan found Carpenter Core’s crates while searching for a way to display their products in retail settings. “We were selling at the time 100-milliliter bottles, and your box perfectly fit 25 of those in a box,” Dan shared. The crates became a staple for their displays, not just in stores, but also at farmers’ markets.

The crates do more than just hold bottles; they elevate the entire presentation. “The wood is the right material to show our products... It conveys the right impression because we're, in effect, the produce business,” Dan explains. The sturdy, aesthetically pleasing crates help create a rustic yet premium look that resonates with Strippaggio’s brand identity.

As their business has expanded, so too has their use of Carpenter Core’s crates. Whether protecting bottles from the wind at outdoor markets or enhancing the visual appeal of their displays, these crates have become an integral part of Strippaggio’s operations. And with future projects in mind, including custom gift boxes, the partnership between Strippaggio and Carpenter Core is set to grow even further.

Pictured is a custom 8 x 8 x 2.5” open slat style crate for Strippaggio, handcrafted by Carpenter Core.

Looking ahead

As Dan looks to the future, he is excited about the possibilities that lie ahead, both in product offerings and in collaboration with Carpenter Core. “I hope we can together keep succeeding,” he says. With a shared commitment to quality and craftsmanship, Strippaggio and Carpenter Core are poised to continue creating exceptional products and experiences for their customers

This spotlight is a testament to the power of thoughtful, handcrafted solutions in helping small businesses like Strippaggio Artisan Oils and Vinegars thrive in a competitive market. By combining their passion for premium products with the right tools and partners, Dan and Ellen Softness have crafted a business that stands out—and Carpenter Core is proud to be a part of that journey.

This article was made possible by support from Carpenter Core. We make small customizable wooden crates and boxes used for gift baskets and product packaging.