Never run out of your favorite olive oil or balsamic vinegar.
Featuring products for the everyday gourmet
—Walking into SLO Olive is like stepping inside a charming shop in Tuscany. With its dark wood accents, rock wall, and rows of 24 stainless steel Italian fusties holding local olive oils and Modena balsamic vinegar, the boutique shop exudes Old World vibes and a welcoming presence in the heart of downtown San Luis Obispo.
Owner Jim Helser purchased the shop in late 2023 from the previous owner, Ray Russell. After 28 years of being co-owner of a cycling clothing manufacturing factory in Grover Beach, Helser decided to retire. Five years later, he was ready to jump back into the working world.
“I’ve always had this dream of having a gourmet boutique store,” Helser said. “I was a customer before I became the owner, and loved everything about this place. When Ray decided to retire, it all worked out for me. I have a passion for all of this, and just really enjoy it.”
Armed with a background in marketing and online sales, Helser revamped the store’s website and social media and started sending out newsletters filled with recipes, industry news, and product information. It didn’t take long for the word to get around about updates to SLO Olive, including new selections of local dxtra virgin olive oils (EVOO), Italian balsamic, and the expansion of the assorted kitchen and personal products that had been added to the store.
“The customers loved Ray, and he did a great job of setting this shop up for success,” Helser said. “I continue to build on what he started while adding my own personal touch as I bring new products in to offer to my new and established customers.”
Taste and learn
The shop’s tagline – SLO Olive, for the Everyday Gourmet – is featured on all of Helser’s bottles and various merchandise. The point is that one does not have to be a specialty chef to use and appreciate olive oil from a boutique shop.
“I don’t want people to be intimidated,” he said. “Olive oil is so healthy, so a lot of people are coming in just for the health benefit of the olive oil and they want the highest polyphenol counts. Then some people tell me they just use olive oil for dipping. Either way, I would like to educate them a bit more. There are a thousand uses for olive oil – it can be used for literally everything – and I love sharing my recipes and suggestions.”
Be sure to check out the recipes on the SLO Olive website featuring innovative and mouthwatering ideas such as Grilled Huli Huli Chicken, Balsamic Glazed Scallops, Jalapeno and Pineapple Grilled Shrimp, and Garlic Herb Focaccia Bread.
Exceeding expectations daily
Since purchasing SLO Olive, Helser has made a point of reaching out and making contact with several olive oil producers in North SLO County, including Paso Robles and San Miguel.
“There are so many small ranches that produce amazing olive oils,” he said. “There is all this wonderful product, and they’re gold medal winners in their categories. The climate up here stresses the trees, and they produce a more robust fruit. That’s something in the world of olive oil that everybody wants. We have a great region.”
That level of quality extends to his interactions with everyone passing through his doors. At SLO Olive, customers can expect to be greeted by Helser or one of his staff and learn more about the oils and other products they carry.
“It’s really important for me to walk out and greet each visitor, pour the sample for them, describe what they’re getting into, and tell them where this product is actually from,” he said. “I mean, that’s the most fun part!”
Local California EVOO and Italian balsamic vinegars
Helser also enjoys helping customers discover the many ways SLO Olive is different than any other olive oil store they may have visited in the past.
“It’s very different, but the only way they know that is when I go out and I walk them through everything,” he said, adding his personal favorites include the Koroneiki EVOO and the Italian Blend BearBird EVOO. “I love to talk about the origin of each product. I let customers know this is local, or this one is a gold medal winner, and they walk away with a big appreciation of what this is all about.”
When it comes to the balsamic vinegar available at SLO Olive, Helser relies on multiple importers in California that bring the product in from the Modena region of Italy. His signature balsamic, the Reserve Aged, is the number one selling product in the store. Helser says even if customers didn’t originally come in for balsamic, 90% of the time they’ll walk out with the Reserve Aged.
He recently traveled with the entire family, his wife, Tasha, and their sons, Owen and Ian, on a trip to explore Italy and meet with some of the best balsamic producers in the world.
Refill program, gift sets, and more
Never run out of your favorite olive oil or balsamic again! Bring in those empty SLO Olive bottles and the friendly staff will refill them at a discounted price.
Find a variety of gift sets for every occasion, including 5-pack sample sets, and duo and trio 250 ml. sets. Future plans include expanding the front area to bring in local meats and cheeses and opening a second location on the coast.
SLO Olive is located at 958 Higuera Street in San Luis Obispo. Open Monday through Saturday, 10 a.m. to 5 p.m.; Sunday, 10 a.m. to 4 p.m., with extended hours during Thursday Night SLO Farmers’ Market until 9 p.m. For more information visit sloolive.com, call (805) 439-2455, or follow them on Facebook and Instagram.
—Meagan Friberg
