Lucini Italia Unveils Extra Virgin Olive Oil EcoValue™ Box

The Unique "Bag in Box" Design Offers Customers Value, Quality and Ecological Packaging with an Exclusive Freshness Guarantee

New York, New York (2009-06-01) - This summer, Lucini Italia is proud to introduce its first Extra Virgin Olive Oil EcoValue™ Box to the American marketplace. Available nationwide in July, this latest culinary innovation from the makers of award-winning extra virgin olive oils, aged vinegars and other authentic Italian products, is the first of its kind to be made exclusively in Italy and to offer a 12-month freshness guarantee along with exceptional value and an environmental focus.

The EcoValue™ box continues the tradition Lucini began over a decade ago in bringing premium extra virgin olive oil at an affordable price to the marketplace and signifies a new direction for the company into environmentally sound packaging. The proprietary bag and box design provides complete protection from both light and air, guaranteeing the oil remains fresh for up to one year after opening. The inner bag is nitrogen flushed, displacing any air left in the bag after the oil is packaged and the environmentally friendly cardboard - 30% of which comes from post consumer content - shields the oil from all light. Crafted entirely in Italy, the 3-liter package greatly reduces the environmental footprint of shipping due to a 50% reduction in freight weight compared to the traditional glass bottles.

For professional chefs and at home cooks alike who use extra virgin olive oil everyday in their kitchens, the EcoValue™ box offers premium extra virgin olive oil at an unparalleled price. The streamlined packaging is not only easy on the environment, but it halves the price of oil per ounce as compared to its glass counterparts. Olive oil enthusiasts can further contribute to Lucini's eco-efforts by recycling the external box and mailing the internal bag back to the company so it may be disposed of responsibly and with minimal environmental impact. Directions on how to do so are printed on every box as well as information on how to redeem a glass cruet through participation in the company's recycling efforts.

The EcoValue™ box is Lucini's latest venture in combining old world culinary traditions and modern technology to meet the everyday demands of its consumers. Working closely with a carefully selected group of Tuscan farmers, Lucini hand picks the most flavorful estate grown Italian olives and presses them on site within 24 hours for an extra virgin olive oil that is bursting with ripe, luscious flavor and silky mouth feel. The company's uncompromising quality, superior flavor, innovative packaging and commitment to the environment have made Lucini products the pride of kitchens - and farms - everywhere.