David Hoyles: a “Crazy Englishman” Producing Extra Virgin Olive Oil in England
We met him in Milan during the Olio Officina Festival (January 2026) and, after congratulating him on the award he had received, we took the opportunity to hear the story behind his success..
When and how did you first meet Pietro Leone and Oleificio Cericola?
“In 2019, I travelled through Spain and France, and from there a long phase of online research began. I was looking for a business in the olive oil sector that truly reflected my entrepreneurial vision. In 2022, thanks to Emmett Italia, sI arrived in Apulia and met Pietro Leone for the first time.”
What convinced you that Oleificio Cericola was the right partner for such an ambitious project?
“I remember that meeting very fondly because it opened many doors for me. The welcome was extraordinary, and I immediately sensed a remarkable attention to detail — a value I fully share with Pietro. Over time, I also met the Leone family’s trusted agronomist, and together we developed the production plan for my olive oil project. I ordered 18,000 olive trees, which made mechanised cultivation essential. After five years of research, we selected four olive varieties.”
Why did you choose the super-intensive system for the olive grove, and what advantages did you expect — or are you already seeing — from this choice?
“The decision came from the desire to mitigate the effects of climate change. We carefully evaluated the water requirement — approximately 100,800 cubic metres — together with the winter temperatures typical of the United Kingdom. Despite these challenges, we succeeded in identifying land suitable for super-intensive olive cultivation. The results will come over time. I also decided to create my own brand and today I sell my products both through large-scale retail and via the website.
What goal did you set yourself when starting this collaboration with Oleificio Cericola?
“I want to build a solid future for my family and prove that pioneering entrepreneurship in the world of olive oil is possible even in a country not traditionally considered ideal for this type of production. Looking ahead, I would also like to acquire another 10 hectares of land.”
Your commitment to the super-intensive system and the launch of the UK project was recognised with the “Person of the Year 2025” award, presented by Pietro Leone. How do you view this recognition, and what does it mean in relation to the journey you have just begun?
“The greatest success has been creating a solid and lasting project together with Oleificio Cericola. Of course, I am delighted to have received the award, but the deepest satisfaction comes from the authentic and meaningful relationship that has developed with Pietro and with the entire olive mill team. For me, that is the true recognition.”
Interview by Media Ambience
