Founded by olive oil sommelier Mazen Assaf, The Olive Oil Guy revives Mediterranean craft by sourcing exceptional oils and empowering people to taste, cook and live better. From the Levant to London, Mazen Assaf is leading an olive oil renaissance rooted in Arab heritage and global excellence.
How did your Lebanese upbringing spark your passion for olive oil, and what led you to turn that passion into a global craft-driven brand?
Growing up in Lebanon, olive oil was never just an ingredient, instead shaping daily life, shared culture and collective heritage. Consequently, those traditions passed through family and land shaped my palate and respect for olive oil early on. Later, when I was nine years old, I traveled to Portugal and tasted olive oil completely unlike home before then. In that moment, everything changed, because I realized olive oil could express origin, variety, and craftsmanship like wine so clearly. From then on, I understood olive oil as a true craft and profession worth dedicating my life to fully forward. Consequently, I committed myself to mastering this liquid gold, studying its 1,600 varieties, flavors and global origins with discipline worldwide. This path led me to become an olive oil sommelier, pursuing the craft professionally across multiple countries over many years. Along the way, I worked with some of the world’s best restaurants including Joël Robuchon International, refining my approach continually. Eventually, I founded my brand in the UK to ignite a global olive oil renaissance movement built on craft values.
Everything I do remains rooted in Lebanon, where culture, resilience, and entrepreneurship shaped my values deeply and permanently early. Moreover, the Lebanese diaspora taught me to dream boldly, creating global success while staying connected to heritage emotionally creatively confidently.
What led you to leave a corporate and tech career behind, and what ultimately pushed you to start The Olive Oil Guy?
I worked at PepsiCo international headquarters in New York where I learnt the essentials to succeed within the fast-moving consumer goods (FMCG) industry. Then, my path deviated and I found myself working in tech startups. At this time, I gradually began to feel less fulfilled both professionally and personally.
I always knew that I wanted to independently build and leave my own creative imprint on this world. That’s why I decided to start The Olive Oil Guy. However, none of it could have been achieved without the support of my family and loved ones who have constantly and unwaveringly supported me.
What common misconceptions about extra virgin olive oil have you encountered among consumers and hospitality professionals?
One of the most common misconceptions is that there is a single best extra virgin olive oil, or that origin alone determines quality and use. Many consumers and even hospitality professionals assume olive oil is interchangeable, when in reality each variety tastes completely different and behaves differently with food.
Another misunderstanding is ignoring pairing. Olive oil can dramatically change a dish. A smooth Lebanese oil elevates hummus, while a more bitter Italian style oil can overpower it. The reverse can also be true. It always depends on the dish, balance, texture, tradition and regional context.
There is also confusion about origins. While olive oil is often linked to Italy, Spain or Greece, it actually originates in the Eastern Mediterranean. The Levant and the Phoenicians played a central role in its early cultivation and trade. Today, countries like Tunisia remain among the world’s largest producers, proving excellence is not limited to one region.
What is your advice for chefs and restaurateurs on sourcing and using olive oil?
My advice is simple and very clear: First, always check the origin. You should know exactly where the olive oil comes from, which olive varieties are used and when it was pressed. If the bottle does not clearly state this information, skip it. Second, prioritize freshness. Olive oil is not meant to sit on shelves for years. Knowing the harvest and pressing date is essential to quality and flavor. Third, choose single origin oils only. Many bottles on the market are blends mixed with commodity grade oils, which dilute flavor and lower quality. Blends compromise authenticity, freshness, traceability and overall standards. Finally, go one step further and look for the specific village or estate where the oil was produced. The more precise the origin, the more trustworthy and expressive the olive oil will be.
Looking ahead, what excites you most about the future of extra virgin olive oil in the Middle East?
Recently, I had the pleasure of judging and awarding extra virgin olive oils from Al Jawf KSA at the London competitions. Many people do not realize that Al Jawf is home to some of the world’s largest modern olive oil farms. As a judge, I can confidently say the quality was exceptional and worthy of real pride. These oils competed internationally, won and proved that Middle Eastern olive oil can stand among the best in the world. This experience reinforces my excitement for the future of olive oil across the Middle East. From protecting Levantine varieties through PDO recognition to seeing Tunisian olive oil dominate regional markets, momentum is clearly building. More broadly, I am excited about the global renaissance of the olive oil sector, filled with renewed optimism, innovation and leadership. As an expert, brand owner and passionate pioneer, I hope this marks the beginning of a new era of Middle Eastern olive oil excellence.
