Revoilution...wrong answer to the right question

Just heard about this "invention" : a kitchen top appliance to produce olive oil. It comes in two versions: "Regular" (@ 500 Euros) using capsules of pre prepared olive paste, or "Pro" that uses actual olives (@2000 Euros). The target consumer is, according to their communication, someone looking for "good oil", freshly pressed. Someone who does not trust bottled oil from the supermarket.

Personally, I am very ken on genuine food. We have a juicer that we use every morning, a hand powered mill to reduce oats into muesli, a machine to make our own cereal milk (soy, barley, rice etc.). Looking at this machine I am initially puzzled, then quite irritated.

This may very well become a success, the new expensive toy that MUST appear in the kitchens of the true hipster or new "liberal" elite. It is ok, happy for the kids who are launching it, a new way to separate idiots from their money. Better this one than the Nespresso machines, with millions paying a high price (their problem) and polluting the planet with zillions of not-disposable capsules.

To me, it just does not make sense!

1. Nobody will convince me that buying processed pulp (frozen?) is, in terms of taste, health and money, better than what we could buy from one of the many good (young and old) olive growers that are producing high quality oil
2. The one processing real olives may be, in principle, more interesting. But it is even worse. Where do you find olives? Even if you do have one or more trees, you do not want to press them kilo by kilo. You need to harvest and produce all the oil for the season. What do you do? Freeze the olives? Oh my God! Besides, contrary to juice, oil needs some rest before consumption. No point in having your salad under the beek...unless you are a (ignorant) hipster that wants to impress friends.
3. Economically, it is a bloodbath, but this again it's not the main issue, as the Nespresso machine has proved.

Having said this, the issue in another one. Those who care for good, genuine food should patronize the many entrepreneurs who in many territories are struggling to save or revive old "cultivars", look after areas that risk abandonment, that refuse chemicals in all phases of the production process, that often combine production with tourism and culture. Good oil is not cheap, but when you pay 10, 15 even 20 Euros for a bottle you are contributing to all of this.

Go to a good store, a farmers' market, participate to one of the "open door" events to see what you buy, where it comes from, geographically and historically. Stock up, like tradition mandates, for the rest of the year.

This is much better than one more expensive, space and energy consuming toy that will be ditched in a few months.