Saturday, December 10, 2011

Over 1,000 gather for 'Winter Crush'



In the photos, from the top: Dewey Lucero (center), founder and co-owner of Lucero Olive Oil in Corning, conducts a tour of the plant during today's first "Winter Crush" event; Rick Webb runs a slicer and deleting machine; and co-owner Katie Lucero sips a sampling of Arbequina olive oil.

Give the folks in Tehama County one thing: they sure love their local ag. Whether it's the Dairyville Orchard Festival, Farm-City Week, the Bull Sale or countless other livestock-related events at the fairgrounds, people come out in droves to see what their neighbors are producing and just celebrate the area's rural culture. By any measure, today's first-ever "Winter Crush" at Lucero Olive Oil had to be considered a success, drawing more than 1,000 people to its mill tours, vendor booths, store, hot food and live music.

My story will delve into Dewey Lucero's explanation of why extra-virgin olive oil from places like his mill are superior to many bottles of olive oil you'll find in the supermarket. He has research from UC-Davis to back him up.

Look for my coverage at CapitalPress.com next week.

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