At a glance
- Buyer: Olijfoliedirect.nl, an online olive oil retailer in the Netherlands
- Producer: a family olive oil mill in Tuscany, founded in 1950 and IFS Food certified
- Products: extra virgin olive oil in 3 L tins and 1 L bottles, organic extra virgin, five flavoured oils and balsamic vinegar of Modena
- Volume: 858 units on two mixed pallets
- Delivery: by road from Tuscany to the buyer's warehouse in the Netherlands
- Timeline: first contact in mid-August, delivery in mid-October; ten days from payment to delivery
The challenge
Olijfoliedirect.nl sells olive oil online in the Netherlands and wins its customers through paid social, mainly Facebook and Meta ads. The founder, Dirk van Lagen, found ALL-FOOD through our Europages listing in August 2026 and asked for one thing first: extra virgin olive oil in 3 L tins, at a price that could compete in the Dutch market.
He was not looking for a catalogue. He wanted a supplier he could grow with, but only once he knew the product would sell, because every euro of stock he bought had to be earned back through ads.
Validate first, then order
Before placing an order, Dirk tested demand with Meta ads for the products he planned to sell. The test ran for about two weeks, and his shop lets customers pay with Klarna, buy now and pay later, which lowers the barrier for a first purchase online. Only when the ads showed that Dutch buyers were responding did he commit to stock. The first order was built as a test order: enough volume to serve real customers, small enough that the business was not betting a season on it.
It is the same principle we give every buyer starting a new line: prove the product sells in your channel before you commit to volume. Most buyers prove it with a first order. Dirk proved it with his ads, and the first order was the result.
What ALL-FOOD did
We put Dirk on a call with the product, the packaging options and the pallet configuration in front of him, instead of trading prices by email. From that call came a two-pallet plan.
The first pallet carried the 3 L tins, built to the producer's standard configuration of 14 cartons per layer over five layers. When the exact tin Dirk had seen in the catalogue turned out not to be produced in the 3 L format, we proposed the producer's equivalent extra virgin tin before anything was confirmed, and he accepted.
The second pallet mixed everything else: more 3 L tins, the 1 L bottles, the organic line, five flavoured oils and a balsamic vinegar of Modena. Before production, Dirk increased the flavoured oils from two to five cartons per flavour, and we reissued the proforma the same day.
We coordinated production and dispatch with the mill, and the goods travelled by road from Tuscany straight to his warehouse. For the Dutch market we supplied the producer's label texts in Dutch, in editable form so they could go straight onto his labels, and flagged the lines still missing a translation and the typos to correct before printing.
The order
| Product | Format | Units |
|---|---|---|
| Extra virgin olive oil, EU blend | 3 L tin | 336 |
| Organic extra virgin olive oil, 100% Italian, cold extracted | 1 L bottle | 108 |
| Extra virgin olive oil, 100% Italian, cold extracted, the mill's own label | 1 L bottle | 90 |
| Flavoured oils: truffle, black truffle, garlic, basil, chilli | 250 ml bottle | 300 (60 per flavour) |
| Balsamic vinegar of Modena | 250 ml bottle | 24 |
The mix is deliberate. The 3 L tins are heavy and sit at the everyday end of the range; the 100% Italian bottles, the organic line and the flavoured oils carry far more value per kilo. Shipping them together on two pallets keeps the freight cost per unit sold under control, which matters when every unit has to pay back an ad.
The result
The order left the mill on 9 October and was delivered to Dirk's warehouse in the Netherlands the following week, ten days after payment. Shortly after delivery he left this review on our Google Business Profile:
"Founder of Olijfoliedirect here. We are very happy with our experience working with ALL-FOOD S.r.l and the team. The olive oil we have received is of excellent quality, with a great taste and a beautiful Italian character. Communication has been smooth and professional, and we look forward to continuing our cooperation with them. Great company to work with!"
This was a first test order, and further test orders are planned as the range finds its customers online.
Selling Italian olive oil online in Europe?
Tell us your channel, the formats you want to test and the volume you can move, and we will come back with producers from our Italian olive oil range, pallet configurations and a delivery plan. Within Europe we can ship Ex Works or deliver by road groupage to your warehouse, agreed case by case.
Frequently asked questions
Can I order Italian olive oil in 3 L tins for an online shop?
Yes. In this case the 3 L tins filled a full pallet at the producer's standard configuration of 14 cartons per layer over five layers, with more tins on a second, mixed pallet.
Can one order mix olive oil, flavoured oils and balsamic vinegar?
Yes. This order combined 3 L tins, 1 L bottles, an organic line, five flavoured oils and balsamic vinegar of Modena on two pallets, which keeps the freight cost per unit lower than shipping the heavy tins alone.
Do you deliver olive oil to the Netherlands?
Within Europe we ship Ex Works or deliver by road to the buyer's warehouse, agreed case by case. This order travelled by road from Tuscany and arrived ten days after payment.
Can you provide Dutch labels?
We supply the producer's label texts in Dutch, in editable form, so the buyer can apply them before sale. Lines without a translation are flagged before printing.
Ready to source your next Italian product with us?