Real Avocado Oil in a World of Shortcuts: Our Story

When I first started HASSY, I knew I wanted to make something more than just another bottle of oil on the shelf. But I didn’t fully grasp how hard it would be to build a brand around a product that so many people see as a commodity.

Avocado oil, for most, is “just oil.” They don’t think about the fruit it comes from, the people who grow it, or the care it takes to press it right. And that’s where the challenge and honestly, the heartbreak comes in.

Competing in this space means facing two big obstacles: bad quality and low price. On one hand, there are products that are mislabeled, overprocessed, or mixed with cheaper oils. On the other, there are brands that sell at rock-bottom prices, making people think all avocado oil is basically the same. (10% Avocado oil mixed with 90% canola)

It’s exhausting sometimes. You’re trying to educate people, show them that real extra virgin avocado oil has flavor, aroma, and health benefits. You’re trying to convince stores and chefs to care about quality, even if it costs a little more. Meanwhile, there’s a cheaper, lower-quality option that’s easier for everyone to grab, and it’s everywhere.

But here’s the thing: this is what makes it worth it. I believe in building something that doesn’t cut corners. That doesn’t compromise the fruit, the process, or the people behind it. HASSY isn’t just oil it’s care, attention, and pride bottled up.

Every time a chef tells me they taste the difference, or a customer shares a recipe they loved making with HASSY, I’m reminded why I do this. Competing in a commodity market is hard. But if you’re building something real, something honest, it’s worth every challenge.

For me, the journey isn’t about being the cheapest or the fastest, it’s about being the best. And in a world full of shortcuts, I hope that counts for something.

Martha