In the early 1900s the Bitonto entrepreneur Antonio Lovascio, decided, in order to control the entire production chain of his farm, hinged until then on the cultivation of olives, to establish his own oil mill. It quickly became a point of reference for local producers, who were sure of the dedication, commitment and seriousness with which their olives were processed.
In the early 1950s then, the eldest son, Francesco, began to bottle the oil produced, and to market it under the brand name "Lovascio," which over time became synonymous with quality.
Finally, at the end of the 1980s, the baton passed to his children Serafina, Domenico and Alessandro: a new generation destined to face the stimulating challenges of the globalized world.
The third generation of oil entrepreneurs, the Lovascio brothers, run the company, founded first by their grandfather Antonio and then inherited by their father Francesco, respecting the ancient tradition of their town-Bitonto, where olive production and processing constitute an authentic art. Their Commitment and determination have led the company to position itself well on the national market, achieving gradually greater commercial success.
The quality of the products, the careful selection of the origin and variety of olives, the method of harvesting, always directly from the trees, and pressing in the next 12 hours strictly cold, have always been the cornerstones of production.
Added to this is the experience refined over the years, in the tasting of oils, aimed at selecting only those that can preserve over time the intensity and aromas typical of the Mezzogiorno.
The Mediterranean, the cradle of Western civilization, is also the native land of the olive tree, which has always been a symbol of abundance, glory and peace.
In fact, its temperate climate condition, characterized by warm summers and moderately gloomy winters, makes it the ideal land for olive growing. Sun, water and shallow soils are the optimal natural elements for the development of these plants, which have been cultivated since ancient times in the Eastern Mediterranean area, which included: Greece, with its islands, southeastern Turkey, Syria and Palestine.
Today, however, the heart of olive growing lies in the western part of the Mediterranean: in fact, countries such as Spain and Italy hold the record in world olive oil production.
Apulia, with its 350,000 hectares of cultivation, represents today, one of the most olive-growing regions in the world: it alone accounts for about 35 percent of the entire national production. The link between the region and the olive tree, however, crosses the boundaries of the economic sphere landing instead in that of tradition.
The tousled canopies of the imposing centuries-old olive trees give the territory the characteristic silver-green color with which the Bari countryside is also painted, which in the southern part, hosts the "Cima di Mola" variety, while in the northern part "Coratina" and "Cima di Bitonto".
The latter in particular are subjected to an important cultivation operation: pruning, which, by providing better illumination to the foliage and ensuring proper aeration of the canopy, generally allows good fructification as well as facilitation in harvesting operations.