“Praised by Greeks and Romans”

When Migros introduced olive oil into its product range in 1928 it was purchased mainly by Italian immigrants. Swiss housewives were initially somewhat sceptical, as they saw olive oil as a medicinal product, not a food.

From the beginning of 1928, Migros AG includes olive oil in its range. The advertisement promises housewives a “full-bodied, natural oil which tastes and smells of the pure fruit”. In contrast to most of the olive oils available for sale, it is full of vitamins as the taste is not “worked to death”. The main customers for Santa Sabina are – according to Migros – the Italian “inhabitants who understand oils and oil cuisine”. The Swiss housewife, however, must first of all overcome her prejudices against the healthy Mediterranean product.
For the Swiss at this time, olive oil belongs in the first-aid kit rather than in the kitchen cupboard. Doctors practising natural medicine prescribe it to their patients as a remedy. Migros picks up this thread by declaring Santa Sabina on the labels as a “Remedy from the Middle Ages / praised by Greeks and Romans”. The advertisements thus appeal to customers who “regularly take a spoonful of olive oil each morning for health reasons”.
Today, olive oil is an important part of Swiss cuisine. Migros, which played a decisive role in popularising olive oil, now has 16 types in its range from Italy, France, Spain and Greece, and in all price segments.