Most founders think importing is about logistics. It’s really about taste. If customers don’t notice the difference and influencers don’t talk about it, your product won’t move.
Damian Primis started his business with $750 and 300 bottles of olive oil.
A classically trained musician, he spends half his life on stage and the other wrangling pallets of Greek olive oil. After the pandemic, while productions were still ramping back up, Damian tested the idea of importing oil from family’s homeland.
Connecting with a friend who owned a grove in Greece, he shipped a small batch and filled 300 bottles by hand. That first run was scrappy and barely profitable, but enough proof to keep going and turn Primis Imports into a lasting brand.
Don’t fight freight alone. Damian tried handling FDA registrations, broker codes, and customs himself. Then he realized the smarter move was working with a trusted freight forwarder to move the product from grove to warehouse, so he could focus on building the business.
Turn seasonality into hype. Olive oil only harvests once a year. Instead of treating that as a problem, Damian made it part of the brand: limited runs, collabs, and new SKUs (like salts and brittles) that keep customers engaged year-round.
Customers won’t value what they don’t understand. To most shoppers, olive oil is just olive oil. Primis made education part of the product, explaining origin, milling, and quality so customers understood the difference.
One influencer’s recommendation beats 100 ads. A single chef shoutout or editor mention drives sales more than any campaign. Food & Wine, Serious Eats, and The Strategist did more for Primis than thousands in paid spend.
Market insight → Imported products don’t sell because they’re new. They sell because influencers vouch for the product and consumers understand the value.
Proof is in the picking
Calculate your ship-or-sink costs
Before you bring product from overseas, run the numbers. This list shows whether your margins can survive freight, customs, and compliance.
Run size (units): How many units you plan to import
Freight and customs (per pallet): Include duties, brokerage, FDA filings, port fees
Storage and insurance (per month): Cold storage and warehousing
Landed cost per unit: Divide total cost by units
Wholesale/Retail price: Plug in your price points
Result: Compare margin to your target. If it’s below your threshold, adjust before you ship.
Influencers who move product
Before you spend on ads, start with the people who can actually move product.
Editors/Publishers: Who might feature it in food media?
Retail Buyers: Who can slot it next to the right products?
Community Voices: Who already talks about this category online?
Chefs: Who would put it on a menu?
Contact Plan: How will you reach each one in the next 30 days?
