Sara Wilson Receives COOC Pioneer Award

Greeted with warm applause and a standing ovation, specialty food entrepreneur Sara Wilson accepted the California Olive Oil Council’s Pioneer Award at the Council’s awards dinner on April 5 in Monterey, Calif. Wilson is the managing partner of The Pasta Shop, the flagship store of Market Hall Foods, a group of family-owned food businesses based in Oakland, Calif. In presenting the award, Nancy Ash, the 2012 Pioneer Award recipient, outlined 20 years of contributions Wilson has made toward building and continuing to grow the California olive oil sector.

The audience of over 150 growers, producers, retailers, trade affiliates and educators frequently cheered Wilson on during her acceptance speech. She introduced and thanked her team of chefs, buyers, and managers. As she thanked the producers for supporting the work of the retailers, Wilson noted how The Pasta Shop’s olive oil selection has grown since 1986 from three extra-virgin oils to the more than 30 it presents now.

Long recognized for its selection of carefully curated extra-virgin olive oils and as an early champion of California olive oils, The Pasta Shop received the California Olive Oil Council’s (CCOC’s) premier Retailer Recognition Award in 2008. Since the early days of the COOC, Wilson, her brother Tony Wilson, and The Pasta Shop team have supported the COOC through leadership on the board of directors and committees, as early adapters of the COOC seal and the taste panel, and via donations of time, product, funds, and expertise.

The Pasta Shop offers frequent tastings and educational programs for customers. Beyond the successful retail program, The Pasta Shop also uses certified California oils in its catering, bakery and fresh pasta businesses – over 150 gallons per week. Under Wilson’s direction, The Pasta Shop enjoys a national reputation for excellence and has become a leader in the specialty food business. The National Association for the Specialty Food Trade (now known as the Specialty Food Association) has twice selected The Pasta Shop as a winner of the Outstanding Retailer Awards. Wilson has served as a retail board member for the Specialty Food Association. 

Locally, she is on the board of Cal Performances and is past president of the Rockridge Business Improvement District, and past treasurer of the San Francisco Chapter of Les Dames d’Escoffier. Wilson and her family grow and press their own olives at Hapuku Lodge in New Zealand, the Wilsons’ home country.

The COOC board of directors selects the Pioneer Award recipients annually to recognize those who have made major contributions to the California olive oil industry and the COOC. Past recipients include the Jaeger Family, Bob Singletary, Albert Katz and Fran Gage.

For more information about the COOC, visit www.cooc.com. To learn more about The Pasta Shop and Market Hall Foods, visit www.rockridgemarkethall.com.