HLP Voices Series #4: Interview with Ece Er Aydın

At Her Leadership Playbook, we love sharing stories of bold, visionary women who challenge the status quo and create a lasting impact. Our guest today is one such trailblazer: Ece Er Aydın, the founder of Olizzi, a brand that brings value-added, high-quality superfoods to consumers worldwide.

Ece’s journey is nothing short of inspiring, starting from a successful corporate career at Coca-Cola and Beko, she made the leap into entrepreneurship, driven by her passion for quality food, sustainability, and business innovation. With an MBA from Pepperdine University and a strong background in marketing, product management, and international business, she has successfully expanded Olizzi into global markets, including the USA, Turkey, and Japan.

In this conversation, Ece shares her insights on building a business from the ground up, the challenges of scaling a global brand, and her leadership lessons for women in business. Let’s dive into her remarkable journey!

Ece Er Aydin, Founder, Olizzi

Pınar:

I’ve known you for a long time, through your early days in corporate and your transformative MBA journey in the US. Your transition from corporate life to entrepreneurship is truly inspiring. What motivated you to start Olizzi?

Ece:

The story of Olizzi’s founding is not rooted in tradition but in my decision as an engineer and marketer to explore U.S. markets and take a leap of faith. As you may know, Türkiye is one of the leading countries in olive oil production, often ranking second, third, or fourth globally. However, we’ve failed to translate this production success into global recognition. Over the years, a lack of focus on branding and marketing—often undervalued concepts—meant that our producers predominantly sold their oil wholesale to other countries.

In 2017, as I explored supermarkets in the U.S., I was disheartened to see no Turkish-branded olive oils on the shelves. Spanish, Italian, Greek, Tunisian, and Moroccan olive oils had prominent placements, but Turkish brands were absent. Yet, I knew that many of those bottles likely contained Turkish olive oil, rebranded as "Product of XX." This miracle of ours—olive oil, a national treasure—was reaching global markets without serving Turkey's brand identity. No one I spoke to associated Turkey with olive oil, and this lack of recognition was a major barrier to entering the market.

Fueled by my passion for olive oil and confidence in my marketing expertise, I decided to take on this challenge. I envisioned a future where Turkish olive oil would be proudly displayed on international shelves under Turkish brands, competing with the finest. I also foresaw the emergence of high-quality Turkish olive oil brands, already gaining traction domestically, making their way to global markets. My dream was not only to see Turkish olive oil on shelves but to expand this vision to include other unique Turkish food products.

With this dream in mind, I founded Olizzi, and the journey began.

Pınar:

I follow your journey with great respect and admiration. Olizzi has successfully expanded into multiple international markets, including the USA, Turkey, and Japan. What were the biggest challenges in scaling a global brand, and how did you overcome them?

Ece:

Thank you Pınar, I’m happy to share my journey with you after our time together in corporate life. The biggest challenge was at the beginning of my journey, the moment I needed to convince myself.

I come from a civil servant family, but I’ve always dreamed of working in trade, starting my own business, and engaging in the magical world of exports. My boyfriend at the time—now my husband—Selim, visited me in Los Angeles in 2018 and brought along a few olive oil samples. Selim, an entrepreneurial architect, was well aware of my passion for quality food. I tend to be cautious and methodical, so I first needed to convince myself before taking any steps.

With my MBA classmates, I conducted research and compiled a list of Los Angeles’ most luxurious delis and grocery stores. I needed to believe I could sell olive oil in the U.S. market. I studied the olive oil industry in Turkey and globally and even pivoted my final MBA project to focus on olive oil. Still, looking back, I probably knew only a fraction—maybe one-tenth—of what I know today. Armed with bottles of olive oil in my bag, I started going door to door across different neighborhoods in Los Angeles. Naturally, not every store welcomed me. I was turned away from many doors, had countless phones hung up on me, and often faced skeptical reactions like, “Olive oil from Turkey?”

Eventually, we found ourselves in The Cheese Store of Beverly Hills, a small shop known for its gourmet products, from cheeses to specialty foods sourced from around the globe. It’s one of the most luxurious gourmet food suppliers in Los Angeles. Their olive oils ranged from $30 to $60 for half a liter. We explained that we were selling olive oil, and they called someone from the back. An older gentleman came out with bread and a plate, ready for a tasting. I already knew that bread wasn’t the correct way to taste olive oil, but I went with it. After trying two of our products, he chose one and said, “Let’s take a case to try out.”

I still remember the look I gave Selim. At that moment, I had no product, no brand, no company, and no knowledge of how to export. But we had an order! And not just any order—one from one of Los Angeles’ most luxurious delis! That was the day I truly believed in Turkish olive oil and decided to take this journey.

Later, I found out that the person who tasted our oil was Norbert Wabnig, a renowned cheese expert featured in documentaries. While we didn’t manage to sell our product that day in 2018, by 2021, we had our olive oils on the shelves of that very store. In 2022, we even hosted a tasting event there—a full-circle moment that underscored the belief I had placed in this journey.

Pınar:

As a woman entrepreneur, have you faced any unique challenges in your journey? What advice would you give to women looking to start their own businesses?

Ece:

I have always felt supported by my close circle and even by those who know me from afar. As a woman, I never felt discriminated against. Even if I was, I guess I simply didn’t pay attention to it. In everything I do, I first prove myself to myself. I try not to focus too much on what others say or think.

Pınar:

Olizzi is more than just an olive oil brand, it’s about quality, sustainability, and a deep connection to food. What values do you prioritize in your brand, and why do they matter?

Ece:

Olizzi is a brand that offers high-quality, practical, and innovative food products for people who care about what they eat. Our journey began with olive oil. Those who discover Olizzi experience the privilege and confidence of consuming carefully selected, flavorful, and delightful products. Whether it’s enhancing the taste of dishes with exquisite olive oil or solving their baby's constipation issues with a product they can trust, our customers share a common sense of reliability and exclusivity.

What sets us apart is our commitment to reflecting the beauty and quality of our products through our distinctive glass bottle designs. Olizzi does not fit the conventional mold of boutique olive oil producers—those who bottle just a few liters—nor are we a mass-producing industrial brand. Instead, we are a brand that brings the best Turkish olive oils to global consumers. We emphasize educating our customers about preserving high-quality olive oil, pairing it with the right dishes, and understanding its analyses. With a global vision, an expanding product range, innovative packaging, and growing sales volume every year, Olizzi strives to strengthen Turkey’s presence in the premium olive oil sector.

Our primary customer groups include parents, health-conscious adults, food enthusiasts, athletes, and outdoor enthusiasts.

Olizzi launched sales in Turkey in June 2020 and began exporting to the U.S. in November of the same year. In 2021, we expanded to Japan, followed by South Korea and the United Arab Emirates in 2024. The United States remains our largest market.

As we enter new markets, we adapt our product range to meet local needs. Based on feedback in Turkey, we launched our Olizzi Baby Organic line in 2021, gaining significant recognition. In the U.S., our single-serve products have become particularly well-known. By continuously evolving with market demands, we remain committed to offering exceptional natural extra virgin olive oil products worldwide.

When people get to know our brand, they experience the privilege and trust of consuming a carefully selected, delicious olive oil with Olizzi that brings them joy. Whether it’s enhancing the flavor of their meals with exquisite olive oil or solving their baby’s constipation problem, I believe the common feeling is trust and feeling special.

Our unique glass bottle design reflects the beauty and quality of our products, which sets us apart. Our customers know that only the best olive oil will enter this bottle. The white color of our Olizzi Baby bottles has proven to symbolize more than just a color, reaching many households in a short time.

Pınar:

Many professionals dream of transitioning from corporate life to entrepreneurship, but uncertainty holds them back. What I truly admire about you is your ability to seek inspiration and meaning in what you do, even when things no longer feel fulfilling, you embrace change instead of staying in your comfort zone. This is not easy. What advice would you give to someone on the fence about taking that leap?

Ece:

Well, this is a tough one. In my case, I always knew I wanted to build my own business. I was lucky to follow my passion for food and turn it into an international brand—combining tasting, education, and marketing. I think passion is the most important thing. Then, courage is essential. Acting ahead of time and applying the MVP (Minimum Viable Product) rule is crucial to avoid wasting time and to test your audience early.

Olizzi isn’t just a job for me. Entrepreneurship is a completely different mindset compared to a corporate career. It’s about taking risks, adapting fast, and staying ahead.

Pınar:

What does success mean to you? Has your definition of success evolved over time?

Ece:

Success, to me, is achieving the goals I set for myself and meeting my own expectations. If you ask what that means in practice, it’s about accomplishing the objectives I define for myself—aligned with my skills and capacity—within a certain timeframe. The content of success constantly evolves, but the definition remains the same.

Hitting numerical targets is the easiest part. But having the freedom to do what truly excites me is the most valuable. And if I genuinely enjoy the process, that’s when I know I’m truly successful.

Pınar:

Finally, what’s next for you and Olizzi? Any exciting future plans you’d like to share?

Ece:

2025 is shaping up to be an incredibly exciting year for us. With new investments, we’re strengthening our presence in both the U.S. and the UAE with innovative products that push the boundaries of the market.

One of my key goals is to develop packaging and logistics solutions that not only enhance efficiency but also reduce our carbon footprint while encouraging consumers to use olive oil more seamlessly in their daily lives.

Beyond that, my long-term vision for Olizzi is to expand our product portfolio with Türkiye’s most valuable superfoods. In fact, I’m currently training in honey tasting to bring this vision to life. Exciting things ahead!

Ece Er Aydin Bio:

I am the founder of Olizzi Olive Oils and a marketing entrepreneur. Born in 1990, I am a native of İzmir. After graduating from METU (Middle East Technical University) with a degree in Industrial Engineering in 2012, I moved to Istanbul. I briefly worked at Arçelik, followed by five years in various roles in the Marketing Department at Coca-Cola İçecek. During my time at Coca-Cola, I gained experience in food marketing within the retail and out-of-home consumption channels.

My passion for food and dining stems from Istanbul's rich culinary scene. While living in Istanbul, I organized city events with my friends under the name Sonradan Gurmeler, and we wrote columns in newspapers and blogs. Later, we compiled these writings into a book titled Yerim Seni İstanbul.

What I eat holds great importance to me because food is not only a way to socialize and a form of cultural exchange but also the primary input for our bodies and, by extension, our health. My adherence to the saying "You are what you eat" stems from this belief.

After living in İzmir, Ankara, and Istanbul, I moved to Los Angeles, USA, in 2017 to pursue my master's degree. I completed my MBA at Pepperdine University in Malibu. During this time, I worked as a consultant to the CEO of Roaming Hunger, the largest food truck reservation platform in the U.S. This role provided me with valuable experience in strategic consulting and startup management. It was also while living in the U.S. that I founded the Olizzi brand.

My curiosity for education and hands-on experience continued to grow. Alongside establishing Olizzi, I took several olive oil tasting courses. Sensorial analysis is crucial in olive oil quality, so I enrolled in sensory olive oil courses at ONAOO, the world's oldest olive oil school, located in Italy. Now I’m a registered professional olive oil taster. Additionally, I’ve ventured into a new area of discovery: sensory honey tasting, also in Italy. Honey, like olive oil, is one of Türkiye’s significant food products and excites me deeply.

As a Mediterranean native who understands the role of olive oil in our cuisine and culture, and as a marketer, I observed the potential of overseas markets. This inspired me to introduce high-quality Turkish olive oil to the world in a youthful and innovative way. Sharing value-added, carefully selected superfoods with people who care about what they eat is an exhilarating journey for me. My goal is to start with olive oil and gradually promote Türkiye’s treasured food products globally with the recognition they deserve, driven by a global vision.

https://www.linkedin.com/in/fatmaeceer/

https://olizzi.com/

https://www.instagram.com/olizzifoods/