-------------------------------------------------------------------------------- DOCUMENT CONTROL (HEADER) -------------------------------------------------------------------------------- Document ID : DARX_BI_PRICE_QUALITY_MTX_001 Title : EVOO Price-Quality Matrix, US Market Version : 1.1 Status : ACTIVE Classification : Internal, Confidential Prepared By : PYB / Daralbeida Reviewed By : (none on record) Approved By : (none on record) Approval Date : (none on record) Owner : PYB / Daralbeida Date Created : 2026-04-01 Last Revised : 2026-06-13 00:00 UTC Update Cycle : Quarterly or before investor or buyer presentation; verify live prices before any distribution Next Review Due : 2026-09-13 Annual Review : Yes Retention : 3 years from date of creation Department : BI Style : BPGP Keywords : EVOO, price-quality matrix, competitive positioning, premium justified, value benchmarks, Daralbeida, Morocco Gold, pricing Related Docs : DARX_BI_EVOO_PRICE_LIST_001; DARX_BI_PRICING_REC_001; daralbeida_competitive_benchmark.html Supersedes : DARX_BI_PRICE_QUALITY_MTX_20260401.txt Superseded By : (none, current version) -------------------------------------------------------------------------------- OUTLINE -------------------------------------------------------------------------------- 1. Purpose and Scope 2. Axes and Quadrant Definitions 2.1 Axes 2.2 Quadrant Definitions 3. Full Brand List 4. Matrix View 5. Daralbeida Position Analysis 6. Competitive Gap Map 7. Quadrant Summary 8. AI Prompts 9. Revision History 10. Acronyms 11. Glossary DOCUMENT CONTROL (FOOTER) -------------------------------------------------------------------------------- ================================================================================ 1. PURPOSE AND SCOPE ================================================================================ This document maps US premium EVOO brands on a price-quality matrix using a composite quality score and US retail price per 0.5L equivalent. It is used for competitive positioning, investor materials, and pricing strategy decisions. Daralbeida's position ($26 / Quality 76) is analyzed in Section 5. Quality scores are composites of: polyphenol content, acidity, origin transparency, production method, and third-party validation. They are Daralbeida estimates, not published IOC or independent scores. Quality scores are composite estimates. Prices are US retail as of April 2026. Verify live prices before any investor or buyer presentation. ================================================================================ 2. AXES AND QUADRANT DEFINITIONS ================================================================================ 2.1 AXES The matrix plots brands on two axes with quadrant dividers as follows. Axis Definition ────────── ────────────────────────────────────────────────────────────── Horizontal Retail price per 0.5L (USD), low to high Vertical Quality score (0-100), composite of polyphenol content, acidity, origin transparency, production method, and third-party validation Quadrants Divided at ~$25 (price) and ~70 (quality) 2.2 QUADRANT DEFINITIONS Quadrant Name Meaning ──────────── ────────────────── ────────────────────────────────────────── Top-right Premium Justified High quality and premium price Bottom-right Value Benchmarks High quality and accessible price Top-left Positioning Risk Low quality and high price Bottom-left Gateway / Commodity Low quality and low price ================================================================================ 3. FULL BRAND LIST ================================================================================ Brands are sorted by quality score descending, then price. Quadrant and channel notes are split into a companion table below to keep every row within 80 characters. Brand Price Quality Quadrant ───────────────────────────── ───── ─────── ─────────────────── Olivea Ultra High Polyphenol $48 90 Premium Justified Frantoio Franci Villa Magra $55 88 Premium Justified Laconiko $42 82 Premium Justified PJ Kabos $36 80 Premium Justified Manni Oil $45 78 Premium Justified Morocco Gold $28 78 Premium Justified Olio Roi Cru Taggiasca $48 77 Premium Justified Olivy Portugal $38 79 Premium Justified Bono Sicilian $25 76 Premium Justified *** DARALBEIDA(TM) *** $26 76 Premium Justified Pasolivo $32 75 Premium Justified Kosterina $32 74 Premium Justified Brightland $40 74 Premium Justified Citizens of Soil $35 72 Premium Justified Partanna $15 72 Value Benchmark Cobram Estate $22 71 Value Benchmark Ellora Farms PDO $20 70 Value Benchmark Graza $18 68 Value Benchmark California Olive Ranch $15 68 Value Benchmark Terra Delyssa $11 67 Value Benchmark Texas Hill Country $20 70 Value Benchmark O Olive Oil California $18 68 Value Benchmark La Tourangelle Organic $15 67 Value Benchmark Gaea Fresh $10 66 Value Benchmark Colavita Premium $13 65 Value Benchmark Kirkland (Costco) $15 64 Value Benchmark 365 Organic (Whole Foods) $9 63 Value Benchmark California Olive Ranch Global $10 63 Value Benchmark Bertolli Rich $12 58 Gateway / Commodity Filippo Berio $10 56 Gateway / Commodity Carapelli Unfiltered $12 56 Gateway / Commodity Great Value (Walmart) $7 52 Gateway / Commodity Pompeian Robust $10 48 Gateway / Commodity Pompeian Smooth $10 42 Gateway / Commodity Gundry MD $50* 68 Positioning Risk Note: Gundry MD price is normalised to $100/0.5L but listed at the actual $50/250ml for accuracy. The asterisk on $50 denotes this per-250ml basis. Channel and notes by brand: Brand Channel / Notes ───────────────────────────── ───────────────────────────────────────────── Olivea Ultra High Polyphenol DTC specialty Frantoio Franci Villa Magra Tuscany, NYIOOC consistent winner Laconiko 4-gen family estate, DTC/specialty PJ Kabos Family estate, used by Nobu Manni Oil Tuscany, ultra-premium Morocco Gold Amazon; Moroccan single-estate Olio Roi Cru Taggiasca Liguria, Italy Olivy Portugal Specialty/DTC Bono Sicilian Sicily, entry premium *** DARALBEIDA(TM) *** Morocco, single-estate, MAFTA 0% Pasolivo California, specialty retail Kosterina Greece, Amazon + DTC Brightland California, $21.83M funded Citizens of Soil DTC subscription, EU single-estate Partanna Sicily Nocellara, Amazon/retail Cobram Estate US/Australia, award-winning Ellora Farms PDO Greece Koroneiki, Amazon bestseller Graza Spain, squeeze bottle, $280K raised California Olive Ranch US domestic, Whole Foods dominant Terra Delyssa Tunisia, major US retail presence Texas Hill Country US domestic, specialty O Olive Oil California California, specialty grocery La Tourangelle Organic Organic, mass specialty Gaea Fresh Greece Koroneiki, PET bottle Colavita Premium Italy, widely distributed Kirkland (Costco) Italy sourced, high volume 365 Organic (Whole Foods) Private label blend California Olive Ranch Global Multi-origin blend Bertolli Rich Mass-market, 150 years old Filippo Berio Italy blend, mass retail Carapelli Unfiltered Italy blend Great Value (Walmart) Private label blend Pompeian Robust Spain blend, mass-market Pompeian Smooth Spain blend, mass-market Gundry MD *per 250ml; DTC subscription only ================================================================================ 4. MATRIX VIEW ================================================================================ The ASCII grid below plots brands by quality (vertical) against price (horizontal). The VALUE LINE marks quality 70; the vertical $25 divider separates Value Benchmarks from Premium Justified. Quality 90 | Olivea......................................................... | 85 | Frantoio Franci................................................ | 80 | Laconiko....Manni......Olio Roi.... | PJ Kabos...Olivy 78 | Morocco Gold.............................. | 76 | Bono Sicilian..DAB(TM)..................... | 75 | Pasolivo..Kosterina..Brightland | 74 | Brightland..........................Gundry MD* | 72 | Partanna..............Citizens of Soil | 71 | Cobram Estate.............................................. | 70 | Ellora..Texas Hill Country..................................... | - - - - - - VALUE LINE - - - - - - - - - - - - - - - - - - - - 68 | Graza..COR..O Olive..Terra D.........................Gundry MD* | 67 | La Tourangelle..Terra Delyssa.................................. | 65 | Colavita....................................................... | 64 | Kirkland.................................................... | 63 | 365 Organic..COR Global................................. | 60 | | 58 | Bertolli............................................. | 56 | Filippo Berio..Carapelli.......................... | 52 | Great Value.................................... | 48 | Pompeian Robust............................ | 42 | Pompeian Smooth......................... | +----+----+----+----+----+----+----+----+----+----+----+----+---> Price $7 $10 $13 $16 $19 $22 $25 $28 $32 $36 $40 $48 |<--- VALUE BENCHMARKS --->|<---- PREMIUM JUSTIFIED ------->| $25 ================================================================================ 5. DARALBEIDA POSITION ANALYSIS ================================================================================ Current position: $26 / Quality 76. Quadrant: Premium Justified (top-right). Nearest neighbors: Relationship Brand and position ──────────────────────────────────── ────────────────────────────────────── Below on price Bono Sicilian ($25, Q76), essentially identical Above on price Pasolivo ($32, Q75), Kosterina ($32, Q74) Above on quality (same price band) Morocco Gold ($28, Q78) Closest competitor, similar origin Morocco Gold ($28, Q78) Key observation: Morocco Gold is the most direct comparable, also Moroccan, also Amazon-distributed, quality scored higher at 78, priced at $28. This is both a threat (direct substitute) and a calibration signal: if Morocco Gold holds $28, Daralbeida at $26 is conservatively priced versus a proven comparable. DAB versus the quadrant: Daralbeida at $26/76 is in the premium justified quadrant but at its lowest price boundary. It is the most accessible brand in the quadrant. This is strategically sound for a zero-equity launch: enter the right quadrant at the lowest viable price, build equity, move right (higher price) as the brand accumulates social proof. The gap between DAB ($26) and the next price cluster (Pasolivo/Kosterina at $32) is $6. This is the target move once Gates 2-4 of the pricing protocol are cleared. ================================================================================ 6. COMPETITIVE GAP MAP ================================================================================ Price axis only, at quality greater than or equal to 70. $10 $15 $18 $20 $22 $25 $26 $28 $32 $35 $36 $38 $40 $42 $45 $48 | | | | | | | | | | | | | | | | Elr Prt Grz TX Cbr Bon DAB MoG Pas CoS PJK Olv Brt Lac Man OlR Ell Kos DAB sits between Bono Sicilian ($25) and Morocco Gold ($28). Nearest premium cluster to the right: Pasolivo plus Kosterina at $32, a $6 gap. Nearest value cluster to the left: Cobram Estate at $22, a $4 gap. At $26, Daralbeida is closer to the value tier than to the established premium tier. At $29, it would sit in the middle of an empty zone between Morocco Gold ($28) and Pasolivo ($32). At $32, it would match the established premium tier. ================================================================================ 7. QUADRANT SUMMARY ================================================================================ Quadrant Brands Avg Price Avg Quality ────────────────── ────── ───────── ─────────── Premium Justified 14 $37 77 Value Benchmarks 12 $15 67 Gateway / Commodity 8 $10 55 Positioning Risk 1 $50/250ml 68 Premium Justified ($25+, Quality 70+), 14 brands: Daralbeida is the lowest-priced brand in this quadrant at $26. Morocco Gold ($28/78) is the only other Moroccan brand present. Value Benchmarks ($0-24, Quality 65+), 12 brands: Dominated by California Olive Ranch, Graza, Cobram, Ellora. This quadrant is volume-competitive; margin is thin. Gateway / Commodity ($0-20, Quality below 65), 8 brands: Mass-market; Pompeian, Bertolli, Filippo Berio, Colavita. Not Daralbeida's market. Positioning Risk (high price, Quality below 70), 1 brand: Gundry MD: $50/250ml, Q68. Celebrity-backed, no polyphenol transparency. Daralbeida must never drift here (high price without verifiable quality). ================================================================================ 8. AI PROMPTS ================================================================================ Use the prompt below to regenerate or update this matrix when refreshed price and quality data are available. Replace the editable tokens in [SQUARE_BRACKETS] before running. ================================================================================ START OF PROMPT ================================================================================ You are a business intelligence analyst for Daralbeida, a premium Moroccan EVOO venture. Build a price-quality matrix of US premium EVOO brands for the [QUARTER_AND_YEAR] reporting period. For each brand provide: US retail price per 0.5L equivalent (USD), a composite quality score (0-100) weighted across polyphenol content, acidity, origin transparency, production method, and third-party validation, the resulting quadrant (Premium Justified, Value Benchmark, Gateway / Commodity, or Positioning Risk using dividers at ~$25 and ~70), and a channel / notes column. Sort by quality descending then price. Highlight the Daralbeida position at [DARALBEIDA_PRICE] / Quality [DARALBEIDA_QUALITY] and identify its nearest comparables, with special focus on [PRIMARY_COMPARABLE_BRAND]. Flag any brand whose quality score is an internal estimate rather than an independently verified rating. Output as plain-text BPGP tables only, no markdown. ================================================================================ END OF PROMPT ================================================================================ ================================================================================ 9. REVISION HISTORY ================================================================================ Version Date Author Summary of Changes ─────── ────────── ────── ────────────────────────────────────────── 1.0 2026-04-01 PYB Initial issue 1.1 2026-06-13 PYB Reformatted to BPGP v3.1; restructured brand and quadrant tables to fit 80 columns; added AI Prompts, Revision History, Acronyms, and Glossary control sections ================================================================================ 10. ACRONYMS ================================================================================ BI Business Intelligence (department code) COA Certificate of Analysis DAB Daralbeida (brand short code) DTC Direct to Consumer EVOO Extra Virgin Olive Oil FBA Fulfilled by Amazon FFA Free Fatty Acid IOC International Olive Council MAFTA Morocco-America Free Trade Agreement NYIOOC New York International Olive Oil Competition PDO Protected Designation of Origin (EU) PYB Internal reference code for the Daralbeida founder USD United States Dollar VC Venture Capital ================================================================================ 11. GLOSSARY ================================================================================ Composite Quality Score Daralbeida internal estimate on a 0-100 scale. Weighted composite of: polyphenol content, acidity level, origin transparency, production method, and third-party validation (awards, COA, IOC). Not a published or independently verified score. Daralbeida Brand name of the premium Moroccan EVOO venture. Always one word. Target position: $26 / Quality 76 (Premium Justified quadrant). EVOO Extra Virgin Olive Oil. Highest IOC grade. FFA 0.8% maximum. Morocco Gold Moroccan single-estate EVOO on Amazon US. $28 retail / Quality 78. The only other Moroccan brand in the Premium Justified quadrant. Primary Daralbeida comparable for pricing calibration. NYIOOC New York International Olive Oil Competition. Benchmark competition for premium EVOO. Winners cited as quality indicators. Premium Justified Quadrant Matrix quadrant: quality score above 70 AND retail price above $25. 14 brands as of April 2026. Daralbeida is the lowest-priced brand in this quadrant at $26. Value Benchmark Quadrant Matrix quadrant: quality score above 65 AND retail price below $25. 12 brands including California Olive Ranch, Graza, Cobram, Ellora. Volume-competitive; thin margins. -------------------------------------------------------------------------------- DOCUMENT CONTROL (FOOTER) -------------------------------------------------------------------------------- Document ID : DARX_BI_PRICE_QUALITY_MTX_001 Version : 1.1 Status : ACTIVE Last Revised : 2026-06-13 00:00 UTC Update Cycle : Quarterly or before investor or buyer presentation Next Review Due : 2026-09-13 Annual Review : Yes Owner : PYB / Daralbeida Distribution : Internal only Review Triggers : New EVOO competitor entry, significant US retail price moves, Daralbeida price-tier change, investor or buyer presentation COMPLIANCE : Quality scores are Daralbeida internal estimates, not independently verified. Do not present quality scores as published ratings in any external document. Prices are April 2026; verify before distribution. Revision History: See Section 9 -------------------------------------------------------------------------------- END OF DOCUMENT --------------------------------------------------------------------------------