About Dewey


Welcome to my blog!

I’m Dewey Lucero:

You might call me an olive oil guru, or at the very least a passionate ambassador for California Extra Virgin Olive Oil. However I am labeled, my goal is simple: to educate everyone I possibly can about CA EVOO’s greatness. My mad love affair with the Golden State’s olive oils began early in life and eventually led me to discover my true super powers: immersing myself and my “let’s do this!” attitude in the industry’s brand building, public and consumer relations, and sales processes. I’ve never been afraid to get my hands dirty, because in my world, with the right attitude and willingness to work your olive off, everything is possible and can be as smooth, bold, flavorful, and fantastic as your favorite olive oil varietal.

Join me on this journey as I help to put California olive oil on the map, and dive into the specialty food industry, helping all those fantastic olive oil producers in California and gourmet food companies throughout the Nation who could use a boost with their marketing, sales, and PR. I love California olive oil, and I know it can be an industry leader. So let’s get our hands dirty, and let’s do this!
Dewey Lucero


A little bit about me:  I’m 36 years old, live in New Castle California, I graduated from Cal Poly San Luis Obispo with a degree in Mechanical Engineering, and that is where I met my wife Katie.  Katie and I have been married for 12 years now, and have two beautiful and amazing little boys: Hunter, 3 yrs old and Wyatt 1 yr old.  They are the love of our life, teaching us something new everyday with loads of laughing, loving, tears and high energy, Katie and I love it.  We live on 5 acres with a huge open field and creek on one end, which is now the home to one momma doe and two fonds, they are so cute, the two boys look for them every time we go for a walk or drive out of the house.  Our field needs to be mowed regularly, so that has been a big hit with the boys, and causes a lot of arguments now that Wyatt is big enough, over who’s going to “ride with daddy.”  It’s too funny, who would have thought!  Katie and I are both triatheltes, having raced 100’s of races between the two of us.  We’ve slowed down now with a family, but we still run 3-4 days a week with a  big run to farmers market and coffee (for Katie and I) on Saturdays.


I’m a 4th generation olive farmer and olive oil producer, and it’s very unique that both sides of my family have history in the olive oil industry, all in Corning California, where I grew up.  It’s safe to say that I have olive oil running in my blood.  I fell into olive oil after my first couple years of work when I was laid off, and love the industry.  Along the way I’ve learned a lot about the gourmet food industry, plus it helps that I love food!  I love trying new things, and I love hearing the stories behind them.  I’m passionate about what I do, and am excited to share it.

I hope you enjoy my blog, and feel free to contact me with comments or questions at: dewey@olivefantastic.com.  Please also leave comments below.

Thank you,

– Dewey –

Dad – Husband – California EVOO Ambassador – Foodie – Believer in making something normal, special – Former Founder & Co-owner of Lucero Olive Oil – Olive Oil Master – Award Winning Taste Buds – Consultant –  Hustler – Believer in all Things Fantastic!

Read my full story (HERE)

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I love talking olive oil, please feel free to contact me via email or phone. Here is my contact information:

Dewey Lucero
Olive Fantastic
9385 Old State Hwy, Unit #4
Newcastle, CA 95658
Phone: 530-514-4006
Fax: 4215 4879 125
Email: dewey@olivefantastic.com