Where Is The Oilerie From Shark Tank Today?

While it might be a cooking staple, not all olive oil bottles are the same. From region to flavor additions, choosing the right one for the occasion shouldn't be based on a whim or a guess. At The Oilerie, owner Curt Campbell took the European concept of bottling oil olives to order and brought it to Wisconsin and eventually "Shark Tank." While Campbell hoped he could heat up the Sharks' interest in a flavorful deal, the concept may have needed to age a little longer.

On "Shark Tank" Season 6, Campbell presented his oil olive and balsamic vinegar business and pitched a $500,000 investment for 35% equity. Looking at his business stats, the company has a good profit margin on the oil olive sales. In addition, the business is bigger than a single storefront in northern Wisconsin. According to Shark Tank Recap, Campbell has an "Oilerie USA" franchise system that can earn income via perpetual royalties. 

Although Mr. Wonderful collects olive oils and other sharks have invested in the food space, the group found the business model lacked future potential profits. Even though a great-tasting EVOO might be the key ingredient to a flavorful recipe, the Sharks weren't hungry to make a deal. Campbell left the tank with no offers.

Prior to his Season 6 "Shark Tank" episode airing, owner Curt Campbell spoke to the Green Bay Gazette in 2014 regarding his appearance on the ABC show. While he admitted that there was some nervous energy with the production elements of the show, the experience was overall positive, even without making a deal. In an episode of "Beyond the Tank," Campbell shared that he did experience some mental difficulties, but his resilience rose to the top. Although he admitted that the Sharks were correct that the business model needed help, he found that changing his circumstances and pushing forward with a plan can reap success.

Looking at both The Oilerie's website and social media pages, the Green Bay-based store seems to be doing well. The company has been in business for 20 years, but it did close some locations during the pandemic, including closing the Fish Creek location in 2021. It is unclear how many of the franchise locations are still in operation or have shuttered their doors. 

Given that Campbell's pitch was more about expanding the concept of a bottle on demand oil olive business, it is unclear if the parent company is maintaining its high sales numbers and profit margins as a comprehensive business. The concept of trying olive oil before buying your bottle has merits in a small, specialty retail setting. But the idea of The Oilerie becoming the next Starbucks never seemed to come to fruition.

Even with sales, potential franchise growth, and the ability to get into a niche market before the masses, The Oilerie learned that the Sharks might appreciate hard work and determination, but that does not earn an investment deal. In a conversation with Heavy, owner Curt Campbell admitted that he might have changed his approach if he had a tank do-over. 

Specifically, Campbell said his explanation and pitch were incomplete. He needed to clarify that the potential deal was the franchising aspect, not his original local store in Wisconsin. Without the deal, he didn't have the infrastructure in place to leverage the potential franchise deals that arose due to being on the show. His best advice to future "Shark Tank" businesses was to be knowledgeable about their business, be respectful, and show no fear.

During the first 10 "Shark Tank" seasons, 56% of businesses made a deal, with food businesses accounting for the most deals on the show, according to The Hustle. Getting a deal on-camera doesn't guarantee that a contract is signed post-airing, nor does the partnership automatically come with Scrub Daddy-type success. Still, many brands have seen a boost in sales, name recognition, and success. Swimming with the sharks might be a business risk, but sometimes the reward is worth it.