Meet Kaveh Nourmofidi | Founder of aficio22

We had the good fortune of connecting with Kaveh Nourmofidi and we’ve shared our conversation below.

Hi Kaveh, what was your thought process behind starting your own business?
My journey began when I moved from Toronto to San Diego, leaving behind my career in banking to start a new chapter—getting married and relocating to a new city. For years, I felt unfulfilled in my career and longed to create something of my own. Growing up, family, cooking, and healthy eating were at the heart of everything, and olive oil was always the essential ingredient in our kitchen.

Once in San Diego, I discovered that California produces some of the highest-quality olive oil in the world, yet it doesn’t always get the recognition it deserves. We often associate the best olive oil with countries like Italy and Spain, but in my research, I realized we have incredible, locally-produced olive oil right here in the U.S. That realization inspired me to not only share the quality of California olive oil with a broader audience but also to build a mission-driven company.

At the heart of our brand, we’re more than just an olive oil company. We’re committed to making a difference. That’s why we allocate 2% of our annual sales to support youth development through after-school programs. We believe in empowering the next generation and making a meaningful impact on their lives.

Alright, so let’s move onto what keeps you busy professionally?
My journey has been anything but easy, and the challenges never really go away. From my transition out of banking in Toronto to founding aficio22 in San Diego, it’s been a path marked by constant hard work, learning, and perseverance. I left behind a stable career to build something of my own—a business rooted in my passion for healthy living, food, and high-quality ingredients like olive oil. But the road to get here has been full of long hours, tough decisions, and sacrifices.

One of the biggest challenges has been balancing growth while constantly reinvesting everything back into the business. At aficio22, we focus relentlessly on quality and expansion, which means I’m working seven days a week—whether it’s managing day-to-day operations, attending events, or pushing forward new projects. The constant drive to grow has made it necessary to put every dollar back into the company, and honestly, it can feel like we’re always climbing a mountain. But it’s worth it, because we’re building something we believe in, and every challenge is just another step toward our goal.

If there’s one thing I’m most proud of, it’s my resilience and persistence. These qualities have become my greatest strengths. There are days when things don’t go as planned, when setbacks happen, or when we face obstacles that seem insurmountable. But it’s my ability to keep moving forward, to problem-solve, and to stay focused on the bigger picture that keeps me going. Entrepreneurship isn’t about avoiding challenges; it’s about figuring out how to overcome them day after day.

I’ve learned that the key to making it through these tough times is adaptability—being open to change, learning from mistakes, and staying committed to the mission. It’s also about having the right people around you. For me, that’s my wife, Mariam, who has been an incredible partner in both business and life. She’s not only helped with the practical aspects of the business, but she’s also been a constant source of emotional support and encouragement.

At aficio22, we’re not just selling olive oil—we’re building something bigger. We’re committed to quality, integrity, and making a positive impact, especially through our mission to invest in youth development programs. It’s a work in progress, but we’re determined to keep pushing forward, no matter the obstacles.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
If my best friend were visiting San Diego, I’d make sure to show them the best of what the city has to offer. We’d start with a scenic stroll at La Jolla Cove, soaking in the stunning ocean views and then treat ourselves to some of the best gelato in town at Bobboi—the dark chocolate and bacio flavors are a must-try. A trip to the San Diego Zoo would be next, where we’d spend the day marveling at the incredible wildlife, from giant pandas to exotic birds. It’s always a jaw-dropping experience, and it’s one of my favorite places to visit, as my wife and I recently did. Afterward, we’d enjoy a fantastic dinner at Sushi Nekosan in La Jolla, known for its delicious sushi rolls and laid-back atmosphere.

One of the best ways to experience the local culture is by checking out the Little Italy Farmers Market, open on Wednesdays and Saturdays. It’s full of fresh, local produce, artisan goods, and diverse food stalls. Of course, we’d swing by my booth to offer a tasting of aficio22 Olive Oil—it’s always a great way to connect with the community and share a bit of our story. After exploring the market, we’d stroll through Little Italy, browsing through the neighborhood’s charming shops.

A day at the beach is a must, so we’d head to Pacific Beach for some sun, surfing, or simply lounging on the sand. Then, we could explore Balboa Park.
To cap off the week, I’d introduce my friend to the local craft beer scene, hitting up places like Stone Brewing for some unique brews. Finally, we’d stroll through Seaport Village for some great views of the harbor and the skyline, and grab a bite enjoying fresh seafood right by the water.

Who else deserves some credit and recognition?
I truly believe that much of the growth and success of aficio22 is thanks to the unwavering support of my wife, Mariam. From day one, she has stood by me through the challenges that come with starting and running a business. Not only has she been an emotional anchor, but she’s also been hands-on in every aspect of the business. While managing her own full-time career, Mariam has been instrumental in helping with events, farmers’ markets, and even handling our accounting needs.

She has been an invaluable sounding board, always ready to brainstorm and bounce ideas off of, helping refine everything from our brand’s vision to day-to-day decisions. Her dedication, passion, and belief in aficio22 have played a huge role in where we are today. I genuinely can’t imagine going through this journey without her.

This shoutout is dedicated to her—her constant encouragement, her partnership, and her ability to balance it all with grace and strength. aficio22 wouldn’t be what it is without her.

Website: https://www.aficio22.com

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