Today we’d like to introduce you to Fernando Ortega.
Hi Fernando, we’d love for you to start by introducing yourself.
My story is a combination of law, entrepreneurship, writing, photography, and, above all, a deep connection to my roots.
I was born in Murcia, Spain, in 1969, but I grew up in Jaén, in the heart of Spain’s olive oil country. That is where I feel at home. I became a lawyer in 1993 and, throughout my career, I have worked with both Spanish and international companies. I have also taught at the University of Jaén and mentored entrepreneurs in San Antonio through the Free Trade Alliance and UTSA.
But I have always had a creative side. I am a writer, and I have published novels, essays, and poetry. Photography has also been an important part of my life, including exhibitions in Madrid, Jaén, and San Antonio.
In 2009, I decided to take something very personal from my family’s history and turn it into a business. My grandfather, Francisco Ortega, began producing olive oil in the Peal de Becerro area of Jaén in the early 1950s. I took that family tradition and created ILOVEACEITE, with the idea that extra virgin olive oil could be much more than a product. It could be a connection between tradition, history, people, and place.
From Jaén, we began selling and exporting directly from producers, focusing on traceability, quality, and traditional methods. Over the years, ILOVEACEITE expanded internationally, reaching more than 30 countries and eventually establishing operations in Poland and the United States.
In 2016, I took another big step and moved part of the business to San Antonio, Texas, where I built ILOVEACEITE US from the ground up. It was a completely different market and a very competitive one, but I saw an opportunity to introduce people to authentic Spanish olive oil and Mediterranean food in a more personal way — through direct sales, events, cooking, and culinary experiences.
Today, I continue to combine my Spanish roots with my life in Texas. I believe in respecting where you come from, but also in having the courage to choose where you are going.
That is probably the best way to describe my journey:
Built on tradition. Driven by freedom.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It has definitely not been a smooth road — and I think that is part of what has made the journey interesting.
One of the biggest challenges has been reinventing myself several times. I started my professional life as a lawyer, but I never wanted to be defined by just one profession. Over the years, I moved into entrepreneurship, writing, photography, international business, and gastronomy. Every change meant leaving something familiar behind and learning something new.
Building ILOVEACEITE was another major challenge. I was taking a family tradition that had existed for generations and trying to turn it into an international business. There were no guarantees, and I had to learn how to compete in markets that were very different from Spain.
Then, in 2016, I moved part of the business to the United States and essentially started from zero in San Antonio. I had to build a network, understand a new market, create new relationships, and establish credibility in a highly competitive environment. Being an immigrant entrepreneur also means constantly adapting and finding your place.
There have also been personal and professional setbacks along the way. Some projects worked, others didn’t. I’ve made mistakes, I’ve lost money, and I’ve had to close chapters that I once believed would last much longer.
But I don’t see those experiences as failures. I see them as part of the education.
The biggest lesson I’ve learned is that you have to be willing to start again. Sometimes you have to let go of what you built in order to build something better.
I think that’s one of the reasons I have always valued freedom so much. Freedom is not about having an easy road. It’s about having the courage to choose your own road, even when you don’t know exactly where it will take you.
Appreciate you sharing that. What else should we know about what you do?
I have always considered myself a creative person, even when my professional title was “lawyer.”
My work today is a combination of entrepreneurship, writing, photography, food, and storytelling. I am interested in the stories behind things — where they come from, the people who created them, and the culture that surrounds them.
As a writer, I have published novels, essays, and poetry. Photography has been another way for me to tell stories, particularly through street photography and projects that explore history and the human experience. One of my exhibitions, “Auschwitz-Birkenau: A Vision in 35mm,” was presented in Spain and later in San Antonio.
On the business side, I founded ILOVEACEITE in 2009, taking my family’s olive-oil tradition from Jaén and turning it into an international brand. What started with a family connection to olive oil eventually became a business reaching more than 30 countries and expanding to the United States.
In Texas, I have taken that same idea of storytelling through food to another level. Through ILOVEACEITE US and my culinary events, I introduce people to Spanish culture through extra virgin olive oil, tapas, wine, and especially paella. I don’t just serve food — I try to create an experience around it. I cook the paella live, in front of the guests, and share the story and traditions behind what they are eating.
What I am most proud of is probably that I have never felt limited to one identity or one profession. I have been a lawyer, entrepreneur, writer, photographer, importer, and chef — and somehow, they are all connected.
What sets me apart is that I don’t see these as separate careers. For me, they are different ways of communicating.
Whether I am writing a poem, taking a photograph, building a business, or cooking a paella, I am always trying to do the same thing: connect people with a story, a place, and an experience.
And perhaps most importantly, I have always tried to do it my own way.
How do you think about happiness?
What makes me happy? Freedom, simple moments, and the people I love.
I enjoy writing, taking photographs, cooking for friends, traveling, and discovering new places. But there is something special about getting on my Harley, feeling the road, and having nowhere I need to be. For me, riding is a form of freedom — it clears my mind and reminds me to enjoy the journey, not just the destination.
I am happiest when I can be myself, surrounded by good people, good food, and a little bit of adventure.
Contact Info:
- Website: https://www.iloveaceite.us
- Instagram: http://instagram.com/iloveaceite
- Facebook: https://facebook.com/iloveaceiteus
- LinkedIn: https://www.linkedin.com/company-beta/10859474/
- Youtube: http://www.youtube.com/iloveaceite
