Pompeian Names Bill Monroe CEO; Envisions Strong Future as It Approaches 100 Years.

BALTIMORE -- Pompeian, Inc. a leader in olive oil, fine wine vinegars and gourmet cooking wines, has announced the appointment of Bill Monroe as Chief Executive Officer. The appointment marks the return to the industry of an executive who played a key role in shaping the modern olive oil market internationally. Monroe was the former CEO of Bertolli International, (Subsidiaries). His arrival indicates that Pompeian has significant plans as it enters its 100th year in business in the United States.

A founder and past Chairman of the North American Olive Oil Association, he spent nearly two decades at Bertolli including the transition years when it was acquired by Unilever. Handpicked by Luigi Bertolli to be vice president of sales and marketing, in 1981, Monroe helped move olive oil from a specialty product category into mainstream prominence by developing the brand's first advertising and public relations campaign.

In 1984, he revolutionized the industry by developing the first innovation in olive oil in more than a thousand years - Extra Light, which propelled Bertolli and the category by bringing in new users that preferred a lighter tasting oil. After being named president in 1985, he not only transformed the category, he also transformed the way the company went to market. He formed a team that exemplified the "entrepreneurial spirit," giving the company the agility to move more quickly in developing new markets and products. Bertolli soon moved from a regional to the leading national brand. His responsibilities later expanded after Unilever acquired the company in 1994 and Monroe was promoted to head up the majority of Bertolli's international businesses. Monroe and his team made the brand number one in the USA and throughout the world.

With olive oil in his blood, Monroe saw an opportunity in a former competitor: Pompeian Inc. "I look forward to propelling Pompeian to profitable new growth," stated Monroe. "The company is already well positioned for it with a strong management team in place, a great product mix and nearly 100 years of experience in the U.S. market. We are truly unique in that we are the only national brand that packages its products in the USA, assuring US quality control standards and instant availability of fresh product for the market."

According to 2005 IRI data, Pompeian already is the fastest growing major olive oil brand and cooking wine brand in the U.S. and Pompeian Red Wine Vinegar is the number one selling SKU.

Monroe's first initiative is the launch this month of a $2.5 million advertising and public relations campaign - "Life is good...Pompeian makes it better" - with a focus on consumers and customers.

With origins in Lucca, Italy, Pompeian was established in Baltimore in 1906 and became America's first national brand of olive oil. It was acquired in 1975 by its current owners the Moreno family of Spain.