By Natalya Bucuy • The Current Contributing Writer
“Kindness and care multiply in this small community,” says Keith Murphy. He and his wife, Diane Murphy, own The Jim Thorpe Olive Oil Co of Jim Thorpe. The Murphys, of course, would know because besides being the best-smelling store on the block on Broadway in the heart of town, this small business plays an important role in supporting local residents and bringing people together.
Formerly known as Artsy Olive, Jim Thorpe Olive Oil Co. participates in various sponsorships and donates some of its products to support local events and fundraisers. Currently, the store is working with the local animal shelter to make a monthly donation to help care for the dogs that need homes forever. “Recently, we donated a few hundred dollars of food and toys and sponsored two adoptions,” Murphy says. “The biggest surprise happened when Michael [Rivkin] and Jeffri [Coleman] from The Dolon House heard of what we were doing. They donated money in our name to the shelter.” The business also sponsored the Tree Lighting and Olde Time Christmas in Jim Thorpe over the holiday season.
The Murphys bought the store in 2021, three years after its initial opening. Their short-term goals include interior remodeling to make better use of the limited space. “Our long-term goals are always to have best-in-class products and add products based on listening to our customers,” Murphy says. “The biggest challenge over the past few years has been getting a steady supply of bottles to package our products.”
When it comes to showcasing their products, the Murphys get quite creative. With over 100 flavors of olive oil and balsamic vinegar, things can feel overwhelming. Murphy always has samples on hand to simplify and demonstrate the products’ use. “The most significant reactions come from the Balsamic Sangria, Iced Tea, and Spring Water samples,” Keith says. “The typical response is, ‘I didn’t know that you could do that with a Balsamic.’”
The daily samples set the store apart from any competition. “On the weekends, we have two soup samples, party dips, mustards, drinks, and our Blood Orange Olive Oil brownies. We like to think of ourselves as one of the most interactive stores in town. We hear it smells so good in here from our daily soup sample.”
The delicious strategy, as intended, results in repeat customers who return to buy more of the products once they get a taste. “We always love to see repeat customers, and it feels like seeing a friend again,” Keith says. And some of these new friends don’t feel shy about giving the business a shout-out on social media. “To say I am addicted is an understatement,” writes Jillian Guilmette of Toms River, New Jersey, referring to the Black Garlic Balsamic Vinegar purchased at the store. “This stuff is off the hook amazing and will taste so good as a marinade on steak.”
And those brownies Murphy mentioned? They are quite famous, too. “We got to talking with Keith, the owner, and he shared some very cool ideas and recipes with us,” another patron writes. “One such creation was a Blood Orange brownie, of which he had samples carefully and safely available. Who would have thought to use blood orange olive oil in your brownies?!”
Community support, creative samples, and delicious smells? Sign us up! For more info, visit facebook.com/91broadway or stop at the story, which is located – you guessed it – at 91 Broadway in Jim Thorpe.
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