I think she missed the point totally about his product. For him, its miles away from mass appeal it was clearly a love of fine oil which came when it was ready and for his target customers they would be ready to pay a niche price.
Not sure the club idea was the best, probably would buy a few bottles a year at twice the cost from a good site ( even pre ordered) but would not be attracted to the club idea. He could have sold anything to anyone with that passion and drive so whatever he does he is already successful as he is doing something he loves.
I love olive oil, use it all the time. Does anyone have his contact details? Does he have a website? I am surprised the Dragons did not give him any backing although I must agree that the idea of a club may not work for mass appeal. I still think that it is something a lot of people would join though.