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GREEN OIL TYCOON: It was a big risk when Craig Makela started planting olive trees on the Gaviota Coast in the early 1980s. "Chefs laughed at us when we tried to tell them the difference between extra virgin olive oil and oil that is refined and heated to where it has no flavor," he remembers. "That was all people used back then." But two decades later and despite the industry's many challenges, Makela's Santa Barbara Olive Company is producing more than 3,500 gallons of oil every year, and selling every drop.

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