"A multi-generation family farm and olive-oil business in Clovis has begun planting substantial beds of Fresno chiles and produces an olive oil made with crushed Fresnos; the owner praises the pepper as approachable, warm and inviting—a spice that doesn’t “hit you in the face” and that even a heat-averse family member uses on eggs—and frames cultivating the chile as a local rediscovery tied to regional identity." - Ryan Bradley