Frank Lockfeld, president and founder of Calambra Olive Oil, must decide how many gallons of oil to buy for the 1994 vintage year even though the first-year marketing experiment for his fledgling business has barely begun. This case describes the history of the company and the current situation, including Lockfeld's assessments of landing Neiman Marcus and Williams-Sonoma catalog sales, of 1993 retail sales through specialty shops, and of 1994 retail sales, which are tied to the 1993 outcome. See also the B (UVA-QA-0442) and C (UVA-QA-0551) cases.