Hvar is one of Croatia's better wine islands, and Jelsa is surrounded by the vineyards that produce the local Plavac Mali — a full-bodied red with high tannins that pairs well with grilled lamb and octopus. Several wineries in the hills above town welcome visitors for tastings; Vina Ivan Dolac is among the most accessible, producing wine from grapes grown on the island's steep south-facing terraces.
Olive oil production is similarly rooted in local life, with groves dating back to the Greek era. The best approach is to ask at a konoba or local shop for recommendations — many growers sell directly from their homes. The farmers' market near the harbour square runs on weekday mornings in summer and is the place to buy a bottle of oil, some dried figs, or a jar of carob honey to take home.