Istria produces some of Europe's most acclaimed olive oil, and the area around Umag and Novigrad is among the peninsula's best olive-growing zones. Istrian extra-virgin olive oil has repeatedly topped international competitions, with small producers around Umag winning prizes at the Flos Olei guide — considered the world's most authoritative olive oil competition.
The dominant white wine of the region is Malvazija Istarska (Istrian Malvasia), a dry, aromatic white made from an indigenous grape variety. It is nothing like the sweet Malvasia wines of other regions — Istrian Malvazija is fresh, floral, and often mineral, and it pairs naturally with local seafood and the intensely bitter local olive oils. Most restaurants in Umag will have a house Malvazija by the glass.
You can buy oil and wine direct from producers in the area around Umag; the tourist office can point you to working estates. The spring harvest festival in April/May, and the autumn grape harvest period, are good times to visit olive oil and wine producers.