| The evidence is overwhelming - Real extra virgin olive | | | | cheap refined oil. Mixed products have no quality |
| oil not only enhances the taste of food but is good | | | | stated or implied, they are entirely price sensitive. So |
| for you, consider the following headlines:Olive oil 'acts | | | | the distributor, broker, importer or retailer needs to |
| like painkiller' - BBC Mediterranean Diet Adds Years to | | | | constantly offer either the cheapest product or be |
| Your Life (high intake of ... olive oil) - Oleic Acid Key | | | | very close to it for fear that at some point their |
| to Olive Oil's Anti-Cancer Effect - | | | | supply will disappear and they will be undersold due to |
| Reuters.comHowever, there is a dark side - fraud in | | | | the market realities of working with this type of |
| the olive oil marketplace:Olive oil's slippery supply line - | | | | product.This is where the consumer gets cheated - |
| Extra Virgin Olive Oil - Are You Getting What You | | | | the labeling does not accurately reflect what is in the |
| Pay For? - ABC News 7Online "A clear case of fraud | | | | bottle. Take for example 'light olive oil' - what is 'light' |
| ..... almost all of the virgin and extra virgin olive oil | | | | olive oil? Olive oil made from 'light' olives? Light olive oil |
| produced by large commercial Italian olive oil plants" | | | | is 95% pomace, canola or some other cheap oil |
| "of 73 olive oils ... in the U.S. Only 4 per cent were | | | | mixed in with 5% virgin olive oil. It stretches the |
| pure olive oil. The rest were adulterated" - New York | | | | imagination to think that olive oil consumers demand |
| TimesThe health benefits of extra virgin olive oil only | | | | this type of product.B) Real extra virgin olive oil |
| apply to real extra virgin olive oil and not to | | | | obviously costs more to produce than the cheap, |
| fraudulently mislabeled products.As most olive oil | | | | mixed products. But olive oil consumers benefit |
| consumers know, the price of real extra virgin olive | | | | because they get what they pay for - the product. |
| oil has risen dramatically. At the same time the quality | | | | Real extra virgin olive oil is always that - real extra |
| of the products being offered has deteriorated | | | | virgin olive oil - the product, the quality does not |
| dramatically. Logic would dictate that a significant | | | | vary. Olive oil consumers always get what they want |
| percentage of olive oil consumers would prefer real | | | | and what they pay for - the flavor enhancing |
| extra virgin olive oil instead of the over-priced, | | | | attributes and all of the health benefits of real extra |
| mislabeled and adulterated products that have | | | | virgin olive oil.It should be noted that due to current |
| flooded the market.However the olive oil consumer's | | | | market factors, the price difference between real |
| freedom to choose their product is limited to what is | | | | extra virgin olive oil and the cheap mixes has pretty |
| actually offered. | | | | much closed and in some cases is now inverted. Real |
| Food importers, distributors. brokers and retailers | | | | extra virgin olive oil being less expensive than the |
| essentially decide between two types of products | | | | cheap mixes.So, who gets to decide what olive oil |
| when it comes to the distribution of olive oil: A) A | | | | consumers consume? |
| cheap mixed product or B) Real extra virgin olive | | | | We believe that this decision belongs to the |
| oil:A) Mixed products have no guarantee of quality, | | | | consumer. Olive oil consumers should demand real |
| the paperwork may say 'extra virgin olive oil' but | | | | extra virgin olive oil. |
| what is in the bottle is pomace, canola or some other | | | | |