After learning the truth about the olive oil industry in the United States, we knew we had to open this store. Let's cut to the chase and examine some of the most astounding facts about the olive oil you likely consume on a regular basis.
1) The single most important fact to understand is that "Truth In Labeling" practices are not rigorously enforced within the US Olive Oil Industry. This means that advertisers can (and often do) label their olive oils however they deem appropriate, regardless of actual quality. According to CHOICE Magazine, an independent consumer study group, "up to 50% of "extra virgins" in the country are mislabeled." This means that the terms like "100% extra virgin", "imported", "light" and "pure" are essentially meaningless in the context of a supermarket. Often times, these oils are adulterated and diluted with the oil of extremely old olives or even with filler oils.
2) Even if national standards were truly enforced for olive oil quality levels, the bar is not set very high. Without getting into a chemistry lesson just yet, please understand the following: The olive oils we source far surpass the "standards" set by US regulatory entities.
3) Does olive oil contain outstanding health benefits? Absolutely. A growing number of studies link the daily use of olive oil to stroke prevention, cancer prevention, Alzheimer's prevention, weight loss and a myriad of other health issues. Do you think you obtain the aforementioned health benefits by using mislabeled, diluted olive oils from the supermarket? Not likely. Achieve the health benefits promoted in health studies surrounding olive oil, use GUARANTEED PREMIUM QUALITY OLIVE OIL, available in both our online and physical stores.
Science / Resources
transparency is a good thing (for us)
UC Davis Olive Center Studies which highlight quality levels associated with many major brands.