O
live oil has ridden a wave of increasing popularity, in part due to growing
awareness around the healthfulness of the Mediterranean Diet.
However, the product also remains broadly misunderstood because of misconceptions
about its appropriate uses and recurring reports about olive oil that is "counterfeit" or improperly labeled
as "extra virgin" when it's not.
This year the category faces additional challenges because of a weak olive harvest in some parts of
the world, which could drive increased prices and more unscrupulous producers to distribute adulterated
olive oils or "fake" extra virgin olive oil.
Growing interest in olive oil calls for more
consumer education.
BY MARK HAMSTRA
The Latest in Olive Oil:
What Buyers Should Know
98 ❘ SPECIALTY FOOD MAGAZINE specialtyfood.com
category education
