The media is abuzz with news about USDA standards for extra virgin olive oil and the recently released research report from the University of California Davis. The initial research found that more than 69% of imported olive oils, and 10% of California olive oil sold in California supermarkets and big box retailers as “extra virgin” failed to meet the internationally-accepted standards yet is mislabeled as extra virgin olive oil.
In other words consumers are buying extra virgin olive oil for its quality and attendant health benefits and not getting what they pay for. It is rather like buying beef tenderloin and getting chuck roast.
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