Extra Virgin Olive Oil-is only a label

POMACE OLIVE OIL IS MOST PROBABLY THE MOST RELIABLE FOR NOT BEING ADULTERATED, besides being the cheapest also.

By Reed Fujii-Record Staff Writer-December 06, 2009 12:00 AM

Establishing national quality standards and educating consumers about the advantages of top-quality, extra virgin olive oil will go a long way to ensure a growing market for California oil, said Joe Bozzano of Bozzano Olive Ranch in Stockton.

"We're still competing against the influx of imported oils from Europe that are being labeled the same as ours," he said. "The overwhelming majority of that European oil ... is adulterated and, quite frankly, isn't extra virgin olive oil but gets the extra virgin label slapped on it anyway.
"We need to get the playing field leveled," Bozzano said. "On the consumer level, we need the education out there so the consumer knows when they buy something that is labeled extra virgin, it really is extra virgin."

The center's efforts should also benefit California long-standing table olive industry.

Contact reporter Reed Fujii at (209) 546-8253 or rfujii@recordnet.com.