<table border=0 cellpadding=2 cellspacing="0"><tr><td>
<pre>Mahmut

I agree entirely with what you say. The problem is that consumers do not
understand the technicalities of the various extraction processes. They are
already confused enough by the terms "extra virgin", "virgin", "pure",
"pomace", plain "olive oil", etc.

Most of them do, however, understand that "cold pressed" means that the oil
was produced without applying heat to the extent that the delicate
heat-sensitive flavour compounds, vitamins, anti-oxidants, etc. are damaged
in any way. I don't think they care too much about whether the oil was
pressed out with pressure, or pressed out with centrifugal force. An analogy
would be the case of the so-called "cold pressed" sunflower seed oils,
avocado oils,
canola oils, etc., which I am sure are not today produced on old mat
presses. Consumers are essentially concerned about chemical additives,
preservatives, colourants, refining and the heat-processing of foodstuffs.

Nobody is going to tell me that the oils produced by modern centrifuges
operated in accordance with the manufacturers' directives are damaged in any
way because of the application of heat. This is why they are described in
terms of "cold pressed", etc.

In any event, the proof of the pudding is in the eating. Why is it that so
many centrifuged oils are earning excellent ratings with the IOOC accredited
taste panels, especially in the traditional olive oil producing countries,
where one would imagine there are still many traditional hydraulic presses
in operation?

Is this not an issue which should be taken up with the IOOC, who, after all,
are responsible for defining the terminology used for the various grades of
olive oil.

Regards,

Guido
</pre>
</td></tr></table>