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<pre>Dear Andrew

Although I agree that we should all stick to the internationally accepted
nomenclature in defining our product, I apparently haven't become as hot as
you under my collar.

I can assure you that there are much more serious labeling transgressions
taking place, and I refer not only to the many Extra Virgin Minuses that are
being proffered as Extra Virgin (like your favourite: "Basta").

In our own country, South Africa, we recently exposed no less than 9 brands
of so-called "Italian Extra Virgin Olive Oil", none of which were more than
coloured and flavoured sunflower seed (100%!!) oils. They were, in fact,
locally packed products, having nothing to do with Italy (or olive oil, per
se). These guys were acting with such impunity that they were even using
South African glass bottles (and labels, caps, cartons, etc.)... a dead
give-away on products labeled as "Product of Italy", "Bottled in Italy",
etc.. Thankfully we were able to enlist the full backing of our national TV,
radio, press, Commercial Police, Department of Health, etc., to expose the
bastards, and I certainly don't think anyone in their right mind will try
this stunt out here again.

And this type of thing does not only happen in Third World Banana Republics.
There are numerous references on the www to the same type of thing having
recently happened in Canada, USA, etc.

Personally, this is the type of thing that makes me hot under the collar.

After all, the definition of EVOO, as per IOOC, is a very lenient one, and I
am sure that you will no doubt find this out when you start making oil from
your 3 or 4 thousand trees. We in South Africa have for some time now been
debating the best means of distinguishing top quality estate oils, with a
FFA of well under 0,5%, from the commercial oils which just scrape through
under 1%. It is no big deal to produce the former with a little care, and
you can be very careless and still produce an EVOO, as defined.

The maximum acidity for EVOO as defined, is in the process of being reduced
to 0,8% by the IOOC, as well as by the EC. This is well overdue, but I
believe there will still be a need to distinguish the superior oils from the
run-of-the-mill EVOOs.

Our Company uses the term "Premier" EVOO to make the distinction.

Hope you've cooled down a little!

Cheers,
Guido

--- Original Message -----
From: "Andrew Brown" <drewbrow@...>
To: "Olive Group" <OliveOil@yahoogroups.com>
Sent: Friday, April 26, 2002 9:09 AM
Subject: [OliveOil] Extra Virgin Plus


> I have seen recently a company advertising an olive oil as extra virgin
> plus. This goes against everything that the IOOC and our organisations
> adhere to in determining the quality of olive oil and should be stamped
> on from a great height.
> If the company is monitoring this then you should cease this practice as
> it will undermine our industry. Stick to what is defined and then if you
> wish approach the various associations to get a new category
> established.
> The rest of us should make our feelings on the subject known publicly
> and also to our associations.
> I think there may also be a case for false advertising and I will
> consider going to the consumer affairs with a complaint. I will
> definitely address my concerns to Olives SA and Australian Olive
> Association.
> As you can tell I am hot under the collar with this. The group's
> comments would be appreciated. Also, has anyone outside Australia seen
> this sort of advertising. I class it in the same category as advertising
> blended oils (peanut etc.) as EVOO.
> Best to all from a hot collar
> Andrew & Val Brown (South Australia)
>
>
>
>
>
>
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</pre>
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