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<pre>Thanks all for the comments on 'extra virgin' and other oils. Perhaps we
need to start afresh and call it something else that consumers will
understand. Light olive oil does send the wrong message to the consumer as
does the distinction between extra and just virgin.

The other subject that needs comment is truth in labelling! We rarely see
bottles of olive oil labelled with the pressing date stamped on the bottle.
I have seen some but it is a rarity. I think it is important for producers
of olive oil to label their bottles with the date of pressing so that
consumers (especially if you are targeting your product to the boutique
market) can see how far down the track the oil has gone. I have even seen
one of our major supermarket chains displaying extra virgin olive oil
(imported from the UK (Edward!!!) displayed on the hot food display cabinet
under glaring spotlight. No wonder consumers are confused.

On the weekend we were exhibitors at a rural field day (sustainable living)
and had Italian, Spanish and our own olive oil out for tasting. The older
generation of visitors would not even taste the oil, their childhood
memories of olive oil in the medicine cabinet could not be denied, however
most people seemed to prefer the newer pressed oil (ours) in favour of the
older (no pressing date displayed) oils.

Phil
</pre>
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