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<pre>Phil et al

An interesting note to the world. As a grower, processor and retailer of extra
virgin olive oils I am, quite frankly, amazed. Amazed because my one of my
first commercial releases (1998) was a single variety (Mission) that was dated
and even timed (an early winter press). I also did a run, in that year, of a
late harvest Manzanillo/Verdale blend. Both oils were bloody good and the
first mentioned ended up on the tables of some famous hotel whose name escapes
me at the moment.

This year (1999) I have done a single pressing of Verdale which is not for
sale. This one (only 75 litres or so) is for me. There has got to be some
benefit in growing the bloody things, harvesting them and then
pressing..................! Although I only gained about 15% (wgt by vol) I
can assure you I have an absolutely beautiful oil. Even though a late harvest
it is pale green in colour, viscous to pleasing extremities and such a taste!
This is my families oil for 1999.

Regards

Peter

Phil Bramley wrote:

> From: "Phil Bramley" <bramleyp@one.net.au>
>
> 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
>
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