Dear Sirs/Madams,

We have a buyer asking to put "Extra Virgin Olive Oil" on our labels of
Flavored Olive Oils that she will order from us. We tried to explain her
that according to the literature, it is not possible to call an olive
oil as Extra Virgin if an aroma is added to the oil, even if this aroma
is natural resourced; or if it is crushed together with the fruit during
the production process as we do. We also tried to explain her that our
flavored olive oil goes into the group definition of Extra Virgin as
long as the acidity, peroxide value, and other chemical characteristics
are concerned. However, while crushing the oil as we also use the fruit,
we cannot call it extra virgin, that is why we are using the term
"processed with".

The end client says that her current Spanish and Italian suppliers are
writing Extra Virgin Olive Oil on their labels of Flavored Olive Oils,
and she cannot sell our flavored olive oil if we do not do so.

In this situation, what do you advise us?

Should we write Extra Virgin Olive Oil on our labels of flavored olive
oils, like other manufacturers do? or
Would you send us further convincing arguments on this matter so that we
can forward them to our buyer?

We thank in advance for your urgent reply.

Kind Regards

Funda Tekbýyýk
Sales & Marketing Manager
LALELI Olive and Olive Oil
Tel : +90.312.468 7010 extension.104
Fax : +90.312.427 81 74

Thank you for raising an interesting subject.

The rules of the IOOC state that EVOO must not be altered or adulterated so
adding flavours should mean that an oil cannot be labelled EVOO, and any
producer in any country that is a member of the IOOC must abide by these
rules. However, it is quite clear that this rule is widely ignored.

I produce EVOO and then infuse herbs and garlic flavours to one of my oils.
This oil in its own right would qualify as EVOO, but it is boring and does
not sell as it was picked too ripe. I infuse the herbs and garlic and label
this as "EVOO infused with herbs and garlic". So far as I am aware I am not
breaking any labelling laws in Australia (I have only a couple of hundred
litres of the crook oil so it isn't going to be exported) by this labelling.

I understand that under the IOOC regulations this is wrong, but the oil is
EVOO until I add the herbs and garlic, and I don't see why I shouldn't be
allowed to label it the way I do?

I assume that you are in Turkey and that you want to do the right thing, and
as Turkey is an IOOC member you should abide by the rules, but if the
Spanish and Italians ignore the rules, why shouldn't you? What use are rules
if they are not policed and enforced? Australia is not a signatory to the
IOOC and there are many in our olive oil producing community that do not see
any value in joining.

I look forward to the views of other producers and countries.

Regards and best wishes,

Mike Wilson
Hunter Valley, NSW, Australia.