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<pre>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>Hi,

I agree with you, why be bashful, lets see the companies name

Regards

Mike


-----Original Message-----
From: Andrew Brown [mailto:drewbrow@...]
Sent: 26 April 2002 09:10
To: Olive Group
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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<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)
>
>
>
>
>
>
> *************************
> Check our new sister forum at:
> http://forums.delphiforums.com/OliveOil
> *************************
> Post message: OliveOil@yahoogroups.com
> Subscribe: OliveOil-subscribe@yahoogroups.com
> Unsubscribe: OliveOil-unsubscribe@yahoogroups.com
> List owner: OliveOil-owner@yahoogroups.com
> *************************
> Books about Olive: http://sadoun.com/olive
>
>
> Your use of Yahoo! Groups is subject to http://docs.yahoo.com/info/terms/
>
>
</pre>
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<pre>I agree absolutely.....what comes after the plus ?

Extra Virgin Olive Oil Plus....rape seed oil.....engine oil....?

Reminds me of a milk I saw advertised in New Zealand which had
"even less fat than non-fat milk"

Whoever these people are, they should be reported to whichever agency can
take action and stop this malpractice as soon as possible.

You know who they are Andrew, report 'em !

Cheers
Alan&Judith
Woonona
Hunter Valley
Australia

----- Original Message -----
From: "Andrew Brown" <drewbrow@...>
To: "Olive Group" <OliveOil@yahoogroups.com>
Sent: Friday, 26 April 2002 17:09
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)
>
>
>
>
>
>
> *************************
> Check our new sister forum at:
> http://forums.delphiforums.com/OliveOil
> *************************
> Post message: OliveOil@yahoogroups.com
> Subscribe: OliveOil-subscribe@yahoogroups.com
> Unsubscribe: OliveOil-unsubscribe@yahoogroups.com
> List owner: OliveOil-owner@yahoogroups.com
> *************************
> Books about Olive: http://sadoun.com/olive
>
>
> Your use of Yahoo! Groups is subject to http://docs.yahoo.com/info/terms/
>
>
</pre>
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<pre>I am sorry to appear negative but I do not think there is anything one
can do about it. The definition of EVOO by the IOOC is very vague and
I suspect that the use of the word "plus" does not contravene any of the
various items of legislation, at least in Australia.

Some months ago I posted comment on a processor in the area where we
live who is marketing Extra Virgin Peanut Oil and the oil of several
other fruits/vegetables as EV. He actually markets something with a
strange name which he calls EV and admits on the back label that it is
lightly refined! Again, I don't think he is contravening any
legislation as the term EV is, as far as I know, not trade marked.

For those who are members of the Australian Olive Association may I draw
your attention to the summaries of Board meetings posted in the members
section of the website (www.australianolives.com.au) There is some
information relevant to this discussion and if you have a view please
contact your local Board member.

Yours,
Dan
</pre>
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