In an age where communication counts olive oil generally has suffered – and suffers still – from misrepresentation, misinterpretation. Often, in a frenzy to redefine a food which has been in the human diet for thousands of years advertisers and marketers have resorted to terminology and descriptions which are inappropriate to the product.

In some cases, it’s intentional, designed to cloud factors and circumvent laws which may not be in the commercial interest of the seller. This loose terminology has unfairly, incorrectly inserted itself into common usage, causing confusion in the market and uncertainty on the part of the consumer.

As well, unknowing oil producers and merchants often conveniently employ descriptions appropriate to other products, many of which ineffectively describe the special nature and characteristics of Premium (extra virgin) olive oil – those which best distinguish it from most other foods and are the core of its sale.

Consumer confusion

Confusion creates confusion and the victim is invariably the consumer, unable to interpret readily information which, ideally, should allow them to make a considered and honest choice.

Is the term “cold pressed” appropriate for oil extracted by centrifuge? And anyway, what does “cold” mean when used in such a context? “Polyphenols” … “fatty acids”? What are they and what role do they really play in oil quality?

Does the description “no cholesterol” really matter when applied to olive oil, or does “light” mean less fat? And what type of fat … monounsaturated, polyunsaturated, unsaturated?

And exactly what is “extra virgin”? A problem with superlatives or the ultimate product category?

Precise, honest and correct information, along with its presentation, are keys to long term market success, both of individual products and Premium (extra virgin) olive oil generally. Visual imagery is the magnet, appropriate description the confirmation.

Olive Matters offers editorial assistance for the creation of labels, Web sites, flyers, brochures and other marketing tools, using the most appropriate and correct terminology and descriptions to effectively describe olive oil, its production and use.

The point of reference is the consumer, the source the producer.

This service derives from a combination of 20 years in the olive industry and a nearly equal amount in journalism, copy writing, promotion and public relations.