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In the summer of 2007, Tom Mueller, an American journalist living in
Italy, published an article in The New Yorker that showed how the
world’s most ubiquitous luxury food didn’t only fail to meet the “extra
virgin” standard, but in many cases wasn’t made from olives at all.
Rogue chemists had learned to disguise tanker ships full of low-grade
soybean oil and even lamp fuel so that it could pass for the highest
grade of olive oil, Mr. Mueller revealed. Even such multinationals as
Unilever, Nestlé and Bertolli sold “extra virgin” olive oil that was
Mr. Mueller’s follow-up, called Extra Virginity: The Sublime and Scandalous World of Olive Oil, was
released this week. The book is part history (olive oil fraud goes back
at least as far as the ancient Romans, although they had stronger
regulations than exist today), part indictment (much of the framework
surrounding Italy’s olive oil industry makes it nearly impossible for
quality producers to compete) and part travelogue (Australia and
California have begun producing some of the world’s best oils).
Thankfully, it’s also a consumer guide of sorts, a handbook to buying
great oil without getting ripped off – something that is surprisingly
easier in Canada, Mr. Mueller says, than most other places on earth. The
Globe and Mail reached him at his home in Genoa, Italy, this week.
It’s feels like on every 10th page of the book you’re taking a
swig of olive oil – chugging it straight out of the bottle or slugging
it out of a shot glass. Is the stuff you’re trying in Italy that much better than what we can get over here?
The short answer is yes. Part of it is thinking of olive oil as a
fresh-squeezed fruit juice. It’s fresh produce: You squish the olive,
you extract the juice and you use it quickly. This is fundamentally
different from the average North American view of olive oil, where it’s
just another long-shelf-life industrial fat that’s dumped into the
bottom of a frying pan. It does seem a bit odd at first to sip olive
oil, and it’s not the most natural way to use it. But it’s very good if
it’s fresh: It’s got a lot of character.
You write that the best-before dates on olive oil are typically
two years from bottling, but that mass-market oil will often sit around
in storage before the clock even starts ticking. What does “fresh” mean
Every day that goes by, olive oil decomposes. It loses not only its
flavour characteristics, but also its healthful properties. Certain oils
hold up better than others, just like certain wines age better than
others. But basically you should try to eat it within the same 12-month
period that it was picked and pressed. And you need a harvest date on
the bottle to know when that is.
Should we be concerned about the quality of extra virgin oil at the grocery store?
It’s expensive to make really good olive oil. Extra virgin olive oil on
the commodities market in Europe now, you can get it for 1.85 euros per
litre. You cannot make real extra virgin olive oil for anything close to
that price. And a producer of quality oil cannot begin to compete
against that if consumers don’t know the difference. And yet if you walk
into a store, you’re faced with a wall of labels, and they all say
basically the same thing.
Go to a store where you can taste the oil before you buy it, and go to a
store that has a good range of oils. I don’t know about the rest of
Canada, but I know that Halifax, Waterloo, Ont., and Sudbury have
first-rate olive oil stores (www.allthingsolive.ca; www.danashortt.ca;
http://adorooilsandvinegars.ca). An awareness is beginning to grow that
just like with great chocolate, great coffee or great wine, there’s a
huge range of choice in olive oil too: There are big oils, medium oils,
delicate oils, oils that are great for frying. There are 700 different
kinds of olives, and each kind of olive can produce very different oil.
Taste as much as you can. Ask them what to use it with – that’s another
question that people don’t really think about. Are you going to drizzle
it over sole, are you going to put it on your salad, are you going to
deep-fat fry with it? Each oil has its ideal set of uses. And if you
can’t go to a store where you can taste before you buy, go to a place
that has high turnover and a wide range, and ask some questions. Ask
them what “fresh” means in olive oil. If they talk about a harvest date,
you’re on the right track.
This interview has been condensed and edited.
I am sure you will love to your friends suprisely
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Fresh is always best. Know the crush date. "First Press, Cold Press", are for marketing purposes. There is only one press for Extra Virgin Olive Oil, and they are pressed during the cooler fall and winter, when olives are harvested.
Chemistry including DAGS, PPP's, Polyphenols, as well as FFA's, Oleic Acid and Peroxide levels, prove the quality and authenticity of the oil. An organoleptic score is helpful when choosing your oil. Like wine, they all have their own unique characteristics.
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