Olive oil is considered one of the most nutritious fats and as such it is valued very high in the minds of the consumers every where. The cardio-protective effect attributed to Olive oil was considered to be due to the rich content of oleic acid, a monounsaturated fatty acid though the polyphenolic antioxidants such as tyrosol and hydroxy tyrosol and tocopherol, also present in the oil play an important role. Besides Olive oil contains 11% polyunsaturated fats, both with Omega-3 as well as Omega-6 acids. More than 60% of the global production of olive oil, about 3 million tons annually, is accounted for by two countries, Spain and Italy. Since Olive is grown extensively in the Mediterranean region, it is often assumed that the good health with relatively less incidence of cardiac disease amongst the population there could be due to high consumption of the oil from this fruit. Olive oil is versatile fat used for cooking, in cosmetics and pharmaceutical products and for making high quality soaps. As per the international Olive Oil Council (IOC), Extra Virgin Olive oil shall contain less than 0.7% free fatty acids while Virgin Oil can have up to 2% acid. How ever what is interesting is that consumers are reported to have a preference to rancid oils, probably due to price considerations. It is recognized that such preference for products considered inferior is acquired over a period of time and the reported ready acceptance of rancid Olive oil could be because of this factor. Considering that olive oil is associated with better cardiac health, consumers must be "tolerating" rancidity to some extent.
"The new study captured the preferences of 110 Northern California olive oil consumers and the reasons for those preferences. The study participants were asked to taste and rate 22 commercial olive oils that were labeled as extra virgin. Half of the oils in the study were imported, and half were from California. The study found that 74 percent of the consumers did not like what the expert tasters identified as high-quality oil — those that were bitter, pungent and free of defects. Bitterness and pungency are two of the positive sensory attributes of high-quality olive oil, as identified by International Olive Council standards. The researchers note that, in the case of other food products such as specialty beers and coffees, bitterness is an attribute that consumers initially dislike but learn to accept. They suggest that consumers might find bitterness and pungency more acceptable when using olive oil with food and in cooking and by knowing that healthy antioxidants in the oil are the cause of bitterness and pungency. Consumers participating in the study did like those olive oils that had the third desirable attribute of extra virgin olive oil, which is fruitiness. In order for an olive oil to be considered extra virgin, it must have some fruitiness and zero defects such as rancidity. Surprisingly, 44 percent of the consumers liked the olive oils that had rancid flavors, even though this is an undesirable quality that would disqualify an olive oil from being considered extra virgin. The study also found that 74 percent of the study participants said they use olive oil for its health benefits; other reasons included for use in a recipe, bread-dipping in restaurants, family tradition and flavor".
Olive oil is reported to be extensively adulterated and considering the high prices commanded by this product it is no wonder that fraudsters see lot of money in adulterating this oil. Adding chlorophyll to simulate pure pressed Olive oil and diluting with oils like soy oil and many undesirable practices indulged in by the trade have brought a bad name to this wonder oil and IOC with 23 member countries controlling 95% of production, is striving hard to protect its reputation through cooperative efforts to control the market. A larger question is whether Olive oil really deserves the euphoria that has made it the costliest cooking oil consumer has known. There are many plant oils with similar chemical composition which also may be as effective if not more, that can match Olive oil but tradition, history and high profile promotion were able to put it on a high pedestal.
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