California olive oil may cost a little more than the mass-produced imports commonly found at the supermarket, but UC farm advisor Paul Vossen said it is well worth the money.
“Good olive oil imparts delicious, subtle flavors to foods, its antioxidants can neutralize free radicals in the body and it is ‘greener’ than other vegetable oils because it requires no heat or chemical extraction," says Vossen, who has traveled the world to study olive oil production.
Most of the imported oils found at the store, he says, have been sitting too long, are rancid or fermented. Even the assertion on a bottle of olive oil that it is “extra virgin” means very little. There is no U.S. law that enforces an “extra virgin” standard. Almost all California olive oil, however, is fresher and better-tasting and the number of farmers producing the local oil is increasing.
A recent UC Davis survey determined that 12,127 acres of super-high-density olive trees were planted in California as of the end of 2008, with 78 percent of the acreage planted between 2005 and 2008.
"The super-high-density olive sector has achieved impressive growth in just a decade," said Dan Flynn, executive director of the UC Davis Olive Center. "This survey, the first conducted exclusively of this sector of the state's olive industry, highlights grower practices and suggests areas in which the University of California might be able to provide assistance."
In addition, consumer education is important to raise awareness about the superiority of California olive oil. Vossen believes the key to boosting sales of the local product is to get people to taste it. “They need to know how fantastic it really is,” he said.
In the video below, Vossen conducts an olive oil tasting session:
More about California olive oil is available in the article California olive oil is worth the splurge. Vossen's Web site contains extensive information about olive oil courses, PowerPoint presentations and publications.