According to The Washington Post, “‘food fraud‘ has been documented in fruit juice, olive oil, spices, vinegar, wine, spirits and maple syrup, [and seafood.] Victims range from the shopper at the local supermarket to multimillion companies, including E&J Gallo and Heinz USA.”

Guess what’s at the top of the list for food fraud? Extra Virgin Olive oil (EVOO) (See links to several related articles at the bottom of this post). In 2008, the FDA seized over 10,000 cases of counterfeit olive oil. Experts in California estimate as much as 60-70% of extra virgin olive oil in the state is in fact lower quality than is indicated on the label.(2)

Exporters can dilute the real thing with cheaper vegetable or canola oil, soybean, hazelnut, and peanut oils.  You, the consumer, ultimately miss out on EVOO’s taste, freshness, quality and health benefits.  More importantly, the consumption of fraudulent EVOO containing cheaper oils derived from tree nuts or peanuts, can result in a life-threatening reaction to those sensitive to nut and peanut allergens.

With the American Heart Association’s recent ’seal of approval’ and the FDA’s claim that recommends incorporating 2 tablespoons of EVOO in one’s diet each day, the demand for EVOO has never been higher. So it’s not surprising that a number of unscrupulous suppliers are trying to cut corners and cash in. Instead of investing in the expensive and meticulous process of creating artisan-produced EVOO, many are turning to “olive oil fraud”—now considered rampant in the U.S.

How do EVOO ‘counterfeiters’ get away with it?

• Lax regulation: With the FDA laser-focused on food safety, the agency has been turning a blind eye towards food fraud. The result? Olive oil fraud has been going undetected or unpunished.
• Dilution: Con artists simply mix the good stuff with vegetable oil or rancid olive oil and market it as pure. Canadian authorities recently busted an oil manufacturer for selling a 50/50 olive oil/sunflower oil hybrid as EVOO.
• Coloring: Some don’t even bother to add any EVOO at all. Adding chlorophyll or other colorants can make the cheapest oil appear to be real to the untrained eye.
• Genetic engineering: Realizing that their days are numbered, some scam artists have become more sophisticated in their duplicity. Manufacturing oil from genetically modified plants can oftentimes pass testing even though it’s not EVOO.

Why should you care about olive oil fraud?

The health benefits of EVOO can’t be faked, forged, or fabricated. The only way for your body to benefit from the unique nutrients found in EVOO is to consume the real thing. Fraud within the olive oil industry also hurts the small artisan producers of EVOO: they simply don’t have the money and marketing power to educate the consumer about the lower priced fraudulent oil.

To buy bona fide California EVOO translates into support for the local economy, a more environmentally-friendly purchase (long-distance suppliers and imports mean more fuel and resources consumed in the transport process), and helps ensure that only authentic, truly healthy EVOO makes it to your dinner table.

Late-breaking good news:

On Wednesday, April 28, 2010, standards for olive oil were published in the USDA Federal Register. The standards will take effect October 24, 2010. This is a critical first step toward preventing unscrupulous importers from further diluting the U.S. market with mislabeled oils and misleading claims.  However, it’s important to note that, at the moment, these are voluntary U.S. guidelines with no real government oversight.

Of course, the best guarantee for making sure you’re getting EVOO that’s certified by the California Olive Oil Council (COOC)—one of the most stringent regulatory bodies in the industry—is to make your purchase at WeOlive.

In our next blog post, we’ll give you some practical tips so you don’t become the next victim of olive oil fraud.

Sources and related articles:

1. National Post, “Just how pure is that extra-virgin olive oil in your kitchen?“
2. SFist, “SFist Investigates: Olive Oil Fraud”
3. Food Safety News, “MSU Launches Initiative to Combat Food Fraud”
4. Bohemian.com, “Snake Oil?”

What scientists know today, which was a mystery in 1902, is that there’s a lot more to olive oil than meets the eye – Extra Virgin Olive Oil possesses a plethora of compounds beneficial to our health, especially heart health.

Monounsaturated Fats

Olive oil is made up primarily of fat, however, what’s important to note is the type of fat – the ultra-heart healthy monounsaturated fatty acid, known as MUFAs for short. MUFAs are recognized as a class of “good fats”, fats that are actually healthy.   MUFAs are found in incredibly high concentrations in extra virgin olive oil.

MUFAs are thought to be especially helpful for people with high cholesterol and elevated triglycerides –two chief cardiovascular disease risk factors. Research shows that replacing (as opposed to simply adding) bad fats with the MUFAs in olive oil is particularly beneficial to your heart.

The vast majority of Americans eat a diet very high in bad fats with a gram or two of good fat thrown in now and again. This is a recipe for high levels of inflammation  -the process that underlies the progression of heart disease. On the other hand, a diet high in good fats like olive oil helps keep inflammation naturally at bay.

While the MUFAs  in olive oil provide a compelling rationale for inclusion in one’s diet, olive oil looks even better when you look under a microscope.

Phenols –Free Radical Destroyers

Olive oil is loaded with a class of healthy nutrients, known as phenols. Scientists have identified a handful of phenols –each of them having different “jobs” in the body. Some protect arteries against attack, other soothe inflammation, while some stop cholesterol from transforming into a dangerous form.

We’ll look at three of these amazing compounds.

Oleuropein Stops Cholesterol Metamorphosis

Olive oil fights high cholesterol on two fronts: dropping levels of LDL (bad) cholesterol and preventing the LDL that’s floating around your body from shifting form and lodging into artery plaque –a process known as oxidation. Many scientists now feel that it’s the oxidation of LDL, not the LDL itself that causes artery plaque to form.

In 2004, research published in The Journal of Nutrition found that Oleuropein blocked the chemical process that turns LDL into its hazardous counterpart.

Oleocanthal Fights Inflammation

Seven years ago, University of Philadelphia researcher Gary Beauchamp noticed during a trip to Sicily that the local olive oils produced the same stinging sensation in the back of his throat as the pain reliever he was studying at the time, ibuprofen.

He later published a study in Nature where he identified the compound as oleocanthal. Even though EVOO isn’t usually considered a painkiller per se, it turns out EVOO’s high levels of oleocanthal work in much the same way that ibuprofen does.  While olive oil may not help with your headache, the inflammation reduction from oleocanthal is enough to offset heart-harming inflammation.

Hydroxytyrosol Battles Free Radicals

Free radicals, renegade molecules that run rampant in your body damaging everything in sight, are thought to be one of the “silent” causes of heart disease. Because it’s challenging to measure free radicals, many people with healthy cholesterol and blood pressure walk around not knowing that their heart is under constant assault.

A steady intake of antioxidants is the only way to effectively destroy free radicals. Hydroxytyrosol, unique and powerful antioxidants in EVOO, is one such antioxidant. Its ability to destroy free radicals rivals that of well-known antioxidants in green tea and CoQ10.

Get What You Expect in Your Olive Oil

If you’re interested in getting the heart-healthy compounds you’ve read about here you can’t just pick any olive oil off the shelf. Only the highest-quality extra virgin olive oil preserves these nutrients.   When purchasing California Extra Virgin Olive Oil look for California Olive Oil Council certified olive oil.

By: Brian Dean, MS, RD (Registered Dietitian).

Good Fats vs. Bad Fats

When it comes to heart health, research shows that the total amount of fat doesn’t make much of a difference.  What does matter, however, is the ratio of bad fats to good fats. Researchers at Harvard recently investigated the effect of fat on cardiovascular disease in over 80,000 women.

Their conclusion? “Our findings suggest that replacing saturated and trans unsaturated fats with unhydrogenated monounsaturated and polyunsaturated fats is more effective in preventing coronary heart disease in women than reducing overall fat intake”.

Simply put, cutting the fat out of your diet isn’t the answer –replacing bad fats with good fats is.

What’s So Bad About Bad Fats?

You’ve probably seen bad fats listed on a food label, although the label doesn’t come right out and say “watch out, these fats are bad for you!”.

The two notorious bad fats are saturated fats and trans fats. Saturated fats are usually found in animal products like beef, full-fat dairy, creams, and butter. You’ll find trans fats in processed foods like crackers, cakes, and margarine.

What’s so bad about these fats? Both saturated and trans fats raise cholesterol and inflammation –two critical risk factors for heart disease.

EVOO: Not a Good Fat…A Great Fat

Good fats, on the other hand, are an elixir for your heart. One of the most heavily researched good fats is extra virgin olive oil (EVOO). In sharp contrast to bad fats, EVOO has been shown in population-based and laboratory studies to reduce the risk of heart disease by leaps and bounds. It all started in the 1960’s, when two researchers set out to find out how live in the Mediterranean have such healthy hearts despite eating more total fat than most Americans.

Among factors like physically active lifestyles and portion control, they found that EVOO played a significant role in what’s now known as “The Mediterranean Diet”.

As you may have noticed in your own diet, most American’s eschew heart-healthy EVOO in favor of a daily helping of bad fats. Fortunately, you don’t have to turn your whole life around to substitute bad fats with EVOO –but substituting bad fats with EVOO will turn your health around.

Easy Ways to Incorporate EVOO Into Your Diet In Place of Bad Fats:

Ban Butter: Replace saturated fat laden butter with a small dish of EVOO for spreading on rolls and bread.

Stir Fry: Stir frying with EVOO in place of other oils isn’t just a great way to get a helping of good fats, but it also preserves the beneficial properties of vegetables. A 2007 study published in the Journal of Food Science found that cooking broccoli in EVOO protected the vitamins and nutrients found in the raw form of the vegetable.

Drizzle: Buy a drizzle top (or use your thumb), to drizzle EVOO over salads, cooked veggies, or whole wheat pasta.

Dress It Up: EVOO is the perfect base for salad dressing. Not only does it have a delicious flavor, but it’s a much better heart-health choice than cream-based dressing.

Potatoes: An otherwise healthy potato can quickly become an artery-clogging nightmare with dollops of butter and sour cream. Instead, spread a thin layer of olive oil on top.

Flavor: One way to pump up the flavor of EVOO is to add splash of balsamic vinegar to the oil.

We Olive’s Partnership With The American Heart Association

Help us fight heart disease during American Heart Month. We Olive is partnering with the American Heart Association to help fight the leading cause of death in American.

During the month of February, when you buy our COOC certified California EVOO, along with helping the artisan grower, you’ll be raising funds for the American Heart Association.

By: Brian Dean, MS, RD (Registered Dietitian).

Olive Oil: A 5,000 Year Old Tradition of Heart Health

Long before Rachel Ray coined the phrase “EVOO”, ancient cultures living along the Mediterranean have touted the culinary and health benefits of olive oil since 3,000 BC– making it the farthest thing from another diet fad.

Data from the University of California estimates that the annual consumption of olive oil in Mediterranean countries to be a whopping 17 liters per person.

Olive Oil Is Not Snake Oil

Those living in the US are constantly subjected to the low-fat mantra from diet gurus, diet books, and even our own government. This misguided diet wisdom makes us cringe at the mere thought of consuming even a fraction of this amount of olive oil.  The truth is that olive oil is associated with numerous health benefits, including reduced risk of heart disease, stroke, certain types of cancers and dementias.

Even the FDA is jumping on the olive oil bandwagon. In 2004, the FDA approved a ‘qualified health claim’ for olive oil that states consuming 2 tablespoons (23 grams or 25 mls) of olive oil per day may reduce the risk of heart disease.

That comes to just over 9 liters of olive oil per year per person.  Why did the FDA decide to bestow this honor on olive oil? Because dozens of clinical research studies have confirmed that olive oil has a number of unique properties that make it an ideal heart disease foe.

Why Low-Fat Doesn’t Apply to Olive Oil

A common misconception is the consumption fat is intrinsically bad for you.  This couldn’t be further from the truth – fat is an ‘essential’ and ‘functional’ food group.  Research shows that the type and quality of fat is what makes all the difference! To maximize olive oil’s heart healthy benefits, substitute extra virgin olive oil (EVOO) for unhealthy alternatives, like artery-clogging saturated fats found in animal products (butter, bacon grease, lard, cream…) hydrogenated fats, and trans fats.

Moreover, It’s important to point out that EVOO is much more that a heart healthy fat; it’s a natural, unprocessed ‘functional’ food rich in antioxidants and other beneficial components shown to promote heart health.

Why More Americans Are Striking Oil

As more and more health-conscious consumers become aware of olive oil’s heart healthy attributes, demand for fresh, high quality, olive oil has never been higher.  You may have noticed the dozens of olive oil bottles of all shapes, sizes, and categories that have sprung up like olive branches in your local supermarket –all these options can be overwhelming!

Despite the daunting number of varieties, one olive oil stands above the rest. The best tasting and least processed olive oil – Extra Virgin – is also the most heart healthy.

All Olive Oil Is Not Created Equal

Extra Virgin Olive Oil is derived from the first press of freshly harvested, undamaged, olive fruit.  It’s the unfiltered, unadulterated, juice of the olive – easily identified by its rich color, flavor and aroma.

To ensure quality and freshness, extra virgin olive oil is subjected to a broad range of chemical tests.  For example, the level of free oleic acid, which is indicative of overall acidity, must be less than 0.8%.

In yet another benchmark of quality, Extra Virgin Olive Oil must also be deemed defect-free with respect to flavor and aroma by a certified tasting panel.  These standards where implemented to protect the consumer, the retailer, as well as the grower.

Gold Standard From The Golden State

California, with its Mediterranean-like climate, has emerged as a major producer of world-class artisan EVOO.  In 1992, the California Olive Oil Council (COOC) was established to provide standards that guarantee the quality of EVOO. The COOC developed a Seal Certification program that’s available to all California olive oil producers.

Only the finest California olive oils receive COOC certification –standards which exceed the stringent criteria set by the International Olive Oil Council (IOOC).

Olive oil produced and sold in countries such as Italy, Spain and Greece are regulated by governing bodies such as the IOOC, which protects the local consumer.  Unfortunately, the U.S does not impose meaningful regulation on the labeling and quality of imported olive oil.  Therefore, COOC certification is the only way you’ll know that you’re purchasing high quality, heart healthy, EVOO.

Start Treating Your Heart Right Today

Small incremental changes toward a heart healthy diet can significantly impact the prevention and reversal of heart disease. Establish healthier ways of enjoying food by substituting fresh, flavorful, artisan produced extra virgin olive oil for unhealthy alternatives.

We Olive and The AHA

We Olive, a retail olive oil and gourmet foods company, are teaming up with the American Heart Association (AHA) to fight heart disease.

To celebrate our partnership with the AHA, we will be donating 10% of all online sales, as well as 10% of total sales from our San Francisco and Paso Robles stores from February 5th through February 28th to the AHA’s “Go Red For Women” campaign.

Watch for upcoming posts during American Heart Month about:

• Therapeutically relevant components of EVOO and how they contribute to heart health.
• Types and grades of olive oil – olive oils are not created equally
• How to incorporate extra virgin olive oil in your diet

Frank Mercurio, PhD
Managing Partner