When you purchase good quality California extra virgin olive oil, it is for the special flavor and texture that oil brings. It must be kept in specific conditions for it to retain that flavor. Olive oil tends to go rancid after spending time in the wrong conditions, to protecting it will lengthen the lifespan of your oil. Light, heat, and air all affect olive oil and ruin the flavor. This is why olive oil tends to come in a dark colored bottle, and needs to be kept out of the light. The storage place also needs to be kept cool, and the bottle should not be left open and exposed to air. The fine quality oils from We Olive preserve their flavor longer when well-cared for, and can bring their unique flavor to any recipe you make.