At first glance a post about labelling does not sound very interesting but in fact it is vital to both the producer and the customer. The first question most people ask about olive oil is “What does it taste like?” Will they like it and how should they use it? There is rarely anyone in the shop to answer these questions. The label carries the only information that is available.
In fact, the first question should really be “What quality is it?” and all olive oil labels do indeed carry a minimum of information on this topic. Under International Olive Council recommendations and EU law olive oil labels must carry a description of the specific grade of the oil, ranging from extra virgin olive oil down to olive pomace oil. But this does not really tell the customer very much. So now is the time for the producer to come to the rescue with more detailed information on the label.
The harvest
Fresh is best with olive oil. All olive oil, however good, starts to deteriorate over time so the harvest date would be a good starting point. The younger the oil the better it is likely to be. It is also likely to contain more polyphenols as these, too, diminish with age. The decision to add the harvest date to a label is usually up to the producer. However, DOP oils (of which more later) must state the harvest date.
Some producers go into even more detail on the timing of the harvest with descriptions such as “early” or “late” harvest. This is useful as early picked olives tend to yield oils with rather more bitterness and pepper in their make-up than those that are harvested later in the season.
Methods of extraction
The way in which the oil is extracted from the olives can also affect the quality the oil. A good many labels carry the words “cold pressed” or “cold extracted”. This does not tell the customer very much. The legal requirements for the production of olive oil already requires it to be processed at temperatures which will not damage the oil.
The difference between “pressed” and “extraction?” refer to the different production methods currently in use. The former refers to the old-fashioned hydraulic press and latter to the modern continuous centrifugal system. Both these methods can produce equally good quality oil
The Variety
There are numerous varieties of olive that are pressed for olive oil and they all offer different flavour tones and degrees of bitterness and pepperiness. If these are listed on the label the customer can start to evaluate the likely taste of the oil. Will it be mild and gentle with sweet fruity tones or will it be very robust with dark herbaceous tones? It is worth encouraging the consumer to build up a knowledge of what to expect from the most common varieties.
The Region
Knowing the region from which the oil comes can be helpful. Certain styles of oil are associated with specific regions. This may be because of the olive varieties indigenous to the region, the weather patterns or just tradition. Unfortunately, most regional descriptions cover very large areas about which it is difficult to generalize. The exceptions are PDO or Protected Designation of Origin. Here only varieties which are typical to the region are allowed.
It could also be worth looking at the grower’s address to see where they are based and go from there. A word of warning here for the consumer. Some of the larger producers blend olives or even oils from different regions in one batch of oil.
Good PR
Making the extra effort to add this kind of information to labels is well worth it to the producer. It works at various levels; building up good-will, educating customers and demonstrating that here is a producer who cares about both the quality of the product and the customer.
It is a good idea to show symbols of certification such as those for organic or bio status or groups offering advanced accreditation with standards higher than those required for simple extra virgin status under the IOC.
However, it is important to be sincere. Too many producers add a range of meaningless descriptions to try and enhance the presentation of their oil. The words “First Pressed” appear on a good many olive oil labels. But this is wasted space as today all olive oil is first pressed. There are no second, third or fourth pressings!
More meaningless phrases include “Special selection”, “Directors’ reserve” and “Award-winning” (with no back-up information) are just a few. Even showing actual award badges is a questionable practice, particularly if the award was won in previous years. Winning an award in one year does not necessarily mean that the oil will display the same excellence the following year.
Compliance
Importing countries round the world vary in their labelling requirements and it makes sense to check those of countries to which you hope to export. In the UK a guide to Olive Oil Compliance is published on a government: Website: www.gov.uk/guidance/olive-oil-regulations-and-inspections
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