Extra vergin Italy

Extra vergin Italy
Magazine: April 2008

In the name of PDO, will Italy save itself from common ‘olive oil’? That is the wish of our olive producers, hoping that consumers will learn to recognise the importance of having a DOP in their own kitchens. In fact, if an increased percentage of consumers purchased blue label extra-virgin olive oil it would be a victory for the whole country. To choose oil with a certifi cation of its territorial origin that refers to a localised productive area is the equivalent to having a special emblematic product. Yet the market does not reward such oils, so it is necessary educate the consumer to perceive the difference of characteristics compared to oils that do not hold this trademark. The PDO’s offer a vast range fragrances and fl avours, plus the choice of a PDO is equivalent to an injection of oxygen into the sector. It is true, because our oil producing division has to pit itself against strong competition from lower priced foreign oils. Therefore, in order to confer value on this wide-ranging heritage, we need to express more enthusiasm for trying out new oils, maybe by plotting a virtual ‘trip’ from region to region. The choice is vast, because from north to south of Italy the production areas are numerous.