Efforts to Strengthen Consumer Confidence Amid Media Reports Linking Rising Olive Oil Prices to Adulteration Concerns

Neptune, N.J. – December 11, 2024 – The North American Olive Oil Association (NAOOA) has shared progress on the nation’s most extensive and rigorous olive oil testing initiative. To date, nearly 95% of the samples have been collected, including the majority of randomly selected retail samples. Approximately 80% of these samples are expected to reach the laboratory services company for testing this week. NAOOA anticipates receiving initial results within the next few weeks.

Highlights of the study include:

• 250 Samples – More than any single domestic study conducted previously.
• Category-Wide Representation – Includes retail, private label and foodservice.
• Meticulous Protocol – Designed by a Yale School of Public Health biostatistician.
• Independent Sampling, Sample Prep and Testing – All performed by third-party entities.
• Expert Analysis – Undertaken by independent labs and panels certified and recognized by the International Olive Council (IOC).

The study, commissioned by the NAOOA, was announced late last year as drought in Europe and elsewhere in the Mediterranean caused lower yields and tightening global olive oil supplies, pushing olive oil prices to historic highs. Amid speculative media reports that higher prices would create a greater risk of adulteration of olive oil sold in U.S. and Canadian retail markets, the NAOOA planned its testing study to further strengthen consumers’ confidence in the authenticity of the olive oil they buy.

It is important to monitor olive oil quality directly from store shelves to ensure the supply chain is delivering an optimal experience to consumers. Because testing is occurring over one year after the beginning of the last harvest, the results will indicate how the olive oils have evolved while passing through the supply chain. The findings may be particularly enlightening following a harvest in which olive trees faced challenging climate conditions, such as drought and high temperatures. Beyond the primary goal of assessing olive oil authenticity, results from the testing program should provide the industry with valuable data to assess whether improvements are needed in supply chain management and estimating best-if-used-by dates.

“Consumers today can have tremendous confidence in the integrity of olive oil thanks to our industry’s ambitious, decades-long efforts to significantly improve quality,” said Joseph R. Profaci, executive director of the NAOOA. “We expect that despite the drought conditions and higher prices, the risk of olive oil adulteration in our market will still be very low, and this study will continue to assure consumers that they’re getting the quality and authenticity they deserve.”

NAOOA has approximately 60 members whose sales collectively represent more than half of the olive oil sold in the United States. After the NAOOA’s study was announced last year, it received support from several non-NAOOA members, as well. A full list of companies supporting the testing study can be found here.

Sampling Protocol and Plan

The protocol and sample plan for the study, which aims to create a new benchmark for olive oil testing, was designed by an independent biostatistician, Tassos Kyriakides, Ph.D., from The Yale University School of Public Health. The protocol is based on the internationally accepted standard, ISO (International Organization for Standardization) 5555, “Animal and vegetable fats and oils – Sampling.”

Using current market share data, the study includes 250 samples – more than any single domestic study conducted previously. The samples are being collected in three groups:

• 175 samples from retail brands
• 38 samples from retail private labels
• 37 samples from foodservice

The retail samples will be representative of the North American market, both in terms of market share and geographic sales distribution. They will be collected from four overarching geographic areas, including samples from three major Canadian cities. Foodservice samples will be randomly selected based on pricing.

Firewall Between Industry and Testing Process

To avoid bias and conflicts of interest, both the collection of samples from retailers and the preparation of blinded specimens to be sent to the labs are being carried out by professional, independent third-party entities (a food and retail consulting services company and an independent lab services company, respectively). The independent lab services company will also randomly select independent labs and taste panels certified and recognized by the IOC. The IOC was chartered by the United Nations over 60 years ago to oversee the production and quality of olive oil around the world.

The test results received by the NAOOA will be anonymous as to brand names. For any test results that may warrant follow-up actions – up to and including reporting to regulatory authorities – the NAOOA may be provided the brand’s identity only after review by an independent legal adviser to ensure objectivity. Reports on the results of the testing study will be issued based on aggregated data.

“Olive oil is one of the healthiest and most delicious foods consumers can eat, but those who lack confidence in it will sadly turn to other, less healthful oils,” Profaci said. “Given its incredible benefits, it’s essential that consumers trust the quality and authenticity of the olive oil they buy. This testing study is designed so that consumers can continue to feel great about buying this incredibly healthy food.”

About the North American Olive Oil Association

The North American Olive Oil Association is committed to supplying North American consumers with quality products in a fair and competitive environment; fostering a clear understanding of the different grades of olive oil; and expounding the benefits of olive oil as the most healthy, delicious and sustainable choice among cooking oils.

Contact: info@naooa.org