Another news item today: "Many of the olive oils lining supermarket shelves in the United States are not the top-grade extra-virgin oils their labels proclaim, according to a report from the University of California, Davis. Researchers analyzed popular brands and found 69 percent of imported oils and ten percent of domestic oils sampled did not meet the international standards that define the pure, cold-pressed, olive oils that deserve the extra virgin title". The full article can be found here.
But before you shoot off and read that piece, why should this perpetration of factual anomalies warrant anything more than a "Duh" from us?
Frankly, I'm not sure I've seen anything less than a "triple-pressed, cold-filtered, turbo-charged, extra extra virgin - in fact, so virgin it's never even seen someone of the opposite sex" olive oil in years.
Of course, this is all a load of marketing bollocks. I'm reminded of an old friend at Informix who used to introduce me by saying: "and now, Philip Page, Marketing Director (and as we all know, marketing exists just to add value to the facts)".
He was also the person who, in one presentation said "why use a picture when a thousand words will do", so he's eminently quotable.
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