Olive Oil: A Timeless Treasure Sacrificed on the Altar of Mass Retail

Olive oil is far more than just an ingredient. It’s a noble fruit juice—natural, unprocessed, and pure. It comes from an extraordinary tree that withstands drought, scorching winds, and the passage of time. For millennia, olive oil has healed, nourished, and beautified. It’s been part of beauty rituals, elevated our meals, and fueled our athletic feats.

But a recent French report from UFC-Que Choisir (June 27, 2025) is damning: only 1 out of 4 olive oils sold as “extra virgin” in supermarkets actually deserves the label.

Shocking, right? The rest? Downgraded to “virgin,” or even unfit for consumption. Rancid flavors, signs of fermentation, moldy olives... that’s what’s hiding behind some of those pretty labels.

Consumers deserve the truth.

What a waste... Especially when you consider that some of these so-called “extra virgin” olive oils are being sold at up to €17 for just 750 ml!

And yet, it doesn’t have to be this way.

You can access truly exceptional olive oils—crafted with care, respect, and passion by producers who have one simple goal: to do things right and to do good.

Let’s give this extraordinary product the place it truly deserves.

#OKairos #OliveOil #RealExtraVirgin #UFCQueChoisir #StopTheFake #FoodTransparency #100PercentOrigin

Nota Bene: Established in 1951, Union Fédérale des Consommateurs (UFC Que Choisir) is a not-for-profit organisation with a nation-wide network of nearly 170 local organisations that handles more than 100,000 consumer complaints a year. Through its monthly publication, the high-profile magazine "Que Choisir" and its wide readership in excess of 500,000 individual subscribers, UFC-Que Choisir carries out in-depth research and test comparison for a range of goods and services. The three pillars of the UFC-Que Choisir are: Independance, democracy and solidarity.