If the bottle in the supermarket only says “olive oil” and does not contain “extra virgin olive oil”, many experts consider this reason enough to leave it on the shelf, because it tends to indicate a refined or mixed product, with less flavor, aroma and quality. The recommendation is simple: look at the legal category on the label, be wary of “pretty” terms and look for signs of transparency (origin, producer, harvest and certifications).
Buying olive oil seems easy, but the shelf is full of promises and vague phrases that confuse more than help. Among so many brands, the detail that many ignore is actually in the product’s official name.
The rule of thumb is straightforward: the expression “extra virgin olive oil” on the label is the first barrier against bad purchases. Without these words, there is a good chance that you are looking at a “regular” olive oil, often associated with refining processes or blends, with a more neutral and less interesting profile.
The detail that betrays inferior quality
The most common warning arises when the packaging label only indicates “olive oil”. According to specialized publications, such as the North American gastronomy portal Epicurious, in purchasing guides, experts recommend avoiding labels that do not mention “extra-virgin” and, in the same package, include terms such as “light”, “pure” or simply “olive oil” in the “do not buy” bag.
This does not mean, in itself, that the product is “fake”, but it does mean that it is not in the most valued category. And, for those who want natural flavor and compounds, it’s a clear sign that it’s worth looking for another bottle.
It itself distinguishes the categories and is explicit: extra virgin olive oil is the highest quality category and its acidity must not exceed 0.8%.
When marketing enters the olive oil label
Expressions like “light” rarely mean “healthier”, they usually point to a “milder” olive oil because it has been refined or blended, losing intensity. This is why many guides advise not to get carried away by words that sound good but say little about the actual product category.
Another classic example is vague origins like “European Union olive oil blend”. In practice, it can mean combining olive oils from several countries, with little useful information to understand freshness and control throughout the chain.
And there is an important point: European rules also cover “olive oil composed of refined olive oils and virgin olive oils”, that is, a product resulting from a mixture of refined and virgin/extra virgin olive oil, and is not the same as extra virgin olive oil.
The date that matters (and the one that doesn’t always help)
Many people only look at the expiration date, but that says little about freshness. Experts recommend looking for “harvest date/pressed on” and the name of the mill/producer, because more detailed labels tend to appear on better olive oils.
Having said that, it is worth knowing: in the EU, the indication of the year/time of harvest falls within the field of optional mentions and is regulated, that is, not all olive oils will contain it, even if they are legal. Still, when it’s there, it’s usually a good sign of transparency.
And pay attention to “bottled on” (bottled in) and some “best by”: there are experts who consider these elements to be of little use in assessing freshness, because the olive oil may have been stored for a long time before being bottled.
Certifications and origin: what really protects the consumer
DOP and IGP seals are not just decoration. In the European system, these geographical indications protect names linked to regions and production rules, creating an extra layer of traceability and control.
In Portugal, official information also details specific rules for olive oil regarding labeling and presentation to the end consumer. It’s yet another reason to favor clear and complete labels over vague slogans.
And there is a context that matters: supervision exists, but it is not always applied uniformly. A recent report by the European Court of Auditors points precisely to differences in the application of control systems between Member States and challenges in the verification chain.
Packaging: A Silent (But Telling) Signal
Olive oil is sensitive to light and heat, and packaging can help or ruin it. In retail, European legislation itself provides for packaging with an appropriate closure system to help guarantee the authenticity and integrity of the product.
In practice, dark bottles and cans tend to protect better than clear containers exposed to store lighting. And even with good packaging, the ideal is to store it at home in a cool place and away from the stove.
Finally, the price: quality extra virgin olive oil has real costs (production, extraction, control and storage). Aggressive promotions exist, but “too cheap” should turn on the red light, especially when the label is unclear and the origin is vague.
If you want a quick check before buying: (1) the “extra virgin olive oil” category, (2) origin and specific information (ideally producer/mill and harvest, when available) and (3) packaging/closing that protects the product. If you fail at the first point, when it only reads “olive oil”, the advice from many experts is simple: choose another bottle.
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