The time is ripe for a global extra virgin olive oil reboot. Plagued by never ending scandals and ongoing fraudulent labelling we need to return to the roots of olive oil marketing. The truth is the health protective and health promoting properties of extra virgin olive oil (EVOO) were marketed far better 2,500 years ago than they are today! Back then they used the Olympics as a marketing tool to showcase the health benefits of olive oil. ( Yes its true Hellenic culture invented marketing as well ) This is why they crowned the winner with a wreath made from an olive branch. Today we market coca cola using the athletes as spokespeople and their achievements as proof. We also Continue reading Extra Virgin Olive Oil Reboot
A wise man once said in order to see your future you have to be able to remember your past. What is the future of Greek olive oil? If we look back in history the future is easily known and very bright indeed. Modern Greece inherited a wealth of unestimable value. The high phenolic olive tree. Is it any coincidence over 98% of olive trees in Greece carry within them the highest levels of phenolic compounds found in olive oil which are scientifically proven to have high medicinal value?
Do the modern Greek politicians recognize this fact? NO!
Do they care? NO!
Do they remember their history? NO!
In fact they are trying to bury it. Politicians in concert with EFET (Hellenic Food Safety Agency) along with a few misguided scientists who apparently claim that olive oil is not a medicine it is a food and simply a part of the mediterranean diet.
They have managed to thwart the implementation of the EU health claim regulation 432/2012 spanning 3 Greek governments. Imagine if these individuals and state agencies put the same effort in uplifitng the Hellenic spirit instead of burying it.
Olive oil was considered medicinal by our ancient Hellenic ancestors. They traded this most valuable olive oil across the mediterranean. All evidence points to the fact that Ancient Hellenic culture was the first to recognize the medicinal and nutritional value of olive oil. More specifically they recognized the early harvest olive oil as the most medicinal. It was only 3 years ago they were proven to be so right.
Early harvest olives contain more phenolic compounds than mature olives. This was proven in 2012 when Dr. Magiatis and his team of researchers at the University of Athens discovered the NMR (Nuclear Magnetic Resonance) method of measuring individual phenolic compounds in olive oil.