Suit over "extra virgin" ovilve oil mislabeling

[Elmore Furth]

Virgin olive oil is a $700 million industry in the US. And you thought the 72 virgins for martyrs was controversial.

A cadre of chefs, restaurants and cooking enthusiasts with a mutual love of olive oil are accusing several companies of diluting the product with cheaper alternatives while still branding it as "extra virgin."

The group filed a complaint in Orange County Superior Court this week claiming that several retailers and olive oil producers, including such varied outlets as Wal-Mart Stores Inc. and Bristol Farms, have misled Californians for years about the actual quality of the olive oil on sale.

The slew of defendants also includes Gelson's Markets, Kmart, Target Corp. and others, who are accused of charging a high premium for imposter oil. The suit doesn't name several retailers such as Trader Joe's and Costco because, attorney Daniel Callahan said, their olive oil products aren't adulterated.

His firm, Callahan & Blaine of Santa Ana, also filed a class-action complaint last month against 99 Cents Only Stores alleging unfair and deceptive business practices and misleading advertising because the discount chain raised some prices to 99.99 cents.


Group sues olive oil producers, retailers amid claims of mislabeling

[jemsan]

1. Good to know..

I'm off to Costco to get their Organic Extra Virgin that is really extra virgin! It's about time we called out these companies that mislabel food!

[dkf]

2. After discovering Jacuzzi Vineyards Olive Press I cannot go back to regular olive oil.

Man that stuff is so delicious. I tried to find a decent olive oil locally but nothing compares to freshly pressed green olives. I had to go all the way back to Sonoma just to pick up a new batch and came back with a couple bottles of the stuff. When combined with some applewood smoked salt a filet becomes simply amazing.

[Name removed]

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