THE SECRET
why does most olive oil taste the same?
The olive oil industry has been hiding something from you.
Olive oil loses 70-80% of its taste and health benefits over the course of a year.
Strange how nobody talks about it though, isn't it?
Dark glass. Fancy bottles. Store it in darkness. Single origin.
They'll talk about anything apart from the most important part.
Some things slow this process slightly, but nothing stops it.
It all comes down to one thing.
The fresher, the better.
Why don't they want you to know this?
Because it takes them months just to get the olive oil.
So its often a year old before you've bought it.
(And then it sits in your kitchen cupboard for even longer!)
Don't believe us?
Check the back labels next time you're in the supermarket.
(If it doesn't have a harvest date on it, that's even worse news!)
Pick, press, bottle, test, export, ship, import, transport, store, sell, deliver.
A few of the steps olive oil must go through before getting to you.
That takes a lot of time if you're a big company dealing with big quantities.
It also takes a lot of olive trees.
So they need to get the most out of them.
Fertilisers. Pesticides. Tractors. Commercial Equipment.
All of this makes the life of the olive tree pretty cushy.
They don't have to produce many polyphenols to protect themselves.
Polyphenols = protective antioxidant for olive trees.
Polyphenols = flavour & health bomb for humans.
Our olive trees have a tough life high up in the mountains.
No help, no shortcuts, no machinery.
Hardy conditions = more polyphenols.
More polyphenols = tastier & healthier for you.
