The food system lost its way

From terroir to commodity

Olive oil is an incredibly diverse food. Countless factors such as olive variety, environment, harvest time and farming practices all shape its flavour and health properties. Yet most supermarket oils are a mix from multiple farms, varieties and older harvests, that together create a bland tasting, standard oil.

Farmer who care aren't rewarded

Regenerative farming takes more care than extractive conventional farming. Yet without certification, the market rarely pays these farmers any more than it pays those who keep spraying, degrading soil and ecosystems in the process. The food system rewards neither care nor penalizes damage.

You don't know what you are buying

Most bottles don't tell you when the olives were harvested, who produced the oil, where it came from, how fresh it is, the polyphenol content, or whether it's a blend. Without transparency, it's almost impossible to comprehensively judge quality.

An opaque market enables fraud

Olive oil is one of the world's most frequently adulterated foods. Complex supply chains and extensive blending make fraud easier and your trust harder to earn. Source: European Commission (2025)