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www.gourmetnews.com 14 Oli e Aceti • Gourmet News oil, both in the trade and among consumers, has never been higher. There is a very positive trend toward im- proving quality in olive oil in the U.S. and around the world. Never in history has there been so much quality extra virgin olive oil produced in so many places. Discerning extra virgin olive oil consumers can find an amazing array of extra virgin olive oils of diverse styles and origins if they are willing to seek them out: in specialty stores, direct from the producer, on the Internet, and, sometimes, on supermarket shelves. But despite this, the average American consumer is confused and most likely not benefiting from the growth in quality extra virgin olive oil. For every article or news story heralding another discovery about the extraor- dinary health or culinary benefits of extra virgin olive oil, there is a headline about fraud in the indus- try. The sad truth is that a tasting survey of the av- erage supermarket olive oil set will reveal numerous olive oils with fla- vor defects. The various in- ternational defini- tions of "extra virgin" differ on sundry points, but they are unani- mous on one thing: to be "extra virgin" grade, an olive oil may not have defects in flavor. Yet one re- search survey after another, at home and abroad, has found the same thing: a ma- jority of the oils being sold as "extra vir- gin" are actually "virgin" grade (or worse). There is something else that most of these substandard products have in common: they are inexpensive — $5.99 a liter or even less. The reality of olive oil production is that you cannot place a genuine extra virgin olive oil on the retail shelf for that amount of money. Prices like this distort the entire category, adding to consumer confusion and penalizing the producers of true extra virgin olive oil who must charge a higher price be- cause their product is more expensive to produce. An encouraging sign is the persistent growth of demand for extra virgin olive oil in the market, and the increasing con- sumer interest in the product. Unlike fad foods, extra virgin olive oil is showing real legs in the marketplace. Its inherent value shines through all the hype and confusion: it has great benefits for health and well-being; it is a complex and fasci- nating food with an amazing history; it is minimally processed and full of natural nutrients; and it makes food healthier and more delicious. The retail sector has an opportunity here to seize the moment. Genuine extra virgin olive oil should not be displaced from the market shelf by sku after sku of inferior product. A better olive oil set with more high-quality options will give the shopper opportunities to upgrade. High- quality extra virgin olive oil is an excel- lent value for the user, adding so much healthy flavor for around 50 cents per serving. And since these high-quality extra virgin products are more profitable for the seller, making the choice to do the right thing can be an easy one! GN Gaea North America (Cont'd. from p. 1) extra virgin olive oil, these new sauces taste like they came straight out of Nonna's kitchen. They are cooked in small batches, in stainless steel kettles, preserving fresh- ness for a homemade quality taste. All of the sauces are produced in eco-friendly facili- ties, contain no preservatives, have no added sugar and are gluten-free. The new All-Natural Premium Tomato Sauces come in four different flavors: Marinara, Spicy Marinara, Italian Garden, and Tomato Basil. These four new vari- eties are available in both 16- and 26- ounce jars, so whether you're cooking for two or the whole family, there's an option for everyone. The newest Organic Pre- mium Tomato Sauces are available in three flavors: Marinara, Spicy Marinara, and Italian Garden, and are available in 26-ounce jars. All of the Organic Premium sauces are USDA Organic Certified and Quality Assurance International (QAI) certified to ensure that only the best or- ganic ingredients were used. These products are now available in spe- cialty food stores, supermarkets, and gro- cery stores throughout the U.S, alongside other Colavita products. About Colavita USA Family-owned Colavita USA LLC, head- quartered in Edison, New Jersey, has been importing and distributing Colavita Extra Virgin Olive Oil for more than 30 years. Colavita Extra Virgin Olive Oil is recog- nized as the trusted family brand in the U.S. and has earned awards from renowned cooking publications such as "Fine Cooking" and "Cook's Illustrated" and general-interest magazines like "Men's Health." Colavita authentic Italian specialty prod- ucts, including durum wheat semolina pasta, a full selection of balsamic and wine vinegars, traditional and organic pasta sauces, and olive-canola blended oils are the ingredients of choice for chefs in home, restaurant, and professional kitchens. Colavita also markets a full line of mari- nated vegetables and spreads and ready-to- serve soups, each prepared according to Colavita family tradition. For more information, go to www.colavita.com, email usa@colavita .com, or call 732.404.8300. GN Colavita (Cont'd. from p. 1)

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