Abstract

Olive oil has long been a flavour-enhancing pillar of the predominantly plant-based traditional Greek/Mediterranean diet. In this paper current production practices and polyphenol levels will be examined and contrasted against traditional practices. Also discussed will be the modern regulations that legitimise polyphenol loss and the use of misleading terminology that confuses both traditional consumers and newcomers to olive oil. Other issues of concern are today’s obsession with the best, freshest, and greenest olive oil and how these affect flavour, aroma, and production costs. Further, the failure of the media to go beyond the celebrity culture in order to provide reliable and relevant information is also covered. It is proposed that, for the successful promotion of olive oil and the implementation of the traditional Greek/Mediterranean diet, it is essential that natural flavours, simple messages, and low costs are considered.