Chances are that for supermarket consumers looking for extra virgin olive oil, what's truly "extra virgin" and what's not can be a difficult feat, according to at least one Central Coast olive grower.
Not that consumers are being intentionally misled by the supermarkets as the supermarkets themselves can't be held accountable because they're sometimes equally misled.
The job of the Central Coast Olive Group, which represents more than 60 farm members throughout the Central Coast, is to help spread public awareness about the importance of delineating the difference between authentic "extra virgin" olive oil versus the imitators, among other things, according to its leadership.
Central Coast olive growers are quick to point out that grabbing the cheapest extra virgin olive oil off the shelf at the store isn't the best idea at the store because it's hard to tell what is and isn't the real thing.
For more, see: Is it extra-virgin: Central Coast olives de-mystified