Extra virgin olive oil exec: You wouldn’t buy rotten meat or stale bread, so why are you buying rotten olive oil?

Claims that much of the extra virgin olive oil (EVOO) sold in US supermarkets is not ‘extra virgin’ at all are hardly new. But the fact that many retail buyers are effectively turning a blind eye to such widespread fraud is immensely frustrating for companies that are playing by the rules, says one industry expert.