Contact: Patricia Darragh, Executive Director
California Olive Oil Council
Tel: 888-718-9830
Six California Olive Oil Council Taste Panel Members Receive IOC Panel Leader Certification in Imperia, Italy
Berkeley, California------The California Olive Oil Council (COOC) announced today that six members of its taste panel were recently certified as International Olive Council (IOC) taste panel leaders at an advanced course in Imperia, Italy. The five-day seminar focused on building the skills essential to run an effective taste panel including in-depth organoleptic evaluation of olive oil and statistical analysis of the data collected by a taste panel.
"We are exceedingly proud of our six certified taste panel leaders," said Patricia Darragh, COOC Executive Director. "Nancy Ash, Bruce Golino, Louie Gonzalez, Arden Kremer, Xavier Marques, and Dean Wilkinson have exhibited not only a great deal of technical proficiency but also strong leadership qualities and we look forward to expanding the taste panel with them."
Founded in 1996, the COOC taste panel serves as the certification body for the Council's extra virgin certification program. The panel, which is comprised of nearly 25 members, certified 188 California oils in 2005, up 32% from 2004. "The seal program is growing and we now have a depth of leadership to handle the taste panel's heightened activities," Darragh added. Since the United States currently does not have a monitoring or standards system in place, the seal program provides a guarantee of authenticity to consumers and retailers.
The COOC extra virgin certification program requires that members submit their olive oils for both chemical and organoleptic evaluation. Oils that are pressed from 100 percent California olives, containing 0.5 percent or less of free fatty acids, that are free of defects, and have the positive attributes required for extra virgin designation, are awarded the COOC Certified Extra Virgin Seal. Recipients can display the Seal on their products to assure consumers of the oil's authenticity and quality.
"The COOC has extensive programs to educate consumers and provide our members with an objective measurement of their oil based on internationally accepted standards," Darragh stated, "Both the California olive oil industry and the COOC's membership have grown substantially in the past few years, an indication of the importance of California extra virgin olive oils within the market, now and in the future."
About the California Olive Oil Council
The COOC was founded in 1992. The Council's mission is to encourage the production and marketing of world class California extra virgin olive oil. For additional information on the COOC and the Extra Virgin Certification Program, please visit www.cooc.com.
FOR IMMEDIATE RELEASE
Contact: Tom Sloan
Tel: 415-249-8332
Settlement a Major Victory in California Olive Oil Council's
Truth in Labeling Battle
The California Olive Oil Council (COOC) has just announced the settlement of the lawsuit it initiated against Napa Valley Trading Company in October of 2004. The lawsuit alleged mislabeling of bottles of Napa Valley Naturals olive oil. As a result of this settlement, Napa Valley Trading Company has agreed to revise its labels to better reflect the actual origin of the oils and require its suppliers to test the oils to ensure they meet International Olive Oil Council (IOOC) standards for what can be called Extra Virgin. In addition a monetary donation has been awarded to the COOC by Napa Valley Trading Company.
The COOC believes that compliance with State and Federal laws requiring disclosure of the geographic source are critically important to consumers of extra virgin olive oils. "This is about trust" said a COOC spokesperson. "Consumers want to know what they are purchasing and where it comes from and they have to trust that the producer is telling the truth and complying with the laws.The COOC is reassured by the recent Bronco wine case decision where the California State Supreme Court ruled that the geographic source 'forms a significant basis upon which consumers worldwide evaluate expected quality'. A consumer should immediately know when looking at a label, the source of an oil and should not have to guess whether it is from California, Tunisia or Spain or some other producing country."
The COOC is committed to adopting stringent standards to strengthen consumer confidence in California olive oils. Their extra virgin certification program reflects these standards and requires that 100 percent California grown olive oils be submitted to a chemical analysis test for free acidity as well as a sensory evaluation conducted by the COOC's certified Panel of Tasters. Oils that are pressed from 100 percent California olives, containing 0.5 percent or less of free fatty acids and are free of defects, are awarded the COOC Certified Extra Virgin Seal. Recipients display this Seal on their products to assure consumers of the oil's authenticity and quality.
About the California Olive Oil Council
The COOC was founded in 1992. The Council's mission is to encourage the production and marketing of world class California olive oil. The Council works with the University of California at Davis and with the International Olive Oil Council in Spain to educate producers and consumers about all aspects of olive oil and it's production. For additional information on the COOC and it's Extra Virgin Certification Program, please visit www.cooc.com.
AMS NEWS RELEASE
Release No. 209-04
George Chartier (202)
720-8998
george.chartier@usda.gov
Billy
Cox (202) 720-8998
billy.cox@usda.gov
USDA SEEKS COMMENTS ON PROPOSED REVISION TO UNITED STATES STANDARDS FOR GRADES OF OLIVE OIL
WASHINGTON, Nov. 5, 2004 –– The U.S. Department of Agriculture’s Agricultural Marketing Service (AMS) is accepting written comments on a petition to revise the U.S. Standards for Grades of Olive Oil.
The California Olive Oil Council, an association of olive oil producers, petitioned USDA to consider revising the current U.S. grade standard to conform to current industry standards commonly accepted in the United States and abroad. Prior to undertaking research and other work associated with revising an official grade standard, AMS is accepting written comments on the petition.
This new standard could affect an average of 94 thousand tons of black ripe olives produced yearly in the United States and about 400 olive oil producers and growers. U.S. olive oil production in 1998 was 325,000 gallons or around 2.4 million pounds.
AMS works with industry representatives and others to establish or revise U.S. standards for nearly 240 agricultural products. Industry uses the standards in the marketplace to specify the quality of commodities. Standards facilitate commerce by providing a common language for trade and a means of measuring value in the marketing of agricultural products.
The request for comments will appear in the Nov. 8 Federal Register. Comments must be received by Dec. 8 and can be sent by postal mail to Chere L. Shorter, AMS Fruit & Vegetable Programs, USDA Stop 0247, Washington, DC 20250-0247, by e-mail at chere.shorter@usda.gov or by fax to (202) 690-1527. Copies of the notice are available from the same address.
BERKELEY, Calif. (June 24, 2004) -- The California Olive Oil Council (COOC) has announced that it has filed a petition with the U.S. Department of Agriculture Standards Division to establish new trade standards for grades of olive oil. The COOC made the move because the current standards, unchanged since 1948, no longer reflect olive oil grades that are currently used in commerce. For example, at this time there is no USDA definition of "extra virgin olive oil" in the U.S., which are among the changes the COOC wishes to effect with its request for implementation of updated trade standards.
"The current language defining U.S. olive oil standards is extremely dated," said Bruce Golino, board president of the California Olive Oil Council. "Common terms used to describe olive oil today, such as 'extra virgin,' are not included in the current standards. The result is that the terms the consumer recognizes, and is willing to pay a premium for, are used to describe olive oil without regard to its true character. The updated standards are a necessity and represent a major milestone for the olive oil industry and the U.S. consumer."
Currently, the United States standards for Grades of Olive Oil are stated as U.S. Fancy, U.S. Choice, U.S. Standard and U.S. Substandard. The COOC is proposing new standards that reflect those used by the International Olive Oil Council (IOOC). The proposed standards include ten grades of olive oil -- including extra virgin and virgin -- under two primary categories -- Olive Oil and Olive Pomace Oil. Under these standards, olive oil is defined as oil obtained solely from fruit of the olive tree, and virgin olive oil is defined as being obtained solely by mechanical or physical means under thermal conditions that do not lead to alterations in the oil. Olive Pomace Oil is defined as oil obtained by treating olive pomace with solvents. (For complete definitions of the olive oil grades, please see the accompanying document.)
The most important element of the new standards is that it will inform the consumer as to the true quality and character of the olive oil. To qualify as extra virgin, an oil must pass strict chemical analysis, as well as an objective sensory evaluation designed to ferret out defective flavors acquired during harvesting and processing.
In an effort to strengthen consumer confidence through stringent quality control, the COOC enacted a revised Membership Agreement in 2003, which requires COOC certification of all members' olive oils labeled "extra virgin." The COOC extra virgin certification program reflects standards set by the IOOC, requiring members to submit their olive oil for a sensory evaluation, conducted by the certified COOC Panel of Tasters, and have a chemical analysis conducted to test for free acidity. Oils that are pressed from 100 percent California olives, contain not more than 0.8% of free oleic acid, and are free of defects are awarded the COOC Certified Extra Virgin Seal, which recipients display on their product labels to assure consumers of the oil's quality.
The COOC's Panel of Tasters was selected after a rigorous and extensive period of training and testing, and is the only officially recognized group in the U.S. to receive certification from the IOOC. The Panel of Tasters ascertains defects as well as desirable attributes of extra virgin olive oils. The 28 member panel, which includes chefs and farmers as well as food and wine aficionados, meets monthly for the dual purposes of selecting oils for the COOC program and for continual training.
About the California Olive Oil Council
The COOC was founded in 1992. The Council's mission is to encourage the production and marketing of world class Californian olive oil. The Council works with the University of California at Davis and with the International Olive Oil Council in Spain to educate producers and consumers about all aspects of olive oil and its production. For additional information on the COOC and its Extra Virgin Certification Program, please visit www.cooc.com.
Berkeley, CA (June 4, 2002)
The California Olive Oil Council (COOC) recently announced the selection of its new officers for 2002/2003, naming Albert Katz as President and Neil Blomquist as Vice President. Karen Guth will continue to serve as the COOC Treasurer, a position she assumed last year.
"Since our inception in 1992, the Council has grown from a networking vehicle for a handful of producers into the educational and marketing arm of an industry experiencing exponential growth," boasts new President Albert Katz. The Council currently has about 400 members, including 100 at the increased level of Supporting Membership. "We now have the added responsibility to create national awareness of our industry and to educate U.S. consumers about the advantages of California oils such as freshness."
Over the past year the COOC published its educational brochure and achieved recognition from the International Olive Oil Council for its Tasting Panel. The new President sees his greatest challenge for the coming year as the increased enforcement of truth in labeling laws for provenance (product origin) and content. Additional goals include the support of farmers in the eradication of the olive fruit fly and expanded retailer and consumer awareness of the COOC Extra Virgin Seal Certification program.
Albert Katz, who has served as the COOC Vice President for the past 6 years, brings his extensive expertise in food sales and marketing to his new position. His company, Katz and Company located in Napa, has been responsible for the national distribution, brand management and promotion of several small, estate California extra virgin olive oils, including Da Vero, Storm Ranch and Frantoio brands. He became passionate about olive oil as a noted chef and restaurant owner during the 1980’s and early 1990’s. Albert also produces award-winning fruit preserves and honeys under the Branches brand.
Newly-elected Vice President Neil Blomquist is the President of Spectrum Naturals based in Petaluma, California. Neil joined Spectrum in 1989 as its Sales and Marketing Director where he grew sales from $4 million to $12 million in his first four years with company, and he has served as its President since 1994. Spectrum, renowned in the natural/organic industry, produces olive oil both domestically and internationally. Neil has been on the COOC Board of Directors for eight years, and is the Chairman of its Marketing Committee. In addition to his work with the COOC, Neil serves on the Fund Raising Committee for the Organic Trade Association and was active in the development and implementation of the Organic Food Production Act of 1990.
COOC Treasurer Karen Guth is an olive oil producer located in Paso Robles, and the President of Estate Financial, a real estate investment firm.
The COOC was founded in 1992 with the mission of encouraging the production and marketing of world-class Californian olive oil. The COOC sponsors many meetings and events each year, many of which are open to the public. For more information visit the COOC website at www.cooc.com.
The California Olive Oil Council's Tasting Panel has received official recognition from the International Olive Oil Council (IOOC). The California team, whose volunteer members include chefs and farmers as well as food and wine aficionados, has trained toward this goal for over 4 years. This is the first time in the IOOC's history that a panel from the United States has been awarded this honor.
The IOOC, an intergovernmental organization focused on integrity in the olive oil industry, issues its list of recognized panels each winter. There are currently 41 panels worldwide; the California Panel is one of two panels located outside Europe and North Africa, and is the only panel from the Americas. Also, the California group is one of just three new panels, out of eighteen applications, that earned recognition for the first time this year.
The California Panel, sponsored by the California Olive Oil Council (COOC) in conjunction with the University of California, meets under the direction of Panel Co-Leaders Paul Vossen and Roberto Zecca. Paul Vossen is the University of California Farm Advisor for Marin and Sonoma Counties and is a specialist in olive oil production. Roberto Zecca is the owner of Frantoio Ristorante and Olive Oil Mill in Mill Valley, CA, and is also the President of the COOC. Both panel leaders were trained by the IOOC in Europe, and all panel members have passed the Sensory Evaluation of Olive Oil seminar (University of California at Davis) taught by Juan Ramon Izquierdo, a Master Olive Oil Taster employed by Spain's Agricultural Ministry.
"I am extremely proud of the achievements of this Panel," exclaims Roberto Zecca. "Our group has met the time-honored, rigorous requirements of the international community, and now for the first time in America, our taste evaluations ensure the same level of authenticity that the European community has had for years."
The California Panel meets twice each month to evaluate oils for the COOC's Extra Virgin Certification Program in addition to continuing its taster training. The COOC Seal of Quality was created to boost consumer confidence in California olive oil, and for the first time in the U.S., this Seal establishes a truth in labeling guarantee for extra virgin olive oil. Only oils that are pressed from 100% California olives, contain 1% or less of free fatty acids, and are free of defects are awarded the COOC Certification Seal. Since there is no legal definition for extra virgin olive oil in the U.S., the COOC Seal is a consumer's best guarantee of purchasing the highest quality olive oil available.
The COOC was founded in 1992 with the mission of encouraging the production and marketing of
world-class Californian olive oil. The Council sponsors many meetings and events each year, many of which are open to the public. For more information visit the COOC website at www.cooc.com.
The objectives of the IOOC, established in 1959 and based in Madrid, Spain, include the fostering of international cooperation in the production of quality olive oil and table olives. For more information visit the IOOC website at www.internationaloliveoil.org.