Where the olive oil is produced tends to be the most overrated and overemphasized variable when it comes to determining the overall quality and relative value of olive oil. If the other far more important variables, (the when, what, and how) are not considered then where the oil is produced is less than meaningless. Where the oil is produced can in fact be downright misleading. Claiming special consideration on account of where a product is produced is primarily a marketing device used to create value and status.

The preoccupation and overemphasis on where has given rise to the current ridiculous situation where Italy is both the largest importer and exporter of olive oil in the world. This misconception also leads to the widespread practice of claiming exceptional quality and status where none exists.

The virtual river of olive oil that flows out of the tiny region of Tuscany is surpassed only by the miracle of the few fish and five loaves that fed the thousands of hungry pilgrims. This is not to say that high quality olive oil cannot be produced in Tuscany or Italy. Low quality and high quality olive oil can be produced in any number of regions in the world, including Italy and Tuscany. The best way to understand the relative value of where an olive oil is produced is to taste a number of different varieties from a number of different regions at once in the blind. Then and only then can one begin to understand and appreciate the fact that where the oil is produced is only one of several much more critical variables that determine the overall quality and relative value of olive oil.

There are dozens of fantastic qualities of olive oil being produced all over the world. In places like Argentina, Australia, California, Greece, Spain, Tunisia, Turkey, Syria, and Morocco wonderful unique oils are being produced annually. It is our belief that the unsung oils of the world will one day be as commonplace among consumers as coffees or wine varietals.

Our advice is to have as many authentic olive oil experiences as possible . There is no substitute for personal experience. Trust yourself. There is no right or wrong answer when it comes to personal taste. A well crafted olive oil from North Africa is infinitely more desirable than a poorly made one from Tuscany.