EcceChina: European Extra Virgin Olive Oil between truth and falsehoods

Extra Virgin Olive Oil (EVO) is one of the oldest and most precious foods in the Mediterranean tradition. Recognised not only for its unique flavour and versatility in cooking, it is also a true nutritional treasure, rich in antioxidants, vitamins and health-promoting fat acids. Its production requires meticulous attention: only the best olives, harvested at the right stage of ripeness, are pressed exclusively by cold mechanical methods, without the use of solvents or chemical processes, so as to preserve its organoleptic and nutritional qualities.

The result is a product of the highest quality, often referred to as ‘green gold’, which encapsulates the flavour of the land, the passion of the producers and a millenary cultural heritage. However, precisely because of its fame and value, Extra Virgin Olive Oil is often at the centre of misunderstandings, clichés and misinformation, which compromise its correct perception by consumers.

It is precisely in response to this challenge that EcceChina – European Olive Oil: Symbol of Mediterranean Culture to Satisfy Oriental Tastes, a three-year project promoted by Unaprol – Consorzio Olivicolo Italiano and supported by the European Union through EU Regulation 1144/2014. The main objective of the project is to increase consumers’ awareness of the authentic value and quality of European Extra Virgin Olive Oil, countering misinformation and promoting in-depth and scientifically based knowledge.

The silent enemies of EVO Oil

To best protect the unique characteristics of Extra Virgin Olive Oil, it is crucial to know the silent enemies that can compromise its quality. EcceChina draws attention to those factors that are often underestimated or little known to the average consumer, including:

• Air (oxygen): promotes oxidation, deteriorating the chemical composition and altering aroma and flavour;
• Excessive heat: accelerates degradation processes, as does extreme cold, which can lead to crystallisation and separation of compounds;
• Direct light: contributes to faster quality deterioration, especially if the oil is stored in transparent containers;
• Time: EVO Oil also has its own life cycle. As the months pass, its most valuable components – such as polyphenols and antioxidants – tend to degrade.

Myths to dispel, once and for all

After having identified the main enemies of Extra Virgin Olive Oil, it is also important to shed light on some erroneous beliefs that have long been circulating around this extraordinary product. Eccechina is committed to unmasking die-hard beliefs that damage the perception – and sometimes even the consumption – of EVO Oil.

• ‘If it tingles, it is sour‘ – False. Tingling is an indication of freshness and the presence of polyphenols, antioxidant substances beneficial to the body. Acidity, on the other hand, is a chemical parameter that can only be measured in the laboratory, and has no relation to the sensation on the palate.
• ‘The greener, the better‘ – Another widespread myth. The colour depends on the variety of olives and the degree of ripeness, not on the quality of the product.
• ‘Oil made the old-fashioned way is more authentic‘ – Not always. Modern mills operate in controlled environments, cold-process and guarantee high standards of hygiene, reducing oxidation and ensuring superior quality.
• “All EVOs are the same” – On the contrary: cultivars, territories, extraction methods and degree of acidity (which can vary from 0.2% to 0.8%) determine significant differences in taste, nutritional profile and value.
• “EVO Oil has an expiry date” – It does not expire like a medicine, but over time it loses its best properties. This is why it is advisable to consume it within a certain period and store it properly.

Through EcceChina, a new approach to Extra Virgin Olive Oil is promoted: more conscious, informed and respectful of its identity. The project includes educational activities, informative meetings, multimedia content and awareness-raising initiatives aimed at both consumers and operators in the sector.

Eccechina is an invitation to look inside the bottle, recognising the authentic value of what it contains: not just a food, but a cultural, environmental and nutritional heritage to be protected and handed down.

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