Fernando do Rosário – Chairman of the COPA-COGECA Working Party on Olives and Olive Oil
The European Union is the world’s largest producer of olive oil, accounting for around 65% of global production. However, due to unfavourable weather conditions, recent harvests have been poor. In 2022/23, EU olive oil production fell by around 40% compared to previous years, and in 2023/24, production fell by 25% compared to the five-year average. This trend is reflected globally, with olive oil production declining in many regions. As a result, olive oil prices have risen worldwide, with increases ranging from 100% to 175% for extra virgin olive oil, depending on the market.
In this context, consumers may be attracted to cheaper alternatives, while traders may be tempted to offer low-cost options, thereby increasing the risk of fraud in a market known for its quality and centuries-old traditions. Unfortunately, fraud in the olive oil sector is not a new threat. Olive oil is a high-value product, and the temptation for unscrupulous actors to maximise profits at the expense of consumers and product quality persists. When consumers are unfamiliar with the differences between various types of olive oil, fraudulent practices become more prevalent.
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That is why it is crucial to toughen administrative responses and criminal penalties for fraudsters, while investing in consumer education. When consumers are aware of the distinction between extra virgin, virgin, lampante, pomace and refined olive oil, as well as the processes and flavours involved, the rate of fraud will decrease. Educated consumers can make informed decisions and avoid consuming lower-quality products.
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A common practice in the olive oil sector is to blend different vegetable oils. In this regard, I must raise an important issue concerning the current EU marketing standards, which COPA-COGECA has long been calling for reform: the possibility of banning the sale of olive oil blends in countries where their production is not permitted. Currently, EU rules allow the legitimate blending of olive oil with other vegetable oils, but Member States may choose to ban such blends on their territory. This policy is designed to protect and promote the quality of pure olive oil and reduce the risk of misleading consumers. However, there is a loophole: if olive oil from a Member State that prohibits blends is exported to another EU country where such blends are permitted, the blended olive oil can be re-imported and sold in the country of origin. Although this is technically legal, it undermines the intention of the original ban, as it allows the blend to “go out the front door and come back in the back door”. Consumers deserve to know that when they buy olive oil, they are getting pure olive oil and not a blend with inferior products.
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In addition to addressing the issue of blending, we must focus on how olive oil is presented to consumers. Some Member States have implemented stricter regulations requiring non-refillable bottles for olive oil in restaurants and catering establishments. These bottles ensure that the olive oil served is genuine and not an inferior substitute. Harmonising these rules across the EU would not only promote the cohesion of the internal market and facilitate trade, but also ensure safety, quality and consumer protection.
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I encourage the olive oil sector, consumer organisations and EU institutions to work together to improve traceability and consumer protection, with a focus on blends and packaging. We need stronger safeguards to ensure that olive oil remains a premium product that consumers can trust.
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Furthermore, we cannot ignore competition from neighbouring countries in the Mediterranean basin, such as North Africa and the Middle East. Although these regions face similar climate challenges, their production costs are much lower than in Europe. Countries such as Tunisia, for example, have been exporting more than 56,000 tonnes of olive oil to the EU annually, duty-free, since 1998. While these imports may help to lower prices in times of shortage, they should be seen as a temporary solution. The fact that European consumers are turning to olive oil from third countries poses a threat to the EU’s high-quality production standards. In recent years, due to reduced EU production, imports from third countries such as Chile and Argentina have increased. While European producers are committed to upholding labour rights, environmental standards and economic sustainability, these same guarantees do not always apply to imports from third countries. It is essential that these values are reflected in international trade agreements and that priority is given to European production.
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I remain confident that the new EU legislative term will prioritise the protection of olive oil, and it is imperative that we take swift action to preserve the integrity and quality of this iconic product, ensuring its future in an increasingly competitive global market.
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I remain confident that the new EU legislative term will prioritise the protection of olive oil, and it is imperative that we take swift action to preserve the integrity and quality of this iconic product, ensuring its future in an increasingly competitive global market.
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Fernando do Rosário – Chairman of the COPA-COGECA Working Party on Olives and Olive Oil
