Olive oil has long been a staple of healthy Mediterranean eating, celebrated for its flavor and health benefits. But here’s a hard truth: just because the bottle says “extra virgin” doesn’t mean you’re getting what you paid for.
A new 2025 scientific study from the University of Tuscia in Italy took a hard look at retail olive oils and asked a simple but important question: are the oils sold as “extra virgin” really meeting the standards of that label?
The answer? Not always. In fact, many weren’t even close.
What the Study Did
The researchers looked at extra virgin olive oils (EVOOs) sold across supermarkets and discount stores in Central Italy. They tested 11 different oils — some cheap, some mid-range, and some high-end — using both lab tests and expert taste panels. They also surveyed 266 consumers to understand how people choose their oils and what they believe quality looks like.
Here’s what they found — and what you can do to shop smarter.
Key Finding #1: The Label Doesn’t Guarantee the Quality
Every bottle tested in the study was labeled “extra virgin.” That means it’s supposed to meet strict standards: no taste defects, very low acidity, and high levels of antioxidants.
But nearly half of the oils — especially the cheaper ones — had clear sensory defects like:
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Rancid flavors (a sign of oxidation in long storage or old oil)
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Musty or muddy notes (from poor storage or poor olive quality at harvest time)
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Winey or vinegary smells (from fermentation gone wrong - also a sign of improper or prolonged storage)
Under European Union rules, these defects should disqualify the oil from being labeled “extra virgin.” Yet these bottles were on store shelves with that premium label anyway.
👉 Takeaway #1: Just because a bottle says “extra virgin” doesn’t mean it meets the true standards. Sensory defects are more common than you might think—especially in budget oils.
What Does Rancid Olive Oil Taste Like?
A key part of this study was sensory testing, where trained tasters found rancid and musty notes in many oils labeled as EVOO. So how can you tell if an oil has gone bad?
Rancid oil often tastes like old walnuts, crayons, or putty. It may feel greasy or waxy in your mouth and lacks any sense of freshness. That dull, stale flavor is a telltale sign.
By contrast, good olive oil — especially high-polyphenol oils like kyoord’s — should taste vibrant, with a grassy aroma, a pleasant bitterness, and a peppery kick in the throat. That pepperiness isn’t a flaw — it’s proof the oil is alive with antioxidants and freshly harvested olives. If you’ve ever coughed from tasting kyoord, that’s a good thing.
Key Finding #2: Higher Price Helps, But Isn’t Foolproof
In general, the higher-priced oils in the study performed better. They had:
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Lower free acidity (which means fresher, better-quality oil)
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More antioxidants (measured by polyphenol content)
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Cleaner, more complex aromas (like fresh-cut grass or green apple)
But there were surprises. One of the most expensive oils tested had signs of poor storage and even musty and rancid flavors. So price alone isn’t enough.
👉 Takeaway #2: Don’t assume the most expensive olive oil is the best. Use label clues to help you make a smarter choice. Prioritize freshness
Key Finding #3: Detailed Labels = Better Oils
The oils with more label information—like harvest year, olive variety (cultivar), and extraction method—were generally the highest quality. These bottles were more likely to:
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Be made from named cultivars, indicating careful, intentional production
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Declare the harvest year, which speaks to freshness
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Use cold extraction, preserving flavor and nutrients
In contrast, oils with vague labels (like “blend of EU oils,” no harvest date, and no mention of how it was made) often had defects and lower antioxidant levels.
👉 Takeaway #3: The more detailed the label, the better the oil is likely to be. Look for:
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Harvest date (Most recent harvest is better, but remember: early harvest olive oil is made in the fall of the previous year)
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“Cold extracted” or “cold pressed”
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Named olive varieties or olives origin (single origin only, mutli-varieties are ok)
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Any other details indicating attention to quality such as single estate, same day milling, or polyphenol information
Key Finding #4: Consumers Think They Know Quality — But Often Don’t
The study also surveyed 266 Italian consumers — most of whom thought they were savvy olive oil buyers. But many held common misconceptions, such as:
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Believing green color means higher quality (it doesn’t — it can be manipulated)
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Thinking unfiltered oil is always better (in poor storage condition it spoils faster)
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Confusing polyphenols (natural antioxidants) with added preservatives
Even in Italy, where olive oil culture runs deep, consumers had limited knowledge about what truly makes a high-quality oil.
👉 Takeaway #4: Educate yourself on what matters. Focus less on color and packaging, and more on what's inside the bottle.
Where kyoord High-Phenolic EVOO Fits In
This study reinforces why we do things the way we do at kyoord. We’ve built our entire approach around transparency, quality, and science-backed standards—because we know how easy it is for consumers to be misled.
Here’s what sets kyoord apart:
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Ultra-high polyphenol levels, confirmed through independent lab testing. Our signature Lianolia, Koroneiki, and Kalamon olives are harvested early in the fall, when antioxidant content is at its peak.
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Cold extraction within hours of harvest to preserve flavor and health-promoting compounds.
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Harvest date clearly listed on every bottle—because freshness matters.
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Grown, milled, and bottled on a single estate to ensure total control and traceability.
The result? A vibrant, intensely flavorful olive oil that not only tastes incredible but delivers real health benefits—with anti-inflammatory, antioxidant, and neuroprotective properties you can feel good about.
Final Thoughts: Don’t Be Fooled by the Label
Even in regions known for olive oil, this study showed how common it is for oils to fall short of “extra virgin” standards — even when labeled as such.
The good news? You don’t have to be an expert to buy better olive oil. You just need to know what to look for: transparency, freshness, and a producer you can trust.
At kyoord, we believe olive oil should do more than just dress a salad — it should support your health, delight your senses, and come from a source you believe in.
