From the New York Times:
American food lovers have long taken for granted that only olive oils from the Mediterranean are worth buying — preferably with an olive tree, an Italian flag and some words like “authentic cold pressed” on the bottle.
But in the last decade, California producers have mounted a major new effort to bring back the domestic olive oil industry, planting thousands of acres, building new mills and producing oils that can be fresher, purer and cheaper than all but the finest imports.
The California olive oil trade, started by 16th-century Spanish missionaries, was almost dead 10 years ago, except for small-scale producers along the Pacific Coast and in the wine country.
“Many people loved the romance of olive oil,” said Deborah Rogers, an owner of the Olive Press, a mill and orchard in Sonoma, Calif. “But no one could figure out how to make any money at it.”
Less than 2 percent of the olive oil consumed in the United States is produced here. But that figure is nudging upward as companies like California Olive Ranch, Corto Olive and Apollo have produced oils that are priced to compete not only in specialty stores, but in supermarkets. They’re using two powerful tools: intensive farming systems already in wide use around the Mediterranean, and a self-imposed bureaucracy that has tried to set a new domestic standard for purity, just as imported olive oil has come under increased scrutiny.
For more, see: California’s Olive Oils Challenge Europe’s