Letter from Ehud Soriano, the head of the Israeli olive oil testing panel
My name is Ehud Soriano, the head of the Israeli olive oil testing panel and an olive oil quality consultant, instructing and guiding olive oil producers about olive oil quality.
I want to bring to your attention something I saw in your advertissement: “Mardouw is one of the few olive oil producers on the world market, which provides guaranteed pure olive oil”.
First, there is no category in the IOC standard for “Pure” olive oil. I know you meant “excellent quality” and a guarantee of the best olive oil, but “pure” is not a professional existing term in olive oil. Second, and even more important – in some countries (USA is a good example but not the only one) “pure olive oil” means refined olive oil. Maybe you should consider using another word instead of “pure”.
I have known Mardouw Extra Virgin Olive Oil for several years. I met the producer at Anuga 2015 (I was an olive oil consultant in the “Olive Oil Market” of the fair). I tasted the oil of Mardouw in different occasions and enjoyed the tasting – you indeed have an excellent olive oil.
As fellows on the road of Extra Virgin Olive Oil, I thought it was worthwhile pointing out the “pure” olive oil” dual meaning.
With great respect