€9 for a liter of oil? If it seems like a bargain, it's because you're footing the bill

The new olive oil campaign has just ended, and like every year, the debates begin: production is rising, prices are fluctuating, and there's an increasingly real risk for those who buy oil without the right information. In 2025, Italian olive oil production began to grow again, rising from approximately 280,000 to the forecasted 300,000 tons. This is a positive development, but it hasn't led to a drop in the price of truly high-quality extra virgin olive oil. Indeed, in the mills, oil obtained from healthy olives, pressed correctly and without compromise, is selling for 12–15 euros per liter. So the question is inevitable: how is it possible to find bottles of "100% Italian extra virgin olive oil" on the shelves for 7 or 8 euros per liter?

The low price paradox

There's a difference between the starting price at the mill and the one displayed in supermarkets that can't be explained solely by economies of scale. Of course, there are:

• aggressive promotions

• below-cost sales

• mass-level retail sales strategies

But these aren't enough to consistently justify such low prices. The point is another: not everything that's legally "extra virgin" is also good, fragrant, and nutritious.

An increasingly murky market

In recent years, several journalistic investigations—including those by Il Salvagente—have shed light on questionable, yet often formally legal, practices. Among these:

• International triangulations, with oil imported at 2–3 euros per liter (for example, from Tunisia), which passes through other EU countries to become "EU" quality.

• Blends of oils of different origins and qualities, then sold as "Italian" if they meet the minimum legal standards.

• Use of oils obtained from bruised or defective olives, which technically should not be extra virgin.

  
  

Once upon a time, these waste oils were used only to prime the mill machinery at the beginning of the season. Today, with greater production and more available waste, some blend them with better oil to lower costs. The result? An oil that meets chemical limits, but bears no resemblance to freshly pressed oil.

Legal does not mean quality

The law establishes minimum parameters: acidity, peroxide values, and chemical values. If these limits are met, the oil can be sold as extra virgin. But true quality isn't measured by numbers alone. Saving money on oil often means:

• giving up nutritional value bringing an old or oxidized product to the table

• supporting a system that penalizes honest producers

• losing the true flavor of extra virgin olive oil

And above all, it means believing you're buying a product that isn't even related to the oil that actually comes from the mill.

How much should a real extra virgin olive oil cost?

An oil:

• fragrant

• obtained from healthy olives

• pressed correctly

• stored properly

can't cost less than 8 euros per liter, and is often worth much more.

The price of oil isn't a whim: it's the result of agricultural labor, harvesting, pressing, quality control, and respect for the raw material.

The final question is simple:

Do you really want such a low-quality oil on your plate?

At Olio Gaia, we believe that choosing an extra virgin olive oil means choosing awareness, transparency, and respect for the land. And that real savings aren't about paying less, but about eating better.