Does it cost little? It is certainly worth even less

Our supermarkets’ shelves are full of extra virgin olive oils “made in Italy”, the Italian flag is always on the front of the bottle so that consumers can see it, but the origin, the provenance of the oil or olives is never there, it is always either on the back, if there is a back, or on the side, in small fonts, and for the cheapest extra virgin olive oils, is never Italy despite the Italian flag, it always EU or extra EU countries.

But why buy an extra virgin olive oil made in Italy with olives from EU and beyond when the same extra virgin olive oil without the Italian flag would be cheaper? Why buy an extra virgin olive oil made with Greek and Spanish oils, these are the EU countries where oils and olives are cheaper, with the “made in Italy” logo when the same olive oil bottles as Made in Spain or Greece would be cheaper? Our extra virgin olive oils are all 100% Italian and it is written on the front label, proud to be Italian.

In the making of balsamic vinegar, caramel is added to give colour to the vinegar, good balsamic vinegar don’t have caramel, our IGP Modena doesn’t have it, it doesn’t need it.
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Always read the ingredients and if you want to know more about extra virgin olive oil and balsamic vinegar check out our guides.

We want to finish with this John Ruskin’s quote:
“It's unwise to pay too much, but it's worse to pay too little. When you pay too much, you lose a little money that's all. When you pay too little, you sometimes lose everything, because the thing you bought was incapable of doing the thing it was bought to do. The common law of business balance prohibits paying a little and getting a lot - it can't be done."