Ultra Premium Varietal Extra Virgin Olive Oil
Ultra Premium (UP) is a new category of olive oil that distinguishes the highest quality olive oil in the world. The UP standard was created in response to the growing need to separate high quality extra virgin olive oils from what dominates the so called “gourmet” and “premium” olive oil markets, as well as the broader category sold in mass markets the world over under thousands of brands and private labels. The absurdly low standards created and fostered by numerous trade associations and government agencies responsible for policing them has only contributed to the confusion and misinformation.
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