One of my favorite questions I get is:
Why pay $15-30 for the same bottle of olive oil that I can get at the grocery store for $6?
The short answer is you get what you pay for, which is a confusing concept because every bottle, whether it be filled with fake or real oil, all say the same thing:
100% Extra Virgin Olive Oil. To the consumer, it makes no sense that their dollar be stretched thread-bare to accommodate the higher cost of the same product, which is fair.
Except for the fact that it
isn't the same product at all. Real olive oil takes much more time, energy, and patience to create. It is genuine, sweat-bearing labor that not many people can do anymore. Some groves are strategically planted with trees in straight, easy-to-access lines for convenient machinery to hoist workers on, but many traditional groves have intricate, thick trees planted all over the land that require long, strenuous hours and near-acrobatic skill to harvest. A lot of people no longer possess these skills, but that's just the picking aspect; more work goes into actually creating the oil from the fruit.
Aside from the manpower from small, honest, hardworking families, think of olive oil as more than just a condiment. Like most fruit juices, olive oil goes bad fairly quickly. Unlike wine, it doesn't get better as it ages, but rather, starts to deteriorate from the moment it's made - an event that rapidly picks up speed during the bottling and shipping process. Different oils come from different olives and go with a multitude of dishes. Olive oil is not a one-size-fits-all kind of deal, but the one thing every great oil should have in common is the point of today's post:
oleocanthal.
In the millennia-spanning history of olive oil, the discovery of oleocanthal is new. Our ancestors were onto something when they literally ate, drank, and bathed in the delectable substance, firm in their belief that it heals us from the inside oil, but the
how was never really known until recently. When Dr. Gary Beauchamp was in Sicily attending a meeting on molecular gastronomy, he recognized the throaty bite that olive oil gives off from a near-exact sensation given by ibuprofen, a substance he has tested extensively through various studies involving biting and swallowing to test its sensory properties. This prompted the scientists at Monell Chemical Senses Center and others from various institutes in Pennsylvania to put the oil through rigorous study and testing. They determined that the more of this then-unnamed chemical that high-grade olive oil contained, the stronger the back-of-the-throat bite gets. They named the chemical "oleocanthal" (oleo = olive; canth = sting; al=aldehyde).
Further testing caused them to determine that oleocanthal, much like ibuprofen (in activity, not molecular structure), is indeed responsible for inhibiting COX-1 and COX-2 enzyme activity, which are both responsible for inflammation. We have known for a long time that people on the Mediterranean diet, which consists largely of hefty doses of olive oil, have a healthier life with much less risk of heart disease, breast and lung cancer, stroke, and other degenerative diseases. Oleocanthal could be the key player in this role, and that's what makes eating real EVOO crucial.
BUT WAIT, there's more!
Oleocanthal could be playing a crucial role in
preventing Alzheimer's disease. This miracle, natural-occurring compound changes the molecular structure of neurotoxic proteins, known as ADDLs, that are believed to cause Alzheimer's disease. These ADDLs otherwise bind to nerve cells, which is thought to be the first solid step to springing Alzheimer's into action by disrupting nerve cell functions that would otherwise be maintaining our memory and normal brain functioning. They determined that oleocanthal is shrinking the structure of ADDLs and preventing said toxins from binding to the synapses found in the hippocampus, where Alzheimer's is believed to get its start. Oleocanthal also makes ADDLs larger targets for antibodies to lock onto, making treatment more hopeful.
This information is fairly new (published in 2009), and scientists are still working to determine just how effectively we can place preventative measures and treatment for those already inflicted by the devastating condition. Clinical trials are still ongoing, but it's looking pretty promising so far.
In breathless conclusion, when you ask me
why olive oil is worth the higher price tag, it's not just because you're keeping small farmers in business. It's not just because you are giving your body delicious, real oil as opposed to its less-than-favorable, but cheaper counterpart.
You are buying natural medicine and setting yourself up for a potentially long, healthy, and active life. You are buying your prevention and cure, all rolled into one delicious, dark bottle of peppery goodness.