Extra Virgin Olive Oil
Extra virgin olive oil enjoys particular prestige in our globalized economy. It is a “healthy” fat that is identified with localized production by artisans in Tuscany. The extra virgin olive oil is particularly prestigious and expensive, being associated with a region famed for its art, architecture, food, and landscape and widely popularized of late by British and American writers.
The preference for locally produced commodities like extra virgin olive oil is linked to the growing “Slow Food” Movement which seeks to replace mass produced, artificial and sometimes tasteless fast foods by wholesome foods produced in known places by identifiable people.
Slow foods which can be consumed at leisure reflect the superior taste of purchasers and despite Slow Food’s efforts to help the small producers, it is often the bigger companies that are able to access international markets rather than the local artisans.