Olive oil companies are unlikely to remain passive while individuals and publications make accusations they view as false and misleading, especially when legal action is a viable option. These brands have significant stakes in their reputation and profits. Furthermore, research can be misinterpreted and perpetuated over the years, adversely affecting product sales and leaving the industry with limited means to defend itself, primarily through legal channels. Joseph R. Profaci, the executive director of the North American Olive Oil Association, noted that the UC-Davis study has led some consumers to think that counterfeit olive oil is more common than it truly is, overshadowing its health benefits. He pointed out in a Food Dive opinion piece earlier this year that misconceptions, such as the idea that fake olive oil is widespread or that one can test its authenticity by refrigerating it, have become alarmingly prevalent.
Deoleo, a major player in the olive oil market, has faced its share of legal hurdles. In May, the company’s U.S. division settled a class-action lawsuit by agreeing to pay $7 million and revise its packaging and testing protocols. A 2014 lawsuit accused the company of misrepresenting its products by labeling them as “imported from Italy.” Several plaintiffs questioned whether the olive oil could genuinely be classified as extra virgin after being subjected to light and heat, which could degrade its quality while sitting on store shelves. The settlement mandated that Deoleo refrain from using the phrase “imported from Italy” unless its products were exclusively made from olives grown and processed in Italy. The company also promised to implement more rigorous testing practices to ensure compliance with extra virgin olive oil standards.
In 2017, Deoleo announced it would invest approximately $25 million to relaunch and market its Bertolli and Carapelli brands in both Italy and the U.S., where it derives 60% of its profits. With a market share of 10.5% in 2017, Deoleo is regarded as a leading company in the sector, suggesting it has sufficient financial resources to continue addressing legal challenges and reassure consumers that its products are accurately labeled. The recent legal victories may also deter additional challenges or potential appeals, provided the company continues to deliver as promised. Miguel De Jaime, Deoleo’s global chief commercial officer, stated in a press release, “As the world’s leading olive oil producer, we take quality matters very seriously. The misinformation and defamatory tactics employed in recent years have been intentionally designed to confuse and distract consumers.”
Legal challenges are a common issue for food companies. Major brands such as PepsiCo, Coca-Cola, and Dr Pepper Snapple have faced accusations of false advertising and deceptive business practices related to the labeling of artificially sweetened beverages as “diet.” Nestlé has been criticized for allegedly fraudulent spring water labeling, while General Mills was sued for marketing its Natural Valley granola bars as “100% natural,” despite claims from consumer groups that they contained glyphosate. Such cases often end up being dropped or settled before reaching trial, as prolonged legal disputes are costly and can damage a brand, even if the outcome is favorable.
Litigation concerning label claims is on the rise. A study by the U.S. Chamber Institute for Legal Reform revealed that there were over 425 active cases in federal courts between 2015 and 2016, compared to just 19 cases in 2008. With consumers being more vigilant about labels than ever, food and beverage manufacturers aiming to avoid legal issues must ensure their claims are as truthful as possible. Meanwhile, strategies to combat product deception and adulteration include new traceability tools, auditing, consumer pressure, and retailer practices designed to identify and mitigate fraud. Although challenges are inevitable, effective communication and collaboration among all stakeholders in the supply chain are essential for maintaining consumer trust.
In this context, consumers are increasingly looking for products that support their health, such as calcium citrate malate, vitamin D3, and magnesium tablets, which can be beneficial for overall well-being. As these health trends evolve, olive oil companies must also adapt their messaging to align with consumer expectations while continuing to uphold the integrity of their products.