On the New York Times article “Extra Virgin Suicide” I felt first of all like an idiot for having said, ‘Hey great work,’ and then having to go back on that. I need to know more.’ Until that happens, many laws are not worth the paper they’re written on. I want my money back.’ That manager is going to say, (A) ‘Here’s your money,’ and (B) ‘Someone tell me about this now. On consumer education As soon as two or three consumers in a given store go the manager and say, ‘Look, this says extra virgin and says that it was bottled three years ago. It’s going to be now and in the future a data point that is difficult to ignore. They questioned people that I suggested they talk to, but also people who disagreed violently with me. On the USITC investigation It becomes a point of reference for anyone who wants to take on seriously the question of what do we do next. I buy something else.’ I think, oh no, no. I’ve had people say, ‘Oh boy that olive oil world.
On his 2012 book, Extra Virginity The danger with exposés is that a certain number of people just tune out that entire frequency. Here are some of the highlights from the interview: Mueller spoke with Olive Oil Times publisher Curtis Cord recently for a segment of Cord’s On Olive Oil podcast. International Trade Commission investigation, the New York Times “Extra Virgin Suicide” article, the debate over tasting panels, quality seals and standards. Author Tom Mueller, whose controversial exposé, “Extra Virginity: The Sublime and Scandalous World of Olive Oil,” examined the darker side of the olive oil business, took a look back at the events of the last four years since the book’s release, including the U.S.
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