From Tree to Bottle: Why Artisan Olive Oil Costs More (And You Should Be Happy About It)

Let's be honest. At least once, while standing in front of a supermarket shelf or browsing my online shop, you've thought: "Why should I spend 20-25 euros on a bottle of olive oil when I can find one at the discount store for 4.99?"

It's a legitimate question. Indeed, it's a question that deserves a truthful, straightforward answer.

If oil were just "fat for greasing the pan," you'd be right. But if we consider quality extra virgin olive oil for what it truly is—freshly squeezed fruit, a concentrate of health, and the result of precise choices at every stage of production—then the math changes radically.

Like Il SommOlier, today I'll take you behind the scenes at the olive oil mill. I'll show you what really happens when artisanal olive oil is produced, and I'll explain, with data in hand, why too low a price almost always hides a "compromise" that your stomach (and palate) will pay dearly for.

The True Price of Quality Extra Virgin Olive Oil: What Are You Paying For?

When you buy a bottle of artisanal extra virgin olive oil for €20-25, you're not just buying "oil." You're investing in a production chain completely different from the industrial one. Let's take a closer look at where every euro goes and why the price difference is scientifically justified.

1. Early Harvest: Sacrificing Quantity for Quality

Here begins the first, big difference in cost.

Industrial producers wait until the olives are black, swollen, and bursting with oil. In technical jargon, this is called "complete veraison." Often, they even wait until they fall to the ground to collect them with giant machinery like "tree shakers" or vacuum cleaners. The result? They obtain a lot of oil (20-25% yield), but it's low in nutrients and tastes bland.

The artisan, on the other hand, makes a painful economic choice: harvesting early. He picks the olives while they're still green or at the beginning of veraison (when they begin to change color from green to purple). Why?

Why Do Green Olives Cost More?

At this stage, the olive has less oil inside (12-16% yield, when things go well), but it is a bomb of:

• Polyphenols (natural antioxidants and anti-inflammatories)
• Complex aromatic hints (grass, artichoke, almond, tomato)
• Chlorophyll (that bright green that indicates freshness)

The cost to you: To make a liter of artisanal oil, you need 7-8 kg of olives, if not more. To make a liter of industrial oil, you only need 4-5 kg. You're paying for a concentrated dose of health, not a diluted product.

💡 Practical example: Forte & Eccelso , with its 418 mg/kg of polyphenols, comes from olives harvested strictly by hand during the semi-veraison stage. The result? A "vibrant" oil that leaves a mark on the palate and protects your health with every drop.

2. The 24-Hour Rule: The Race Against Time That Makes the Difference

Olives are extremely delicate fruits. More delicate than you might imagine.

As soon as they're picked from the tree, they begin to degrade. If you leave them piled up for days (as routinely happens in large industrial productions where olives arrive from multiple locations and are stored), the olives literally ferment . They develop:

• Ethanol (yes, alcohol)
• Acetic acid (the one in vinegar)
• Terrible organoleptic defects such as "heating" or "wineiness"

These defects not only ruin the flavor, but also increase free acidity and drastically reduce the shelf life of the oil.

The Logistics of the Artisan Olive Mill

The quality producer is literally obsessed with time. The standard protocol includes:

1. Morning harvest
2. Immediate transport in ventilated boxes (NO bags that crush and heat)
3. Processing in the mill within 6-24 hours maximum ( Less than 6 hours from harvesting is the TOP )
4. Often night shifts so as not to make people wait for the olives

All this costs money: it requires more staff, overtime shifts, constantly ready machinery, and a Formula 1-level logistics organization. But it's the only way to have an oil that smells of fresh fruit and not of "damp cellar" or "fermented olives."

The impact on the price: This speed of processing affects the final cost of artisanal oil by approximately 20-30%.

3. Cold Extraction: It's Not Just a Label Slogan

You've often seen "cold-pressed" on labels, right? But what does it really mean? And why should you care?

During the malaxation phase (when the olive paste is slowly stirred), a fundamental chemical process occurs: volatile aromatic compounds are released and the oil begins to separate from the vegetation water.

The Temptation of Heat (And Why It's a Disaster)

Industrial producers know that if they heat the paste above 30-35°C, the oil separates better and they get much more. Easy profit! But... an organoleptic tragedy occurs:

❌ Volatile aromas evaporate (goodbye scent of cut grass, tomato, almond)
❌ Polyphenols degrade (loss of 30-50% of their health benefits)
❌ The taste becomes flat, oily, and characterless
❌ Oil ages much more quickly

The Craftsman's Choice: Real Cold

It keeps the temperature strictly below 27°C, ideally between 20° and 25°C. Some premium mills even work at 18-20°C in winter.

This means:

✅ Intact aromas (green fruity, herbaceous, almondy)
✅ Polyphenols preserved to the maximum
✅ Spicy and bitter notes are well present (a sign of healthy oil)
✅ Long shelf life (18-24 months if stored well)

The trade-off: Once again, you sacrifice quantity (15-20% lower yield) for quality. But that spicy feeling in your throat that makes you cough? It's not a defect, it's oleocanthal—a natural anti-inflammatory similar to ibuprofen.

💰 Price Impact: Cold work costs about 15-20% more than standard processing, but it guarantees a product that is worth every penny.

4. Filtration and Decanting: The Obsessive Cleaning That Saves Your Oil

Many people think that "raw," cloudy, and unfiltered oil is more authentic. "It's more natural!" they say.

Serious error. Very serious.

What Is That Cloudiness?

That cloudy film at the bottom of the bottle is made up of:

• Residual vegetation water
• Micro-particles of olive pulp
• Plant residues

Over time (even just 2-3 months), these residues literally rot on the bottom, creating sludge—a defect that smells putrid, rancid, and moldy. This defect irreparably ruins the oil.

The Process of Purifying Quality Oil

A serious artisanal oil comes:

1. Filtered within a few weeks of pressing (with paper or cotton filters)
2. Or decanted several times (natural decantation) to eliminate any residue
3. Stored in stainless steel silos at controlled temperature and inert atmosphere (nitrogen)

This process:

• Time consuming (weeks of settling)
• Requires specific equipment (filters, silos, pumps)
• It involves a small loss of product (2-3%)

But it guarantees that the oil you open today will still be perfect a year from now, without developing defects or premature rancidity.

The cost of purity: This step accounts for about 10% of the final price, but is essential for the longevity of the product.

How Much Should a Quality Extra Virgin Olive Oil Cost? The Truth Behind the Numbers

Let's do some clear calculations. Here are the real costs of a liter of artisanal Italian extra virgin olive oil:

Cost Item	Incidence	Notes
Olives (7-8 kg low yield)	40-50%	Handpicked, from the tree
Milling and pressing	15-20%	Within 24 hours, cold <27°C
Filtration and storage	8-12%	Stainless steel silos, filters, decanting
Bottle, label, cap	10-15%	Dark glass, anti-refill cap
Logistics and distribution	8-10%	Transport, warehouse
Producer margin	10-15%	Fair compensation for work

Result: A high-quality Italian artisanal extra virgin olive oil CANNOT cost less than 15-18 euros per litre (750ml bottles at 12-14 euros, 500ml at 10-12 euros).

If you find it for 8-10 euros? Something's wrong. Probably:

❌ Ground or very ripe olives (low quality)
❌ Processing after days from harvest
❌ High temperature in kneading
❌ Cutting with foreign oils
❌ No serious filtration

Industrial Oils Under 10 Euros: What Are You Really Buying?

When you buy a €5-€8 bottle, you're paying the bare minimum for a cooking fat. This often includes:

• EU/Extra-EU Blend (blends of oils from different origins)
• Olives harvested from the ground with machinery (with soil, leaves, bruised olives)
• High temperature processing (30-35°C or more)
• No serious traceability or certification
• Short shelf life (goes rancid in 6-8 months)

It is not "bad" in an absolute sense, but it is simply a standardized industrial product where organoleptic and nutritional quality is sacrificed for a low price.

Artisanal vs. Industrial Oil: The Difference That Changes Everything

Here's a direct and honest comparison:

Characteristic	Artisan Oil	Industrial Oil
Collection	By hand, from the tree, anticipated	Mechanical, from the ground, ripe olives
Processing time	Within 6-24 hours	3-7 days (mass)
Pressing temperature	20-27°C (real cold)	28-35°C (masked heat)
Polyphenols	300-600 mg/kg	80-150 mg/kg
Sensory profile	Complex, fruity, bitter/spicy	Flat, neutral, oily (if not defective)
Shelf life	18-24 months	6-12 months
Traceability	Monocultivar, batch, mill	Generic EU/Extra-EU Blend

Oil as an Investment in Health: The True ROI

Think about it for a moment. If you use 500ml of oil per month (an average family), the difference between artisanal oil and industrial oil is about 10-12 euros per month.

120-150 euros per year.

But what do you get in return?

✅ Highly concentrated polyphenols (natural anti-inflammatories)
✅ Cardiovascular protection (proven by decades of studies on the Mediterranean Diet)
✅ Antioxidants that slow down cellular aging
✅ Taste that transforms every dish from "ordinary" to "memorable"

How much is your health worth? How much is the pleasure of eating well every day worth?

If you think in terms of daily costs, artisanal olive oil costs 35-40 cents a day. Less than a coffee at a bar.

How to Recognize (and Choose) a Quality Extra Virgin Olive Oil

Next time you're standing in front of a shelf or browsing online, use these professional criteria:

1. Look at the Price (Yes, Price Matters)

If it costs less than 12-15 euros a liter, be very careful. It's probably an industrial blend. That doesn't mean it's "toxic," but it's certainly not high-quality oil .

A fair price for an acceptable artisanal Italian extra virgin olive oil:

• 500ml → 10-15 euros
• 750ml → 15-22 euros
• 1 litre → 18-28 euros

2. Read the Label Like a Detective

What to look for:

✅ Harvest date or vintage (not just expiration date!)
✅ Declared cultivars ( Caninese , Frantoio , Leccino , etc.)
✅ Precise origin (not the generic "Produced in Italy" but "Olio Toscano PGI" or "Produced in Canino, VT")
✅ Name of the mill or producer
✅ The wording " Cold extracted " and not "Cold pressed"

What to avoid:

❌ "Blend of EU and non-EU oils"
❌ No collection date
❌ Labels too generic
❌ Transparent bottles (light destroys polyphenols!)

3. Test the Sensory Profile

A quality oil must have:

✅ Intense aroma of fresh fruit (olive, grass, tomato, almond)
✅ Complex taste with well-present bitter and spicy notes
✅ Persistent finish (the taste lasts 20-30 seconds and even longer after swallowing)

If the oil is:

❌ Completely sweet and neutral → old or too refined
❌ Tastes rancid, moldy, vinegary → defective, avoid
❌ Oily and heavy without aromas → low-end industrial

4. Do the "Cough" Test

Pour a little oil into a small glass, warm it with the palm of your hand, and smell it. Then taste it by holding it in your mouth for five seconds and inhaling.

What if you get a slight cough in your throat? BINGO! It's oleocanthal, the anti-inflammatory polyphenol. It's a quality oil.

Practical Tips for Using (and Not Wasting) Your Quality Oil

Have you invested in a good artisanal olive oil? Here's how to maximize its value:

When to Use Artisan Oil

✅ Raw on salads, vegetables, soups
✅ At the end of cooking on meat, fish, risotto (to preserve the aromas)
✅ On bruschetta, bread, crudités
✅ For marinating and seasoning

Artisanal oil is best when NOT overcooked. Heat destroys its delicate aromas.

When a Cheaper Oil Is Better

For deep frying or long, high-temperature cooking, you can use a cheaper extra virgin olive oil (but extra virgin, not lampante!) or seed oils with a high smoke point. I recommend peanut oil at most, and I'm already suffering.

The SommOlier's advice? Keep two oils in your kitchen:

1. A premium artisanal one (like Forte & Eccelso) for the raw material and the finishing touches
2. A good quality extra virgin olive oil but cheaper for cooking

How to Store Oil (And Not Waste Money)

Poorly stored oil becomes rancid within a few months, even if it was excellent at first.

The 4 golden rules:

1. Total darkness: keep the bottle in a cupboard, NEVER on the kitchen counter exposed to light
2. Stable temperature: 14-18°C ideal (NO refrigerator, NO near the stove)
3. Close tightly after each use: oxygen is the enemy of oil.
4. Consume within 12-18 months of opening

If this article has opened your eyes to the true value of artisanal olive oil, let me share three ways to bring this quality into your life (or your business).

For You, the Enthusiast: The I&P Collection of Excellent Oils

In my personal selection you will only find oils that meet ALL the quality criteria we have discussed:

• Hand-picked and processed within 6 hours
• Pressing strictly below 24°C
• Traceable monocultivar and premium blend
• Certified chemical and organoleptic analyses

👑 My flagship? Il Forte & Eccelso - Cuvée del Fondatore. The only oil that bears my personal signature . A vibrant blend with 418 mg/kg of polyphenols, hints of black pepper and chicory, and a pungency that leaves its mark (5.3/10).

Perfect on a Florentine steak, on legume soups or for those looking for an oil that "keeps the palate awake".

🛒 Discover all the oils in the collection here

Are you a producer? I'll help you promote your oil.

If you produce quality artisanal olive oil and struggle to communicate your value compared to discount oils, I can help.

I offer two specific services:

📋 Sensory & Strategic Identity Card (€95)
Not your average technical sheet. I transform chemical data into emotional storytelling that sells. Includes AISO organoleptic analysis, label/website copywriting, and food pairings.

🎥 Digital Tasting Experience (€290)
3 professional videos to bring your oil to the customer's home before purchase: video tasting, ASMR experience, food tips.

📞 Discover the services for producers

Are you a restaurateur or chef? Turn olive oil into an opportunity.

Oil is the only ingredient in ALL your dishes. Yet it's often the least appreciated cost item.

I help you:

✅ Create an Oil List that justifies a higher cover charge
✅ Train your staff to sell oil as an experience
✅ Optimize food costs by choosing the right oils for each preparation

🔍 "The Truth on the Plate" Audit (€150)
I'll analyze your current oils and tell you where you're wasting your budget.

🚀 EVOO Experience Design (from €450)
Strategic selection of 3 oils, menu engineering, staff training.

📞 Discover Ho.Re.Ca. services.

Frequently Asked Questions About the Price of Extra Virgin Olive Oil

Why does artisanal extra virgin olive oil cost 20-25 euros?

Because it uses olives hand-picked from the tree (not the ground), processed within 24 hours of harvest, cold-pressed below 27°C, and carefully filtered. Each step sacrifices quantity to maximize quality, polyphenols, and aromas. The actual production costs of a high-quality oil cannot fall below 15-18 euros per liter.

Can a 5-8 euro oil be of quality?

Hardly. At that price, they're almost always industrial blends (EU/non-EU blends), olives picked from the ground or very ripe, processed at high temperatures, and with no real traceability. It's not "bad," but it's a standardized product where organoleptic and nutritional quality are sacrificed for the low price.

How much extra virgin olive oil do you get from 100 kg of olives?

It depends on the type of production:
• Artisanal oil (green olives, early harvest): 12-16 litres (low yield but high quality)
• Industrial oil (ripe black olives or from the ground): 20-25 litres (high yield but low quality)
The difference in yield is one of the main reasons for the price difference.

How to store extra virgin olive oil so as not to waste it?

Follow these 4 rules: (1) Store in a dark place (closed cupboard, never exposed to light), (2) Keep at a stable temperature of 14-18°C (NO refrigerator, NO near stovetop), (3) Close tightly after each use (oxygen oxidizes the oil), (4) Consume within 12-18 months of opening. Light and heat are oil's worst enemies.

Is artisanal oil really worth the price difference?

Absolutely. The difference between artisanal oil (€20-25) and industrial oil (€5-8) is about €10-12 per month for an average family. But you get: highly concentrated polyphenols (300-600 mg/kg vs. 80-150 mg/kg), scientifically proven cardiovascular protection, and a complex flavor that transforms every dish. It costs less than a coffee a day, but it's a daily investment in your health.

Can I use homemade oil for frying?

Technically, yes (EVOO has a good smoke point of ~190-210°C), but it's wasteful. The heat of frying destroys all the delicate aromas and polyphenols you paid for. It's better to use artisanal oil raw or for short cooking times, and save a cheaper EVOO (or seed oil with a high smoke point) for frying.

Bottom Line: What Are You Really Buying?

When you buy a 5 euro bottle at the supermarket, you're paying the bare minimum for a cooking fat that fulfills its basic function: greasing the pan.

When you invest in an artisanal extra virgin olive oil for 20-25 euros, you are paying:

✅ Healthy olives, picked from the tree at the right time
✅ Immediate processing (within 24 hours) and at low temperatures (below 27°C)
✅ An elixir rich in polyphenols that is good for the heart and protects cells
✅ Aromas and flavors that transform a banal dish into a gourmet experience
✅ The passion and work of those who have chosen quality over quantity

The final SommOlier's advice?

Use industrial oil to grease your bike chain (just kidding... or maybe not? 😉). But for your body, your food, and your health, choose those who work with quality, not with a calculator.

You'll taste the difference from the first bite. And your body will thank you for it for years.

Have I piqued your curiosity?

🛒 Visit the shop and discover the selection of oils that strictly respect these rules
📖 Download my free guide "How to Recognize a Real Extra Virgin"
📧 If you are a producer or restaurateur, contact me for a consultation