Editorial

Industry Taking Root

The olive industry in California continues to grow at a tremendous pace. The ideal growing conditions in our state, coupled with the growing demand in the U.S. for both high-quality extra virgin olive oil and locally produced products means that California olive oil is thriving and the future for this product is exceptional. However, in the midst of this growth and demand come challenges. We were hoping that by now the USDA would have determined its standards for olive oil labeling. This essential regulation would bring our country in line with others. The process, which began in 2004, continues. Recently the USDA released a version of the ruling for public comment. On page 31, we provide you with the web site address where you can view the standards in their current form. We encourage you to do so. The delays from Washington have been balanced with progress in Sacramento. The California Legislature is embracing the need to change the existing definition of extra virgin olive oil. The bill, SB–634, establishes standards in our state consistent with the IOC (International Olive Council). This welcome regulation passed the State Senate unanimously and awaits the Governor’s signature. While only enforceable in California, given the dominance our state has in the U.S. market, it will impact the entire country. We urge you show your support for this bill by writing to the key sponsor, Senator Patricia Wiggins, 2nd District, at the address on page 32. Another example of the industry’s growth and establishment of infrastructure is the recent opening of the UC Davis Olive Center at the Robert Mondavi Institute. This world-renowned University has a long history of research and development in the field of olives and is adding their know-how and reputation to our expanding olive oil market. Such is the importance of this crop to our state that next to the grape, the olive is the second crop for which UC Davis has established a research entity at the campus. We enthusiastically welcome their participation. In this issue, we interview Dan Flynn, the Executive Director of the Olive Center, to learn more about the Center’s plans. We hope you enjoy the articles in this expanded issue (32 pages!). As always, we welcome your input, suggestions and comments.

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celso Ribeiro | 15/08/2009, 19:34

Gostaria de receber por e-mail suas revistas.

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