There's a billion more people in the world, but they live in the third world. They're not exactly going to the store and buying olive oil.

First of all, I'm shocked but selfishly glad! More for me :) Any way this could be related to the ongoing and pervasive issue of olive oil fraud?

I agree it seems the negative news has taken hold of consumers who have no knowledge about it to judge for themselves.

We have to increase the world olive oil production first if we want to increase the consumption. If you look at the graph in the article especially from 2012 the world olive oil production is lower than consumption. How would you increase the consumption if there is not enough oil available? What regards the quality I completely agree with the author. The average consumer has never had the chance to taste a real quality EVOO and we (producers) should work hard to improve this.