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MJC
But don't call yourself California Olive Ranch if you are not going to live by your name. Just because you add some CA grown olives to uphold your company name, you are not standing behind what consumers believe you to be. We know that marketing is confusing and unfair to the average consumer so when it is said we are not giving them credit, that is an unfair statement. Consumers are not stupid but brands have messed with consumer minds too much with marketing based on making a dollar over being honest for FAR too long. They don't get it. They don't have time to read the fine print and educate themselves on what they are really getting inside the packaging.
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California Olive Ranch
MJC – thanks for sharing your opinion. “California Olive Ranch” is a proud California based olive oil company with significant olive farming and milling operations in the state and we sell the #1 brand of 100% California EVOO in the US. We wholeheartedly agree that consumers do not have time to read fine print on the back of a label, that’s why, as you can see in the image in the article, we proudly list the countries of origin on the front of the label of our Global Blend line in large conspicuous fonts. We also have a prominent callout burst with “Global Blend” at the top of our bottle above our brand name solely to further aid consumers. Research shows consumers understand the difference in our labels. And we are proudly living up to our 23-year old brand name, California Olive Ranch, through our unwavering commitment to making and sourcing only the highest quality extra virgin olive oil. All California Olive Ranch extra virgin olive oils are crafted to meet the same high-standard we helped set here in California.
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Oliver63
MJC has it right. When consumers pick up a bottle emblazoned with the word CALIFORNIA, they deserve to get an olive oil grown and produced in California. Just as they have this assurance when they buy a bottle of wine that has California on the label. And the many California farmers and producers making genuine 100% California olive oil deserve to reap the value of the California name. The bottom line is that the CALIFORNIA OLIVE RANCH Destination/Global imported blend costs about 35% less than the 100% CA product that carries the CALIFORNIA OLIVE RANCH name. This devalues the California name for everyone who makes 100% CA extra virgin olive oil. California Olive Ranch needs to do the right thing for consumers and the California olive oil industry: just drop the "California" from the imported line, and call it simply "Olive Ranch." Global Olive Ranch. Whatever. Anything but "California."
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Geoff Peters, Showa Farm Olive Oil
If California Olive Ranch is convinced that consumers do read carefully and know the difference between imported blends and true 100% California olive oil there is a simple solution: Have an independent 3rd party run blind tests with the consuming public to see if their stance is true or false. It isn't that hard to do and costs less than $15,000 to test 150 consumers with pictures of bottles and a brief questionnaire asking about taste, flavor, and origin. If they did a scientific test and the results were what they say - they would win the lawsuit because they would have irrefutable evidence that consumers are not misled. I'm not holding my breath. Geoff Peters, Showa Farm Olive Oil
Replying to Geoff Peters, Showa Farm Olive Oil